integrating major gift & planned gift programs
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Dana R. Todsen, ACFRE
President
Todsen & Associates, LLC
Integrating Major & Planned Gift Programs into Your Campaign
Integrating Major & Planned Gift Programs into Your Campaign
• Twelve firms studied the characteristics of 218 charitable donors.
• Discretionary income >$1 million who had made gifts >$50,000.
Integrating Major & Planned Gift Programs into Your Campaign
The Seven Typologies Communitarians: “Doing good makes
good sense.”
26% of givers.
Often local business owners.
Don’t just give, get involved.
Benefit is the network.
Integrating Major & Planned Gift Programs into Your Campaign
Integrating Major & Planned Gift Programs into Your Campaign
Devout: “Doing good is God’s will.”
21% of givers.
Give 94% to churches.
The Seven Typologies
Integrating Major & Planned Gift Programs into Your Campaign
Investor: “Doing good is good business.”
15% of givers.
One eye on the cause, and one on taxes.
Give broadly.
The Seven Typologies
The Seven Typologies The Socialite: “Doing Good is Fun.”
11% of givers.
Enjoy social network.
Special events.
Not board members.
Give to arts and education.
Integrating Major & Planned Gift Programs into Your Campaign
Integrating Major & Planned Gift Programs into Your Campaign
Altruist: “Doing Good Feels Right”
9% of givers.
The Selfless Donor.
Moral imperative.
Tend not to serve on boards.
Give more to social causes.
The Seven Typologies
The Repayer: “Doing Good in Return”
10% of givers.
Constituents first, donors second.
Have personally benefited.
Feel loyalty, obligation.Give to hospitals, schools.
The Seven Typologies
Integrating Major & Planned Gift Programs into Your Campaign
The Dynast: “Doing Good is a Family Tradition”
8% of givers.
Inherited wealth.
Believe it is expected.
Variety of causes; each generation chooses its own.
The Seven Typologies
Integrating Major & Planned Gift Programs into Your Campaign
Who will give to you?
The Seven Typologies
Communitarian26%
Investor15%
Dynast8%
Socialite11%
Repayer10%
Devout21%
Altruist9%
PhilanthropyBased in values
DevelopmentUncovers shared values
Fund Raising
Gives people opportunities to act on their
values
Kay Sprinkel GraceHigh Impact Philanthropy
Integrating Major & Planned Gift Programs into Your Campaign
Transactional Bell CurveTraditional Method
Kay Sprinkel GraceHigh Impact Philanthropy
Transformational Infinity Loop
Kay Sprinkel GraceHigh Impact Philanthropy
Integrating Major & Planned Gift Programs into Your Campaign
Planned
Gifts
Major Gifts
Annual Gifts Participation
Active Involvement
Increasing Commitment
Long-term Investment
Constituent or predisposed to the cause
Gift Pyramid
Three Types of Organizational Gifts:
Current/operational tied to calendar 100% asking
Capital/project tied to special gifts 50% cultivation 50% asking
Planned/ultimate tied to need of the individual 90% cultivation 10% asking
Integrating Major & Planned Gift Programs into Your Campaign
Integrating Major & Planned Gift Programs into Your Campaign
What is a Major Gift? • Each organization must define.
• Best definition: “A stop and think about gift”.
Integrating Major & Planned Gift Programs into Your Campaign
Major and Planned Gifts are Everything?
• Gift tables are changing.
• Donors are much more selective.
• Constituency wants to do what they can.
Integrating Major & Planned Gift Programs into Your Campaign
What is a Gift Table?• A standard of giving, the gift table is
a concrete mathematical demonstration of the essential importance of major gifts to a successful capital campaign.
• A tool representing gifts to date.
Integrating Major & Planned Gift Programs into Your Campaign
Why and When Should You Develop a Gift Table?
• Indicates number and size of gifts needed.
• Test for leadership gifts needed.• Required for a feasibility study.
Integrating Major & Planned Gift Programs into Your Campaign
Why and When Should You Develop a Gift Table?
• Defines the goals that must be set.
• Raises donors’ sights.
• An essential management tool.
• An evaluation tool.
Integrating Major & Planned Gift Programs into Your Campaign
Who Uses the Gift Table?• Staff• Volunteers• Management• Donors
Integrating Major & Planned Gift Programs into Your Campaign
Standard of Giving in a Campaign:• Top Gift: 10 - 15% of goal (minimum).
• Top 12 - 15 Gifts: Equates to 40 - 50% of goal.
• Next 100 - 150 Gifts: An additional 35 - 40% of goal.
• Balance of Gifts: 10 - 15% of goal.
Integrating Major & Planned Gift Programs into Your Campaign
Rule of Thirds:• One will give nothing.
• One will give a token gift.
• One will give what you ask.
Integrating Major & Planned Gift Programs into Your Campaign
Break Down the Campaign into Mini-Campaigns:
• Advance gifts.
• Leadership gifts.
• Major gifts.
Integrating Major & Planned Gift Programs into Your Campaign
What is a Planned Gift?• Future gift.
• Gifts requiring professional assistance: Real Estate Securities
Personal Property
• Gift of assets rather than cash.
• Estate gift.
• Gift of accumulated wealth.
All of the above are major gifts!
Integrating Major & Planned Gift Programs into Your Campaign
Planned Gifts Are Now More Important to Success:
• 20 - 25% of goal.
• Include endowment.
• Recognize gifts in campaign.
Integrating Major & Planned Gift Programs into Your Campaign
Planned Giving Shouldn’t Be Optional:
• Enhances your program.
• Allows you to serve a more sophisticated donor.
• Provides long-term security.
• Personal wealth growing rapidly.
Integrating Major & Planned Gift Programs into Your Campaign
Why We Should All Raise PGs• May be the only way donor is able to make a major
gift.
• May be the only way donor is comfortable making a major gift.
• A fundraiser who can’t recognize a PG prospect and close a gift is not doing all he/she can do for their organization.
• A sustained effort brings a regular major gifts.
Integrating Major & Planned Gift Programs into Your Campaign
“Planned Gifts that have been recorded for more than 3 years begin to mature
at 10% to 12% annually.”
Ford-Thompson, 2006
Integrating Major & Planned Gift Programs into Your Campaign
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