Integrated Gift Planning the Wal-

Mart Wayhow to use multi-media to promote

bequests without breaking the budget

Boyd McBride, CFREJose Van Herpt, CFRE

CAGP 2013 National Conference

Your Presenters

Boyd McBride, CFRE, AFP Ottawa Outstanding Fundraising Executive, launched Canadian Red Cross’ legacy giving program 1990, worked on SOS Canada’s for last 12 years

Jose Van Herpt, CFRE, Good Works Principal & Chief Counsel, AFP, CAGP, advisor to numerous charities on legacy giving / marketing

Our Theme Today …Legacy Promotion Works

• This is worth doing.• You can do it.• You can do it without big

expense.• You can start next week.• You will see results soon.• The money will follow.

This is worth doing

This is worth doing

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Legacies # of Expectants

Eight Things You Can Do

That Won’t Cost a Dollar

#1: Use Your Website

1. Use Your Website (cont.)Leave a Legacy

Planned Giving: an Overview The Wilms continue their gift of love to the children of Africa A personal story from a long time volunteer (Maria Virjee)Legacy Giving – the Pain and the Gain (My personal story of the death of a legacy giver)

Wills & Bequests (Headline: Your ultimate gift: a bequest to orphaned children )

Why you should consider giving through your Will 

Life Insurance - present and after life  Questions and Answers about Life Insurance The two basic options

Remainder Trusts 

#2: Use Your Direct Mail

#3: Use Your Annual Report

#4: Managing InquiriesLetters you’ll need:– ‘Thank you for your

inquiry – can we talk?’

– ‘Thank you for letting us know you’ve already made a planned gift – can we talk?’

– ‘Thank you for your interest and your specific question(s) – can we talk?’ Maria Virjee – The

face of legacy giving for SOS Canada

#5: Frequently Asked Questions

Make sure staff know who to connect inquiries to.

Equip all staff and key volunteers with a fact sheet and answers to FAQs.

#6: Allied Professionals

#7: Create a Club

#8: Talk about it

So what are you doing?

That is not costing you moneyThat you have a sense is working well

It pays to be talking about this

Things You Can Do with Money

Mail Package

SOS Love Story “If you love children as I

do, I sincerely hope you will give careful consideration to making a legacy gift to SOS … Even a small portion of your estate can give children a home, warmth, happiness, a good education and medical care – and most importantly, an SOS mother who will raise them until adulthood.”

Newsletter Options

Cultivation / Stewardship ToolsPromotional Brochure

Cultivation/Stewardship Tools

Toolkit of Copy

• Donor testimonials• Donor profiles• Stories of success• Newsletter articles• How gifts help• Vision• Ad copy• Long / short

versions

So what are you doing?

That costs you time AND moneyThat you have a sense is working well

Barriers to Moving Forward

Overcoming Those Barriers

Resources to Check Out

• Canadian Association of Gift Planners (www.cagp-acpdp.org)

• Websites of large charities promoting legacy giving (WWF; UNICEF; Red Cross; United Church; World Vision...)

• AFP’s and Charity Village’s consultant directories • Frank Minton and Lorna Somers’ Planned Giving for

Canadians – the definitive book.• www.neurosciencemarketing.com • www.theagitator.net• www.sofii.org• www.goodworksco.ca• There are others…collect them, find a new one each week,

get outside of your zone.

Thank You & Good Luck!

Jose Van Herpt, Good WorksBoyd McBride, SOS Children’s

Villages