1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

How to MarketCharitable Bequests

A special presentation for organizations with endowments at the Rhode Island Foundation

Where are we now?(urgent ~ start today)

“It is in the fourth quarter now. Birth rates dropped 25% in the U.S. between 1925 and 1935. This segment of the population is now age 68 to 78. In other words, the population who will be leaving bequests is about to start a DOWNWARD trend that will not reverse until 2017.” -- Robert Sharpe

Source: quoted by Mal Warwick, March 2004

Translation...Time’s running out on some of

your best prospects.

But there’s a rub...

It won’t “just happen.”

Source: Russell N. James III, University of Georgia, March 2009

“For those who think the generational transfer will automatically flood their organizations with resources, it’s time to think again. Without putting in the hard work of generating these planned gifts, 90% of donor mortality will simply result in lost current giving.”

Translation...It’s totally up to you.

Repeat after me...“If I do nothing now, my

organization loses forever a once-in-a-generation

opportunity.”

UK: Good at bequest marketing. USA: Stinky.In the U.K., legacy gifts account for 29% of total annual giving … vs. below 10 % in the U.S.

“Planned giving.”Insider talk.

“Bequests.”Everyday talk.

Caution...Industry jargon is self-

defeating and a MAJOR barrier to understanding.

“Some say bequests constitute at least 80% of so-called planned gifts; others say 90% or more…”

Source: Mal Warwick, March 2004

Planned giving?

Bequests.

Key tip from Richard Radcliffe

Write like you’re writing to your mum

Relax.It’s easy money.

Most U.S. donors (more than 90%) are happy to consider putting a charitable gift in their wills ... yet few (under 10%) have done so.

Source book: Iceberg Philanthropy (2007)

Who gives?

Facts from researcher Richard Radcliffe

• Women leave 78% of the legacies

• Most are NOT wealthy

• Legacy makers have a history of giving

You already know the people most likely to make a bequest. They’re your loyal donors, the ones who give year after year.

There is a core group “of mostly retired donors who although cash poor (and thus they belong to the lowest income category) are actually asset rich.” They are an important market for bequests.

Source: James and Sharpe, via Adrian Sargeant, 2009

The millionaires next door

• Helene Whitlock Alley, the $100 donor who bequeathed $7.3 million to a diabetes group

• “Homeless man leaves $4 million estate” -- Richard Leroy Walters, did his stock trades over phone at a senior center

• Jean Preston, librarian, amassed an $8 million estate

Source: Marc A. Pitman, Fundraising Coach

Source: Adrian Sargeant - Jen Shang; ID, Death & Bequest Giving, Sept. 2008

“What psychologists refer to as ‘self-grieving’ or grieving for the loss of oneself is common with the elderly as they begin to experience a number of physical difficulties and limitations. (Shaffer 1970). It is interesting to note that individuals attempt to compensate for these losses by searching for new sources of self-esteem, an ego need that could clearly be borne in mind by charities soliciting gifts from this age group.”

4 major vectors:(1) loyal donors(2) childless(3) no grandkids(4) not rich

Of current donors over age 50...

– 50% of those WITHOUT offspring left a charitable bequest.

– When grandchildren appear, grandparents drop charities from their wills.

– Only 9.8 % of those with grandchildren left a charitable bequest.

Source: Russell N. James III, University of Georgia, March 2009

During bad economic times, bequests can be especially attractive to avid supporters on reduced incomes…

Can’t afford a gift to your favorite charity this year?

Make a charitable bequest.

Ground Zero:Board commitment

Rationale:If your board won’t support your organization, why should anyone

~ Step One ~Start a legacy society

You can’t thank them when they’re dead.

Thank them abundantly now.

And make them feel special.

~ Step Two ~Write a 1-page letter to donors who have given

for 5 or more years

Strangers are not going to leave you their money, mostly.

Letter says, in essence...Thank you. You can support us in many ways. And when the time is right, please consider a gift in your will. (Include contact information and sample language.)

The Rich Fox opt-out letter – part 1:

Thanks donors for their lifetime support and explains the organization’s need for bequests and charitable remainder trusts. The letter reminds prospects that many people don’t like to think about writing a will and thus, despite their best intentions, don’t adequately ensure that their wishes are carried out.

Stresses that it is not a request for another contribution and then introduces the concept of the legacy program. The letter explains that donors needn’t indicate the amount of money they intend to leave the organization, merely that they should indicate that they intend to participate in the program. An enclosed enrollment form also includes an opt-out box for prospects to declare they’re not interested.

Explains that as soon as the organization receives a donor’s enrollment form, his or her name will be inscribed immediately in a place of honor at the institution and will be published prominently among the organization’s donors, to help motivate others to follow the example.

Points out, finally, that the legacy program is so important to the organization’s future that a representative will call to explain the program and answer questions – but only if donors do not return the enrollment form to indicate whether or not they’ll participate.

Wise words from P.T. Barnum, Connecticut native son,

philanthropist, political reformer

#1 reason people don’t make a charitable bequest?

“It never occurred to me.”

Calendar for bequest mktg. to donors

Jan-Dec

1st Quarter

2nd Quarter

3rd Quarter

4th Quarter

Monthly e-mailed news w/ bequest reminder

Annual bequest reminder letterItem in print donor newsletterAnnual legacy society meetingSpring solicitation w/ bequest reminderItem in print donor newsletterFall solicitation w/ bequest reminderItem in print donor newsletterYear-end solicitation w/ bequest reminderItem in print donor newsletter

~ Step Three ~Never say die.

Inform. Remind. Repeat.

Please remember ___ in your will.

At the bottom of every letter.

Print it on your stationery.

Leave a legacy that will help others for years to come. A gift to the Canadian Cancer Society in your Will is a simple and powerful way to join the fight against cancer. For more information about how your gift can be arranged and how it will be used, please call 1-888-939-3333 or visit us at www.cancer.ca.

Appears as a footer on every email.

Good tip from Richard Radcliffe

Every year send an annual review to every legacy pledger, summarizing your organization’s accomplishments and accounts.

On page 1 explain key accomplishments. On page 2 have a story illustrating a key accomplishment. On page 3 talk about cost efficiency.

Make it easy to get in touch via the website. DON’T have a click button labeled "legacies." DO have a button labeled, "Do you want to protect our future?" Change the message every three months.

Good tips from Richard Radcliffe

Have a legacy page in your newsletter -- just don't call it that.

ALSO: Every newsletter should have a lawyer column with answers to questions.

Results vary.

Patience is a virtue.

“It takes an average of seven years for a gift planning program to mature to the point where planned gifts are materializing, and it takes three to five qualified prospects to secure one planned gift.”

Larry Stelter’s new book

How to talk about death.(Just don’t.)

Key tip from Richard Radcliffe

Be joyful about bequests. They are “life driven,

death activated.”

Talk about the importance of bequests

to the organization.

Source: Royal National Lifeboat Institution

Dear Supporter,

I'd like to share some thoughts with you. I am sure you are aware that the RNLI is funded totally by voluntary contributions and that legacies are our largest source of income. We are concerned about future legacy income and it seems sensible to talk about our concerns with our regular RNLI supporters as early, and with as much candour, as possible.

Talk about the lasting name recognition.

What are you selling?

Immortality, a bit.

Talk about how big the gift will become over

time, if endowed.

Over 50 years,

a $20,000 bequest will grow

to $368,000+ in principal

and make $300,000+ in grants.Rhode Island Foundation calculation

Over 50 years,

a $100,000 bequest will grow

to $1,488,000+ in principal

and make $518,000+ in grants.New York Community Trust calculation

Mention ease: “All it takes is a quick phone call to your lawyer, to add a charitable

gift to your will.”

Inertiais your enemy.

Repetitionis your friend.

Hold an annual general meeting for your organization as a way of meeting prospects. Hold it at 11 AM. Provide a light lunch. Have someone stand up and say the vision statement, then give the annual review.

How do prospects identify themselves? They respond to

offers.

Successful campaign in the New Yorker and the New York Times.

Just for you...Lots of free

tips and samples:www.aherncomm.com

1© 2009 Tom Ahern | Ahern Communications, Ink. | Bequest Marketing

Documents

Bequest Update 2nd edition, 2013

Little eden bequest booklet

Paloma ahern ruiz

Compassion Bequest Booklet

DEMOGRAPHIC FACTORS AFFECTING BEQUEST PERCEPTIONS …

Charitable Bequest

Organisation & Arrangements Section - Ahern

Mark Bequest

Charitable Bequest Decision-Making

CECELIA AHERN Utóirat: még most is szeretlek! · CECELIA AHERN Utóirat: még most is szeretlek! FORDÍTOTTA SZIEBERTH ÁDÁM. CECELIA AHERN Utóirat: még most is szeretlek! ATHENAEUM

Making a Bequest to Karuna

Charitable Bequest Demographics

Bequest Brochure

Cecelia Ahern - Il Dono

Drew Ahern

Miners Claims & Claim No Date Registered Surname 32652 … Sept...15240 20/6/1908 ahern 15887 17/1/1910 ahern 16845 28/9/1912 ahern 18495 17/4/1919 ahern 12417 10/11/1903 ahsue 11405

Simplesmente acontece cecelia ahern

Cecelia ahern -_P.S._Te_iubesc

The Leprosy Mission Bequest Brochure

Start your bequest program