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Stewardship for Planned Giving

CASE

January 8, 2015

Inspired, Joyful, Generous Investment

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Personal Capital

Human

Intellectual

Network

Financial

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Ernie Ludy, Founder Medstat

• Based on trust and knowledge

• Lifelong

• Donor-centric

• Disciplined

• Dynamic

Building Strategic Relationships

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What Do You Promise Your Donors?

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“The Promise”

• Stuff – a computer, unrestricted support

• Outputs – number of scholarships

• Outcomes –

– what your alumni are accomplishing

– how your students, alumni, research, etc. are

affecting the community, country, world

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Stewardship is About IMPACT!

Stewardship = Delivering On Our

Promise

• To deliver on promise of change and impact

• Report back

• Connect donor to mission and outcomes

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Stewardship = “WOW”

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Questions & Comments

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• The vast majority planned gifts are revocable:

– 85%+ of planned gifts are bequests

– Stewardship must go beyond endowment,

scholarship and capital donors

• We need a lifetime of stewardship!

Stewardship for Planned Giving

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• Legacy societies must go beyond recognition

• They must be true programs:

– Stewardship centered

– Multi-channel communication

– Engagement

– Understand preferences

Legacy Societies

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• Welcome letter

• Website

• Welcome letter/packet

• Impact mailings

• Special stewardship opportunities:

– Calls, panel discussions, etc.

Legacy Society Components

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• Did you receive the welcome package?

• What did you think?

• What questions do you still have?

• May I ask you a question?

Extend an invitation!

Follow-Up

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Do You Know Me?

• You must know your donors intent:

– Steward to the donor’s intent

• You must know your donor:

– What are their stewardship preferences?

– What are their communications preferences?

Understanding Preferences

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• Conversations

• Surveys

How do You Know Preferences?

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Stewardship = Being Donor Centric

• Know our donors based on visits, conversations, listening

• Know the other decision makers

• Seamlessness

• Respecting and delivering on preferences

• Providing JOY!

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• Trustees

• Faculty

– Headmasters, Presidents, Chancellors, etc.

– Deans

– Teachers and professors

• Alumni and alumni councils

Everyone Must Get Involved!

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We use student, faculty, dean, and alumni

voices in our stewardship:

– Often

– Often but only one or two (i.e. student but not

alumni and faculty)

– Sometimes

– Rarely

– Never

Polling Question #1

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Questions & Comments

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• Planned givers are annual donors and major

donors

• Stewardship (or lack thereof) in these areas

can affect planned giving

– 66% of major gift donor’s first gift was less than

$250

– Most donors give at least five times before

making a planned gift

– A welcome call results in 35-45% increase in giving

Culture of Philanthropy

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Loyalty Results in Planned Gifts!

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Retention Rates Rule!!!!!**Target Analysis GroupLoyalty Retention Attrition

New Donors 40% 60%

2-4 Years 65% 35%

5 Years or

More

85% 15%

• How many donors will

you need to replace to

stay where are today in

number of donors?

• In terms of dollars

raised?

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What are your retention rates?

– I don’t know

– Below 25%

– Between 26-49%

– Between 50% and 79%

– Greater than 80%

Poll Question #2

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Questions & Comments

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Assessment is a

Great Place to Start

Documenting

• Intent as well as the facts

• Priceless outcome

• Values

• Motivations

• Decision makers

• Preferences

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Thank You/Acknowledgements

• Is what polite people do.

• Within 24 to 72 hours

• IRS “receipt”

• Special attention doesn’t mean delays!

• Who says thank you?

• How do you say it?

Year One Stewardship Plan

1. Thank you call

2. Acknowledgment

3. Welcome package

4. Invitation activity

5. Impact report

6. Message from faculty,

students, family, who

else?

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Measuring Success

• Stewardship audit and strategic plan

• Donor satisfaction and accountability survey

• Stewardship committee

Providing Recognition

• Policies

• Fairness

• Culture considerations

• Motivation considerations

• LOYALTY

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Using Your Website and Social Media

• Stewardship messages – donor and impact

• Advocacy opportunities

• Podcasts

• Micro documentaries

• Video

• Social networking

• Virtual events

• Interaction and community building

• Personalization!!!!!!!

Measuring Success

• Stewardship audit and strategic plan

• Donor satisfaction and accountability survey

• Stewardship committee

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Make Your

Donors Super Heroes!

bob@theosbornegroup.com

@bobosborne17

Look for me on LinkedIn

www.theosbornegroup.com

Like us on Facebook!

Thank You!

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PLEASE

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produce future quality programming.

The link to the evaluation is included in the

Links box located to the left of the slide

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