SCHEDULE FOR MARKETING A PROGRAM:

SCHEDULE FOR STARTING A PROGRAM

Some Benchmarks for (Re-)Launching
a Legacy Giving Program

Month 1: 

• Defining objectives.  Assign responsibilities.  Establish a committee.  Set a timeline.
• Your case statement:  a clear, focused statement of purpose for planned giving.
• Board support.  (1) Approve a governing board a resolution for planned giving.  (2) Have an influential board member ask the rest of the board to make their planned gift – however small – before the initiative launches.  (3) Review the case statement, describe the financial importance to the organization, and demonstrate the financial opportunity.
• Policies and guidelines.  Upload copies for to share in the PEER Network planned giving navigator portal.
• Understanding UPMIFA.

Month 1-2:

• Legacy Society assessment period – See “Donor Recognition Society”.
• Define the legacy society, membership criteria (article incl.), events, benefits of membership.

Month 2-3:

• Learn how your constituents gives (donor research tools), how your community gives (Chronicle of Philanthropy), how the country gives (Giving USA).
• Preliminary announcement that a planned giving program is (re)-starting.  Noting why planned giving is important (your case statement), explain that details will be coming, and invite anyone to reach out if they have a story of planned giving in the organization or have made their planned gift.
• Preliminary Literature prior to early meetings with influencers.
• Explore the universe and providers for planned giving marketing tools (web, paper, newsletter, etc.)
• Identify and begin drafting planned giving/endowment brochures on how to give and what the charitable gifts will do.  (Variety of templates available under “Brochures” at your Navigator portal.)
• Develop a 1-page FAQ for early conversations.
• Questionnaire gathering info on understanding and support for the foundation, for legacy giving, proclivity to make a gift, previous known planned givers.

Month 3-4:

• Individual and/or group meetings with long-time supporters, members, pillars, etc.
• Tracking donors:  Consider sophisticated donor tracking programs vs. Excel vs. paper files.
• Planned Giving Web Pages – Include on your website a page or pages dedicated to planned giving.  Include your pitch, an invitation, ways to make a gift and a name and way to contact your organization to discuss further.  Your Navigator includes your planned giving webpages with your annual membership subscription.

Month 5:

• Go/no-go decision on legacy society.
• Review Model Standards of Practice for Charitable Gift Planner.
• Donor Bill of Rights
• Establish a protocol to record planned gifts, conversations, intentions.  See attached:  Gift Intake/Tracking Form, Letter of Intent for Future Estate Gift.

Month 6-7:

• Personal invitations to join:  Reach out to those who have declared they have made a gift or intend to.  Invitation to those in the exploratory meetings.
• Report progress to governing board:  Describe meetings, legacy society progress, materials gathered, goals and stories.
• Board and Staff Training:  What is planned giving, why is it important to the organization, and easy ways they can help the effort.

Month 7-12:

• General invitation to constituents:  this may be spread over many months.  The extended length of this phase is important.  All potential donors/members should have ample time to consider their gift and make estate planning arrangements.  This will take time.  Rushing potential donors with a near-in deadline can be counter-productive.  A lengthy deadline allows more communications and more reminders that “there are XX months until the legacy society is launched.  Please don’t miss the opportunity.”
• Connect with past members who have moved away or stopped attending.  Share that in honor of the legacy program we are remembering our roots.  We are reaching out to thank and connect with past members/supporters.  Ask about what was most important to them or what role your organization played in their lives, and share something memorable – a miniature glass jar of earth or water from around your building or a memorable close by landmark.
• Planned Giving Survey

Month 8-10:  Recruit and train new team:

• The launch of this new initiative is significant.  It is exhausting.  Those leading it will be exhausted after the launch.  At this point the highest risk to long-term success is the transition period from a celebrated launch into a lower-profile and long-term program.  This transition is where the effort normally falters.  Recruit new committee members who understand the vision to maintain the program after launch.  Engage them in developing what happens after the launch.  You may wish to incorporate a position description.

Month 15:

• Launch date for legacy society (or legacy non-society) party that is a catalyst deadline for members to make a gift and be a part of the efforts.
• Drip Campaign:  issue constant blurbs about legacy, philanthropy, impact, past donors…
• Tagline:  Add to newsletters, signature blocks, etc.:
  • Please remember our organization in your will and trusts. Or
  • Create your legacy… join the _______ society.  Or
  • Make a difference in the lives that follow.
  • Help preserve our rich heritage while leaving your mark on the future.
• Existing Newsletter:  Place planned giving blurbs and articles in your organization’s newsletter.
• Articles - Weave planned giving into other articles:  Try to include a couple of sentences in articles that demonstrate how your organization is fulfilling its mission.  Note that certain efforts could not have happened without the gift from the _____ family.
• Testimonials:  Have someone who has made a legacy gift offer a testimonial.  Do not exclude younger members from the opportunity.  Tell about legacy gifts of members from the past.