Planned Giving Toolkit

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2010 Edition: 12-Month Planned Giving Marketing Plan

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Includes:
What Works, What Doesnt
Resources/Tools
Monthly Planning Calendar
Planned
Giving
Marketing
Plan
For the smaller
to medium-sized
non-profit.
12-Month
The perfect product for
those who cant afford
to outsource.
Valley Forge, Pennsylvania
800-873-9203
Copyright 2010, PlannedGiving.Com, LLC
Rev. August 2010
page 2
Were not your average
planned giving rm.
We ofer tools to improve your marketing; time-and
money-saving downloadable copy for brochures,
articles, leters, ads, and postcards; start-to-fnish
planned giving marketing toolkits; additional copies
of this 12-Month Planned Giving Marketing Plan; Joe
McKays popular Planned Giving Policy Manual; Te
Ultimate Quick Reference Planned Giving Pocket Guide;
Personal stories and refections from your peers; and
anything that helps you re-charge and re-focus.

Remember us next time you are under a tight deadline
with your publication or need to get your planned
giving newsleter out we probably have the article or
content you want. Have a question? Our FAQs cover
gif plans, tax details and all aspects of marketing.
Read past and current issues of Planned Giving
Tomorrow, the only planned giving marketing magazine
for all fundraisers.
And fnally, you can read our nationally recognized blog.
Warning: our contributors tell it as they see it theyre never
bland or tame.
Located in Valley Forge,
PA, PlannedGiving.
Com is your frst and
last stop for all your
planned giving needs.
Truly, theres
something here for
everyone.
Copyright and Disclaimer
Publisher: PlannedGiving.Com, llc
Copyright 2010, PlannedGiving.Com, llc
All rights reserved.
Reproduction or translation of any part of this
work beyond that permited by Section 107 or 108
of the 1976 United States Copyright Act without
the permission of the copyright owner is unlawful.
Requests for permission or further information
should be addressed to PlannedGiving.Com at
800-873-9203.
Disclaimer
Tis publication is designed to
serve as a marketing tool, not
as a legal guide. It is not
intended to provide legal,
tax, investment or other
professional advice, and it
may not be relied on for
such advice. For assistance
in specifc cases, obtain the
services of a competent
atorney or other professional advisor.
1288 Valley Forge Road, Suite 82, Phoenixville, PA 19460
800-873-9203 success@PlannedGiving.Com
%
page 3
Why a Planned Giving Marketing Toolkit for
smaller to medium-sized non-profits?
Because your annual gifs are down, and your need for long-term, stable
endowment is greater than ever before.
Because your best prospects are already hearing about planned gifs from
the charity down the street.
Because over 85% of all planned gifs are gifs anyone can aford gifs
through a will (ofen called bequests*), gifs of a retirement account, gifs
of paid-up life insurance, gifs of appreciated securities. (Actually, appreci-
ated anything that can be appraised and sold.)
Why are these gifs important to you?
It takes no expertise or specialized staf to promote and accept them. You do
not need a lawyer, bank, or fnancial advisor on staf. You can start marketing
and closing gifs that make a big diference today.
Most planned gifs can be marketed as gifs that cost nothing during your lifetime.
Why? Bequests are made afer ones lifetime; insurance, IRs and securities
have already been paid for and are just siting there. Teyre perfect for donors
who worry about afording a cash gif.
Taking advantage of this marketing plan and pursuing planned gifs can make a
big diference for every organization, and your career, too. (Tose who just even
dabble in planned giving earn signifcantly more.) Tis is the perfect tool to
start a planned giving program, or strengthen an existing one.
Remember: less than 5% of this nations wealth is in cash.
Tis marketing plan will open the door to the other 95%.
What can this marketing plan
do for you?
Pages 6-8 tell you what marketing documents you need and where to fnd
them. Tese are a series of leters, postcards and other documents. Dont at-
tempt to write them yourself use your time more wisely.
Pages 9 through 12 detail your 12-month calendar populated with your task
list. Some of the tasks involve sending the items on pages 7 8, and others
involve simple strategies weve developed through experience.
It really is very, very simple. And comprehensive.
*Wed rather call these gifs through ones
will. Why? Most folks out there do
not know the term bequests or to bestow.
Others think a bequest is something
only rich people can have.
Gifts anyone can afford:
Gifts through ones will
Appreciated Securities
Appreciated Anything
Retirement Plans
Life Insurance
Less than 5% of this nations
wealth is in cash.
page 4
What Works & What Doesnt
in planned giving marketing?
What Does Not Work:
Repetitive pre-packaged emails. Te e-recipients know that the
message is impersonal and generic, and so do the spam-blockers on their
computers. Heres a no-nonsense white paper on planned giving spam:
plannedgiving.com/spam. It discusses why you should use e-mail blasts
sparingly.
Websites with superfuous links, deep home pages, too much text,
and updated libraries with exciting (really?) planned giving news in
special reading rooms.
Screening prospects based on just wealth and age (many fundraisers still
market only to seniors bad idea and well tell you why).
Traditional planned giving newsleters (theyre not efective and dont
even get read). A newsleter with useful information and donor stories
does. PlannedGiving.Com/newsleters.
A single mailing. One-step, one-hit marketing is stupid. If you are going to
mail one fyer and stop, stop before you mail the one fyer. [Dan Ken-
nedy, a direct-mail response marketing guru.] Repetition is absolutely
required to make your program successful.
So...
Planned Giving Marketing: Smoke and Mirrors
or a sure thing?
If youre not sure, maybe its time to forget Conventional Marketing Wisdom
(CMW) and start thinking strategically.
When you market planned gifs, you are trying to persuade people to do
something that most of them dont even want to think about permanently
transfer assets away from their control and that of their families. Even your
simplest promotion (Remember us in your will) bogs them down in thoughts
of mortality.
Te CMW answer?
More of the same! Wear them down until they get the message! More
newsleters, more mass emails, more deluxe four-color brochures, libraries
of tax articles on your websites reading rooms. Simply put, more Overkill
Marketing that your prospects tune out.
plannedgiving.com/bequesttoolkit
Please refer to page 15.
page 5
Te strategic answer? (Read this twice)
A balanced blend of print and electronic messages. Most should be benefts-
driven, short and to the point. Why? Because your prospect is inundated with
over 3000 marketing messages a day. Teyd rather think about buying their
next car, a Coke or just about anything before planned giving.
Note that we say benefts-driven (such as you can impact thousands for gen-
erations to come) and not features-driven. Features mention death (when
you die, your insurance pays us). Benefts promote immortality. Features slow
down your sales process. Benefts sell the sizzle. And the sizzle keeps your pros-
pect focused on your mission, vision, and on making the gif. Its that simple.
Multi-Channel Marketing (A Fancy Way to Say Send diferent things)
It is also important to vary the media through which you communicate with
your prospects. For example, dont always use email. Use cards, leters, display
ads, and (geez, oh-no) the old-fashioned phone. If you stick to one single me-
dium, your prospects will tune you out. Tis is a simple sales and marketing
strategy used by experts. Oh yes, and dont forget the face-to-face visits.
Who is Your Voice of Planned Giving?
Do you respond beter when a bunch of people you may or may not know ask
you to do something, or when one person youve built a relationship with asks?
When you think of Wendys, who do you think of ? Dave Tomas, and he
passed away in 2002. Yet Dave developed a close personal relationship with
millions through a carefully scripted ad campaign and appeared in more than
800 commercial advertisements from 1989 to 2002 more than any other
person in television history. Select someone a volunteer, your Executive
Director, a beloved program ofcer and keep having them tell your story...
over and over, like Dave.
A simple plan that works.
First and foremost, memorize your planned giving one-liners (we call
these your elevator pitches). Tey are included in our Ultimate Quick
Reference Planned Giving Pocket Guide (www.plannedgiving.com/guide).
Develop a visually-based customized planned giving website that engages
your readers and then actively leads them to you for follow-up. Make sure
the website is not a passive reading room like most other planned giving
websites. (When was the last time you were in a reading room? Have you
woken up yet?) Reading rooms are not read. Contact VirtualGiving at
800-490-7090. Our friendly and experienced staf will help you develop
your customized, donor-centric planned giving website.
Mail a personalized leter highlighting the benefts of giving wisely
both for the prospect and the non-proft. Include your phone, email and
website URL (well show you where to download a sample that you can
customize for your institution). Mail this same leter or only a slightly
US mail, not e-blasts, is still
the preferred way to receive
information.
73% prefer mail;18% prefer the
same content by e-mail
For Condential Information its
10% (unchanged from 2004)
70% prefer US mail from
companies they are not doing
business with.
For email, the preference is
less than 10%. This makes new
customer acquisition tough.
If you take deliverability issues
into account, you have a less than
1% chance your email may be
read.
page 6
varied version of this same leter three to four times a year. Why the same
one? Because chances are only 10-20% of your leters will get read, and
less than 5% of those who read them will remember your pitch 4 months
later. Besides, you must have as many touches in one year as possible.
More about such mailings in the 12-month plan.
Select your best prospects, and make sure not to use wealth and age as
your primary predictors. Your best predictor is loyalty i.e., giving to
you consistently regardless of amount.
In place of a traditional planned giving newsleter, mail a series of com-
pelling postcards (covered in the 12-month plan). In our information
driven society, newsleters are geting a weaker and weaker response.

Newsleters that work include columns that help donors prepare their
wills, protect important documents while traveling, and other informa-
tion anyone can use. Other things that work are donor lists and focused,
benefts-based planned giving articles such as How to Establish an Endowed
Scholarship With a Gif Tat Cost Nothing During Your Lifetime.

Youre much beter of with a compelling article in your organizational
newsleter than publishing a stand-alone planned-giving-only piece.
Develop a series of display ads (similar to a magazine ad). Tese can be
very efective. (See samples at virtualgiving.com/ads) Place them in your
organizations publications, in commercial publications (if appropriate),
and even in packets of material you hand out about your program.
We can help you fnd the marketing approach that will work for your unique
organization:
Developing a planned giving website? Consider VirtualGiving.
Tey deliver world-class, donor centric, benefts-driven planned giving
websites that inform and inspire and help your prospect learn more about
leaving a legacy to your organization. And unlike other vendors, they guide
the prospect to the right gif plan based on goals and benefts and not based
on age. Tey make planned giving non-intimidating. Tat means donor
centric marketing that is pleasant to read and simple to get.
Are you mailing to too many prospects or not enough? Ten uti-
lize the PGFinder, a proprietary datamining/screening system that is 91%
accurate and uses permutations based on donor loyalty, a much more
accurate predictor of planned giving potential than age or wealth.*
Discovered that your planned giving newsleters arent work-
ing? (We told you so.) Ten put together compelling postcards that get
read. Teir message is retained even if the card is thrown away. You can
download postcard copy at www.plannedgiving.com.
*For more information on PGFinder,
call 800-490-7090
Every fundraiser needs this book.
See last page for details.
page 7
12-Month Planned Giving Marketing
Calendar & Worksheet
for the smaller to medium-sized non-profit.
Follow this simple timeline to jumpstart your program or give a strong boost to an existing one.
I just received this toolkit in June. What do I do?
You can start this program anytime... even mid-year or year-end. Any time is a good time to start
talking about planned giving. As you read through it, everything will become clear and youll
even be able to improvise on the timeline. Tat is, it is easy to make adjustments to the schedule
that we suggest.
In addition, all 18 items on the next two pages are a-la-carte. Feel free to pick and choose, and
again, modify your timeline. But try to keep the product prety much intact if possible. Why tamper with
a system that has been given so much thought that all you have to do is execute it?
YOUR ROAD TO SUCCESS: Weve done all the thinking... so you can do your job of market-
ing and meeting with prospects!
IMPORTANT
You can begin in any month.
All 18 items on the next page are a-la-carte. Feel
free to pick and choose, and modify your time-
line. But why tamper with a system that works?
If you decide to use all of the documents,
you can purchase them at a 30% discount.
Visit: plannedgiving.com/plandocs
Some pieces are used more than once.
page 8
1
Marketing medium: Solicitation leter
What it covers: Tanks donors for past support; reviews creative ways to give
Why: A constant reminder on ways and whys of giving is a must
How to get it: PlannedGiving.Com/2000
2
Marketing medium: Postcard
What it covers: General/most popular planned giving options
Why: A back-up quick-read summary mailer of the leter in
1

3
What it covers: Bequests
Why: Revisiting a point made in
1
A gif that costs nothing during lifetime
4
Marketing medium: Testimonial worksheet (free)
What it covers: Helps you gather donor testimonials/stories
Why: Donor testimonials motivate others to give (and create 2nd time gifs!)
How to get it: PlannedGiving.Com/worksheet (PDF)
5
Marketing medium: Testimonials/Donor stories (pre-writen)
What it covers: If you want to facilitate
4
simply purchase pre-writen stories and adapt
Why: A constant reminder on ways and whys of giving is a must
How to get it: PlannedGiving.Com/donorstories (you will have many to choose fom)
6
Marketing medium: Article/column in any or all of the publications your institution mails out
What it covers: Bequests; reminds them of your website
Why: A good way to back-up your direct mail
7
Marketing medium: Newsleter
Why: Another medium for your marketing. Make sure it includes testimonials
5

8
What it covers: Life Insurance (easy to give)
1

9
What it covers: Bequests (easy to make and do not afect cashfow)
Why: A back-up quick-read summary mailer of the leter
1
and postcard
2

bk
What it covers: Retirement Plans (easy to make and do not afect cashfow)
1
and postcard
2

Resources Youll Need
over the next year
These are just reference numbers and
do not represent a chronological order.
If you decide to use all of the
documents on this page and
next, you can purchase them at
a 30% discount. Visit:
PlannedGiving.Com/
page 9
bl
What it covers: Year-end giving
Why: Tis is a must for year-end when people are looking for deductions
bm
What it covers: Year-end giving even if some securities have dipped; has option for CGA
Why: Use this card in addition to
bl
if the economy poses challenges
bn
Marketing medium: Display ad in your publication(s)
What it covers: General planned giving
Why: A sustainable back-up for continuous coverage
bo
What it covers: General planned giving focusing on year-end giving in a tough year
bp
Marketing medium: Article/Column
What it covers: Bequests; reminds them of your website
bq
What it covers: Bequests (for the faithful older donors)
br
Marketing medium: Newsleter
Why: Another medium for your marketing. Make sure it includes testimonials
5

bs
Marketing medium: Article/column in any or all of the publications your institution mails out
What it covers: Planned giving general; reminds them of your website
Why: A good way to back-up your direct mail
Your chronological, month-by-month,
step-by-step implementation
Note: If you decide to use all of the suggested documents above, you can
purchase them at a 30% discount. Visit: plannedgiving.com/plandocs
For year-end giving
*
*
*
*
page 10
Month
1
Introduce (or, reintroduce) planned giving to your prospects with a personalized leter
1
.
Do this three times a year. Month 1 may be January, July, or any month you choose. Te
important thing is to get started.

Some basic rules to follow:
(a) Send it frst-class mail
(b) Use a live stamp
(c) Hand-address the envelopes do not use labels or window envelopes.
Develop a Basic Level planned giving website ($1,495/yr) with VirtualGiving, Inc.
800-490-7090
Month
2
Send out a planned giving postcard on bequests
9
(emphasize that its the gif that costs
nothing during lifetime).
Develop a display ad (like the display ads you see in magazines) covering planned giving
in general
bn
for any or all of the publications that your institution sends out (monthly
newsleter, annual report, bulletin, etc.) . Use this ad throughout the year in your
publications.

Here are sample layouts you can use: PlannedGiving.Com/displayads
Month
3
Make your organizations newsleter or magazine more useful and donor-friendly by
including a column or article on bequests
6
.
Send out an informative solicitation leter on bequests
3
.
12-Month Plan
page 11
Month
4
Mail a slightly varied version of the same leter
1
you mailed back in Month 1. No need
to re-write it. Your only cost is postage and leterhead.
Approach your donors for testimonials. Need a testimonial worksheet you can download
for free? See
4
.
If you do not have the time, or if you are having difculty gathering donor stories and need
pre-writen stories to start with, See
5
.
Month
5
If you have donors ready to be profled, put together a newsleter showcasing them (em-
phasize vision and mission), with copy on bequests. Here is a powerful newsleter article
on bequests the gif that costs nothing during your lifetime:
7
.
Send a general postcard
2
on the easiest ways to give. Covers bequests, appreciated
securities, IRs and life income gifs. If you dont ofer one of these gif types, just eliminate
it from the card.
Month
6
Make your organizations newsleter or magazine more useful and donor-friendly by
including a column or article on bequests
bp
. (You may publish this for a diferent month
based on the schedule of your publication.)
Postcard on life insurance
8
: Encourage your prospects to give you paid-up life insur-
ance policies whose coverage they no longer need. Get them thinking about how using
non-cash assets can make it easier for them to give more. Promote this as a gif that does not
afect their cash fow.
12-Month Plan
page 12
Month
7
Postcard
9
on bequests: Targets your faithful donors (the ones who have given almost
every year, regardless of amount) and tells them how their involvement with your organi-
zation can continue beyond their lifetimes. Te card highlights the simplicity and satisfac-
tion of endowing annual giving through a bequest. Te copy is clear and persuasive.
Month
8
Postcard
bk
on Retirement Plans: Strong, persuasive copy that contrasts the tax risks of
passing their retirement plan to heirs, with the tax savings of transferring it to you. Readers
are led to you for follow-up information.
Mail a leter
1
very similar to the one

you mailed back in Month 1. No need to re-write
it from scratch.
Month
9
Bring old copy from Month 5 here once again... Postcard
2
on general planned giving
methods.
Make your organizations newsleter or magazine more useful and donor-friendly by in-
cluding a column or article
bs
on bequests. (Tis may appear in a diferent month based
on the schedule of your publication.)
IF IT IS NEAR YEAR-END:
Your frst postcard
bl
(theres another one to follow next month) on year-end giving: Use
the approach of tax-time to motivate your prospects to give. Card describes the benefts of
lowering taxes through a charitable deduction and of using the appreciated stock to lever-
age a larger gif. Copy also recommends that readers update their estate plans, and closes
with a reminder of the ease of making a gif that costs nothing in lifetime.
If it has been a tough year, send out this leter
bo
at month-end too: Year-End Giving in a
Tough Year.
12-Month Plan
page 13
Month
10
Solicitation leter
3
on bequests.
Your second postcard
bm
on year-end giving: At year-end, your prospects are reviewing
their portfolios performance, deciding which securities to sell and which to hold on to.
Tis postcard plays of that activity and shows prospects the benefts of using securities to
make a gif even securities that have declined in value this year. Copy highlights giving
securities outright and using them to fund a gif annuity. Copy will appeal to both casual
and experienced investors.
Month
11
Re-introduce planned giving with the same leter
1
you sent out back in the frst month
of this campaign.
If its close to year-end, use solicitation leter
bo
,

Year-End Giving in a Tough Year .
Month
12
Use the same postcard
9
you sent out in Months 2 and 7. Make sure you place donor
testimonials
5
on the card.
Or send out another newsleter
br
on bequests. Placing donor testimonials in the news-
leter will motivate others to give and generate second-time gifs. If you need testimonial
copy
5
, you can download then customize it.
12-Month Plan
Remember: If you decide to use all of the documents above, you can purchase them at a 30% discount.
Visit: PlannedGiving.Com/plandocs
page 14
Month Postcard Letter Testimonial Newsletter Article Display Ad Website
1 1
Develop
Website
2 9 bn
3 3 6
4 1 45
5 2 7
6 8
bp
7 9
8 bk 1
9 2
or
bl bo
bs
10 3bm 3
11 1
or
bo
12 9 45 br
Monthly Planning Calendar
Use this chart to keep your documents and months organized. If you need to change any of your topics, or add more
topics and tools, visit:
store.PlannedGiving.Com (do not use www before the address)
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REMEMBER
You can begin in any month.
Products
bl
,
bm
and
bo
are specifcally writen to be used during October through December
All 18 items above are a-la-carte. Feel free to pick and choose, and modify your timeline. But
why tamper with a system that works?
If you decide to use all of the documents, you can purchase them at a 30% discount.
Visit: plannedgiving.com/plandocs
Some pieces are used more than once.
page 15
Get Your Board
... on Board
A powerful Power Point presentation to convince
your board on the importance of planned giving and
endowment. Whether you are starting a new program
or stregthening an existing one, its always important to
motivate your board... and get them on board.
And this could be just the tool you need!
Its designed to be used with board members or other
group of volunteers [with a litle editing, it could also be
used with senior leadership]. It can help them under-
stand why planned giving should be an integral part of
the fundraising operation or confrm that their decision
to have a program was the right one.
Essentially, it helps make the case for planned giving. For a
sample of some of the points covered, visit:
plannedgiving.com/board plannedgiving.com/bequesttoolkit
Most planned gifs closed this year
will be bequests.
So why not power-up your marketing of the gif your
donors like best? Get started today, with this ready-to-
go toolkit. From start to fnish, here are all the materials
youll need for a successful bequest campaign.
And, its two toolkits in one like buying one and get-
ting one free!
Te 1. marketing toolkit will help you promote be-
quests.
Te 2. stewardship toolkit will help you acknowledge
and steward your newly discovered bequest donors.
Why waste months planning, writing and editing all
these documents yourself ? Save time, money, and back-
ofce hassle by opening your Bequest Toolkit today.
Make your life, and your job, easier.
You need to be talking to your donors about bequests
right now, not months from now, and with this toolkit
you can do it.
Everything youll ever need... and its two toolkits in one.
page 16
Use this guide to educate your staf and your board, and to
gain more satisfed donors and beter fnancial results for your
non-proft. Writen in simple, plain English.
Tis is the insiders guide to what planned gifs can do for your donors and your organization. Tis is
not another ways-to-give brochure its a whys of giving that helps you understand the ups and
downs of diferent gif planning options for both you and your prospects.
Have it beside you, open, the next time you phone a prospect who has requested information. Carry
it on your next road trip. Youll be up to speed on what gif plans work for which prospects, and ready
with Plan B if your frst recommendation doesnt ft your prospects needs. And each gif description
comes with its own elevator pitch!
Tis publication will make the relationship among the variety of planned gifs clearer. Outright,
estate-plan, life-income? Each has its benefts and challenges and your job is to fnd the one that
best matches your donors objectives while helping your non-proft address its priorities. Te Guide
will give you the perspective needed to get that job done!
Tis is the must-have tool for everyone in development. Not just you for your staf and board
members as well. Its the reference for the rest of us.
Order online (its fast and easy) and remember to order copies for your volunteers and your board:
PlannedGiving.Com/guide
Includes Elevator Pitches that help you say what
the prospect wants to hear.
Its comprehensive : outright, estate-plan and
life income gifts analyzed.
Each gift review includes a summary of its
features, plus benets and challenges for donor
and your organization.
Gift diagrams simplify each review.
Gifts are arranged in a very logical format.
Written by four seasoned experts.
Includes a fold-out cross-reference life income
chart illustrating gift benets and features.
Handy 4x9 inch format ts easily in pocket,
purse or bag.
Wire-bound lays at on your desk.
Four-color , attractive format.
About 40 easy-to-read pages.
$24.95; quantity discounts online.
Will Kit
Tis critical gif
planning kit is also the
perfect networking
kit. Give it out to
atorneys, fnancial
advisors, board
and legacy society
members.
PlannedGiving.com/willkit
CGA Mini Toolkit
A practical series of documents to help
you market Charitable Gif Annuities.
Tis Combo Pack helps you achieve
maximum results and takes the
guesswork out of the process. Why waste
time deliberating over which pieces to
send and in what order to mail them?
Tis pack of six atention-grabbing CGA
marketing pieces will bring results. It will help you raise substantial
money through Gif Annuities while advancing your organizations mission.
PlannedGiving.com/cgamini
2011 Edition
1288 Valley Forge Road, Suite 82, Phoenixville, PA 19460
800-873-9203 success@PlannedGiving.Com
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Planned Giving Toolkit

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2010 Edition: 12-Month Planned Giving Marketing Plan

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