3 Planned Giving Trends & Competitive Advantage Ground Work Action Basic Expansive Advanced Top 5 Lists Best Practices Challenges
4 Context (1) Increasing Competition for Charitable Dollars (2) Our tactics are the same as when there was no competition and when we were younger and simpler
5 PRESBYTERIAN # Churches ,904 10,821 10,752 10,659 BEQUESTS # Churches Receiving 2,765 2,665 2,537 2,479 % Churches Receiving 25.4% 24.6% 23.6% 23.3% Total Value of $163M $129M $136M $109M AVERAGE Charitable Bequest Mid-$30k Bequest for all PCUSA Churches $15k $12k $12.7k $10k Bequest for those PCUSA Churches reporting any bequest $59k $49k $54k $44k BEQUEST AS % OF CHARITABLE GIVING Non-Profit Industry PCUSA Planned Giving Department 7% 7% 7% 8% 5% 5% 5% 4% 10% 10% 10% 10%
7 NON-PROFIT Growth 2000 through ,400,000 1,200,000 1,000, , , , ,000 # 501(c)(3) years = 33% increase
8 Planned Giving In 2010 bequests to charities totaled $23,800,000,000. This has caught the attention of major charities, and they have allocated significant resources to pursuing planned gifts. Those charities are run like a business: They ve hired staff, assigned goals, developed enormous marketing budgets, implemented sophisticated tools and brought in vast sums of money.
9 LARGE NON-PROFIT CHURCH Staff Dozens. Even 100+ Full Time Professional (CFRE) Goals (Contacts and $) Support: Marketing & Admin Large Budget Staff No staff Volunteer Minimal experience None None Budget = small
10 Competitive Advantage Use it Large Non-Profits would trade almost any tool in their belt for ONE THING you have Having our audience meet within our walls every week.
11 Having our audience meet within our walls every week. Regular givers Proclivity to Give Competitive Advantage: Church Regular volunteers Participate(d) in leadership for their lifetime Spend life s most important moments here Open Inclined Favorably Inclined VERY Inclined Slam Dunk
12 Groundwork Decisions? Endowment or Reserve: Where do planned gifts Go? Distributions: How will funds be used? Committee and structure Policies Legacy Circle
13 Planned Giving Program Basic Expansive Advanced
14 Basic Expansive Advanced Basics CAST A WIDE NET General Un-targeted Small bites Varied Media Constant, Year-Round Low Hum Effort: Relatively Low
15 Basic Expansive Advanced Basics Content Inspirational Estate Planning Gratitude Personal (Testimonials) Recognize Past Gifts Acknowledge What Gifts Have Done
16 Basic Expansive Advanced Basics Plan Each Year Blurbs Articles Announcements Legacy Sunday
17 Basic Expansive Advanced Basics Bulletin Blurbs The Gift of a Lifetime: A will represents a person s final wishes and intentions. After providing for your loved ones, please consider one final testament of faith through a bequest in your Will or living trust that provides enduring support for our vital work. For many of us, this will be the most significant gift we will make our gift of a lifetime.
18 Basic Expansive Advanced Basics Newsletter Articles Jean went home to be with the Lord on August 27, 2002, at age 82. She never married, but had two cousins who lived in Missouri, so most folks who knew Jean said she had no close family. I ve thought about that phrase no close family. The more I ve thought about it, the more strongly I feel that Jean Smith had more close family than most of us will ever have. And most of her close family was centered at her beloved church. Yes, Jean remembered her family her church family in her will. You and I were part of Jean s family.
19 Basic Expansive Advanced Basics Minute for Mission We met here, we were married here, our kids were baptized here. In a place where everything changes so fast, this church has been our constant, our foundation. Thank you, our church family, for being there for us, carrying us through some of our hardest times and greatest moments. We want to be there for you too, so we wanted you to know that you are a part of our estate plans.
20 Basic Expansive Advanced Basics Legacy Sunday Sermon Seminar on Estate Planning and/or leaving a Christian Legacy
21 Information #3 Library Planned Giving Web Pages Communications Plan #3 Know All Available Tools Education Materials Brochure/Article Templates
22 Membership Includes A Library Of great materials Primary Categories: 1) Development 2) Governance 3) Distributions 4) Investments
23 Links to Explore Planned Gifts Information Library Planned Giving Web Pages Communications Plan Education Materials Brochure/Article Templates
24 Links to Explore Planned Gifts Include Goals Minimum Dollars And Complexity Information Library Planned Giving Web Pages Communications Plan Education Materials Brochure/Article Templates
25 Sample Life Income Diagram Information Library Planned Giving Web Pages Communications Plan Education Materials Brochure/Article Templates
26 Basic Expansive Advanced Expansive More than the minimum
27 Basic Expansive Advanced Expansive Establish a Planned Giving Committee Focus should be on inspiration and message, Not policies and investments
28 Basic Expansive Advanced Expansive Case Statement Elevator Speech. Define your purpose. Share it with the congregation. Share it again. Do it again. Again.
29 Audience: KNOW YOUR MESSAGE KEEP IT SIMPLE Women control 80% or more of household spending Case Statement Women own over 60% of assets in America GI and Favorably silent generations Inclined passing in large numbers, more being controlled by women Presbyterian Wealth to surviving spouse: Busy Persons of average means out of necessity Women Women Persons of wealth because of unlimited estate tax marital deduction 70%+ of bequests come from the estate of women
30 Basic Expansive Advanced Expansive Case Statement I am today s link in our Christian chain that stretches from where we have been to where we are going Faith, Family, Future We are all indebted to the past, to those who precede us.. Planting seeds for the future. The promise is to you, our children and all those far off whom we will not know.
31 Basic Expansive Advanced Expansive Literature or Brochures Planned Giving Brochure With case statement and ways to give.
32 Basic Expansive Advanced Expansive Literature or Brochures RESPONSE CARDS A way to get more information or To tell the church about the gift
33 Basic Expansive Advanced Expansive Annual Report Great tool for: Transparency Sharing the great things the gifts have accomplished Demonstrating the Church handles gifts well
34 Basic Expansive Advanced Advanced Leading edge
35 Basic Expansive Advanced Advanced Staff Buy-In Thank you! You ve really improved my life! So this is covered? So I owe you (practically) nothing! I feel like I owe you something! Patient Scheduler You are welcome! We are so glad to help and that we made a difference Yes, you are covered. You don t owe us a thing. But you sound interested you certainly can do something. Here is information on charitable giving. You can make what you ve received available to those who don t have it and cannot pay. Or, you can help with research so our resources are even better in the future. Scheduler
36 Basic Expansive Advanced Advanced Equip Staff with: 1) Simple responses for a grateful giver as well as for the reluctant giver 2) Literature immediately for inquirers 3) Where the member can turn for information
37 Basic Expansive Advanced Example 1 Advanced I would love to give. But I don t have those kinds of resources. Staff I understand. Especially these days. You may be surprised at some of the creative ways... Most cases you give up nothing now. Member Staff
38 Basic Expansive Advanced Example 2 Advanced This church is always looking for new ways to get money. Staff I hear you. It sure feels that way sometimes. This effort is really about much more than money about leaving a Christian legacy. Money is just one way to... Member Staff
39 Basic Expansive Advanced Web Presence Advanced Anything important to the whole congregation is on your website Members can research without pressure The message is constantly present
40 Basic Expansive Advanced Legacy Circle Is a giving circle appropriate? What is a giving circle is What are the benefits? Are there drawbacks?
41 Top 5 Challenges (& Remedies) # 5 - Loss of momentum (12 months in) # 4 - Technique-focused (instead of inspirational) # 3 - All committee activities = endowment management # 2 - Distrust of endowment # 1 - Pastor disinterest
42 TOP 5 COMMON PRACTICES Of top bequest-receiving Churches # 5 Case Statement # 4 Planned Giving Committee # 3 Multi-Year Effort # 2 Regular Congregational Communications # 1 - Pastor support and involvement
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