Worksheet Planned Giving MarketingInstitution

City, StateCourtesy of

ANNUAL BUDGET/EXPENSE SHEET PAGE 1

Commitments Budget Planned Giving Website

You can develop this in-house or have it outsourced, which is more cost effective. VirtualGiving.Com offers three levels of websites — choose the one that best meets your needs and goals.

Basic ($1,495/year); Advanced ($2,995/year); Pro Plus ($7,995/year plus $2,000 setup fee) $ $

Direct Mail #1: Solicitation Letter (download a sample letter at virtualgiving.com/announce)

For a personalized (salutation) letter, your list should be compiled by choosing your most loyal prospects. Why? You’ll get better results by regularly communicating with those loyal prospects than by trying your luck with an expensive, one-time, random mailing. Some basic rules to follow: (a) Send this first-class mail (2) use a live stamp (3) do not use labels, handwrite the addresses.

Recommended number of mailings per year: 3

• Labor and material costs (stationery, cost of folding, stuffing, etc.) $

• US Postage (first-class mail) $

TOTAL $ $

Direct Mail #2: Planned Giving Postcards

Taking the number of people in your list, calculate your costs. Again, take into account that your list should be compiled by choosing your most loyal prospects. Too much back-office work for you? We can provide all the services below.

Recommended number of mailings per year: 6 to 8 (see marketing calendar)

• Labor and material costs (copy, graphic design, printing) $

• Fulfillment (mail-shop services such as addressing and sorting) $

• US Postage (this does not have to be first class mail) $

TOTAL $ $

Direct Mail #3: Planned Giving Newsletters

Traditional planned giving newsletters are getting a very weak response. If you want to do a newsletter, do it once a year and make it donor-centric. Have numerous stories and testimonials, and include useful personal content such as how to prepare a will, how to safeguard your im-portant documents, etc. This is best done in-house, in your own department. Avoid the “place your name here” canned newsletter services.

Follow the same targeting rules as in Direct Mail #2 above.

Recommended number of mailings per year: 0-2.

• Labor and material costs (copy, graphic design, printing) $

• Fulfillment (mail-shop services such as addressing and sorting) $

• US Postage (this does not have to be first class mail $

TOTAL $ $

Copyright © 2012, VirtualGiving, Inc.

ANNUAL BUDGET/EXPENSE SHEET PAGE 2

Commitments Budget Data-Mining Tools

Our prospect analysis tools are the best way to data-mine your overall list and predict your planned giving prospects (91% accuracy)

$ $

Planned Giving Calculator

On VirtualGiving.Com websites, we suggest using our proprietary DonorCalcs – the best, easiest-to-use and most donor-centric calculators in the business. PG Calc and PhilanthroTech are also good options (PG Calc offers industry-standard training).

TOTAL $ $

Display Ads For Your Publications

In order to market effectively, it’s important to use different media. A display ad will support your direct mail and drive traffic to your website.

Recommended number of ads: 1 to 2, in as many institutional publications that you can place it.

• Copywriting fees $

• Graphic design and production $

• Insertion fees (if any) $

TOTAL $ $

TV / Radio

Not as popular as direct mail, but gaining momentum.

• Radio $

• TV $

TOTAL $ $

Travel and Entertainment

Face-to-face visits should be a top priority. Your marketing efforts will fill your sales funnel. Now’s the time to visit your prospects. Take into account the minimum number of calls you are expected to make this year, the geographic area over which your prospects are spread, and then likely costs for travel, lodging, entertainment, etc.

Our survey indicates that the planned giving officers who close the most gifts, and earn the highest salaries, make more face-to-face prospect visits than any of their peers (plannedgiving.com/surveyresults).

TOTAL $ $

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Worksheet Planned Giving MarketingInstitution

City, State

MARKETING CALENDAR SAMPLE

Here’s a typical calendar. Not all steps may apply to your situation. See the following page for a blank worksheet.

July*• Get mailing list ready by data-mining for best pros-

pects (just get ready; it’s a bad month to mail)• Prepare website and display ads

August • Send out planned giving postcard

September • Send out annual giving letter with planned giving twist

October• Mail planned giving postcard• Legacy Society event, golf outing, etc. Take pictures

and post on your planned giving website.

November • Mail year-end giving letter; recommend gifts of secu-rities instead of cash.

December • Send out planned giving postcard• Article in your publication; highlight a donor

January • Send out newsletter

February • Send out planned giving postcard

March• Mail tax-season letter — “A gift will make next year’s

taxes less painful!”• Article in your publication; highlight a donor

April • Send out planned giving postcard

May • Legacy Society event, golf outing, etc. Take pictures and post on your planned giving website.

June • Send out planned giving postcard

Your planned giving website

and display ads should be

working for you all year round.

* We arbitrarily chose to begin the year with July, since most non-profits end their fiscal year on June 30.

Courtesy of

Worksheet Planned Giving MarketingInstitution

City, State

MARKETING CALENDAR

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Worksheet Planned Giving MarketingInstitution

City, State

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