Integrated gift planning the walmart way
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Integrated Gift Planning the Wal- Mart Way how to use multi-media to promote bequests without breaking the budget Boyd McBride, CFRE Jose Van Herpt, CFRE CAGP 2013 National Conference
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A workshop presented by Boyd McBride and Jose Van Herpt at the 2013 CAGP National Conference. SOS Children’s Villages Canada is a medium-sized Canadian charity with a not-so- big brand in the marketplace. SOS began its work in Canada from scratch less than twenty years ago. Over the years, it has built a modest donor base, and has slowly integrated different strategies and tactics to create a diversified mix of revenues and donors. SOS knows the value of planned giving – yet it lacks the resources to assign big money or full-time staff to the effort. But that hasn’t stopped them from doing some very important work! Legacy marketing has been strategically integrated into the SOS direct marketing program SOS website has been re-designed to incorporate storytelling and to motivate donors to make bequests SOS senior staff and volunteers synergize planned giving with major gift work in a seamless and effective way Stewardship program at SOS has been carefully designed to make donors feel appreciated – AND to plant the seeds of legacy giving SOS Children’s Villages is a case study that’s applicable to thousands of gift planners who aspire to more ambitious programs but who don’t have unlimited time and budget to dedicate to the effort. The SOS gift planning program is lean, strategic and synergistic. It makes use of just about every available donor touch point to cultivate donor loyalty and commitment – and to leverage that loyalty into higher order giving. And the best thing is – NONE of this is rocket science! Once participants see how SOS has done it, they’ll realize that they can do it too.
Transcript of Integrated gift planning the walmart way
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
