Wiley
Wiley.com
Print this page Share

The Philanthropic Planning Companion: The Fundraisers' and Professional Advisors' Guide to Charitable Gift Planning

ISBN: 978-1-118-00454-8
464 pages
June 2012
The Philanthropic Planning Companion: The Fundraisers
A donor-centered guide to charitable gift planning for fundraisers and professional advisors

The Philanthropic Planning Companion compiles and analyzes the latest research on donor/client behavior, discussing the need for segmented approaches to charitable gift planning based upon the values and personal planning objectives of the donor/client. With its many tools, checklists and sample materials, it will serve as your charitable giving guide in your work with your donors/clients. Whether you are building your practice to work with high net worth clients or you are enhancing your fundraising program, this is the book you will keep close at hand.

  • Outlines how an integrated, donor-centered, values-based, philanthropic planning approach can be implemented
  • Explores the latest research focuses on donor behavior

For fundraisers and professional advisors alike, The Philanthropic Planning Companion is the one-stop resource you'll keep by your side to help your donors/clients meet their charitable and personal planning objectives.

See More

Foreword xvii

Preface xix

The Role of Philanthropic Planning xx

Our Approach xx

Using the Companion xxii

Acknowledgments xxv

From Brian M. Sagrestano xxv

From Robert E. Wahlers xxviii

PART I THE EMERGENCE OF PHILANTHROPIC PLANNING 1

CHAPTER 1 The Changing Fundraising Marketplace 3

The Evolution from Deferred Giving to Philanthropic Planning 4

In Summary 8

CHAPTER 2 The New Philanthropists 9

Defining Generations 10

Traditionalists (Born Pre-1946) 11

Depression Cohort (1912 to 1921) 11

World War II Cohort (1922 to 1927) 13

Post-War Cohort (1928 to 1945) 15

Transitioning 16

The New Philanthropists (Born 1946 to Present) 17

Older Boomers/Leading Boomers Cohort (1946 to 1954) 17

Younger Boomers/Trailing Boomers Cohort (1955 to 1964) 21

Generation X/Baby Busters Cohort (1965 to 1976) 24

Millennials/Generation Y/Generation Next/Echo Boomers Cohort (1977 to 1984?) 27

Emergence of the ‘‘Great Recession’’ Generation? 32

In Summary 33

CHAPTER 3 Identifying Prospects for Philanthropic Planning 35

Prospect Motivation 35

Identifying a List of Prospects 36

In Summary 40

CHAPTER 4 Creating a Fundraising Environment for Philanthropic Planning 41

Laying the Foundation for Philanthropic Planning 41

The Internal Case for Philanthropic Planning 43

The Role of an Integrated Advancement Program 48

Annual Giving in the Philanthropic Planning Context 48

Gift Planning In the Philanthropic Planning Context 50

Infrastructure 50

Donor Interaction 51

Communication and Marketing 51

The Role of Your Board and Volunteers in Gift Planning 52

The Role of the Board and Volunteers in Philanthropic Planning 57

In Summary 60

CHAPTER 5 The Role of Professional Advisors 61

Roles of Professional Advisors in the Philanthropic Planning Process 61

Dispelling the Myths: Competing or Completing 63

How Professional Advisors Can Promote Philanthropic Planning 64

Would Advisors Benefit from Specialized Training in Charitable Planning? 66

Methods for Fundraisers to Engage and Partner with Professional Advisors 67

Does an Advanced Degree or Certification Create Credibility with Advisors? 68

Engage Professional Advisors 69

Support Professional Advisors in Their Work 71

Steps for Fundraisers to Enhance Collaboration with Advisors 72

Create a Professional Advisors Network 74

The Role of the Professional Advisors Network 77

Measure the Success of Your Partnerships with Professional Advisors 79

Follow the Model Standards of Practice 80

In Summary 81

PART II WORKING WITH PHILANTHROPISTS 83

CHAPTER 6 Integrated Solutions for Principal Gift (Tier One) Philanthropists 85

Who Are the Principal Gift Philanthropists? 85

Unique Characteristics of High-Net-Worth Donors/Clients 86

Motivation for Giving 88

Perceptions of Philanthropy 90

Tax Considerations 92

Decisions and Distributions 92

Giving by Entrepreneurs 93

The Role of Professional Advisors 93

Utilization of Philanthropic Tools 95

Volunteering 95

Children and Values 95

Interpreting the Data 98

Building a Philanthropic Planning Model 98

Philanthropic Planning Models for Charities 99

Philanthropic Planning Models for Professional Advisors 103

Core Elements Common to All Philanthropic Planning Models 106

Defining Values 107

Assets and Exploring the Meaning of Wealth 108

Limiting Financial Inheritance 108

The Business of Being a Family 109

Communication—Family Meetings 110

Philanthropy 111

Creating a Plan 111

Collaboration among Professional Advisors, Charities, and the Family 111

The Art of Listening 114

Concierge Stewardship 115

In Summary 116

CHAPTER 7 Working with Major (Tier Two) Donors 119

Introduction to Moves Management 119

Identification/Education 120

Qualifying Prospects 121

Qualifying Visits 121

Obtaining Qualifying Visits 123

Planning for Qualifying Visits 131

Conducting Qualifying Visits 131

Following Up Qualifying Visits 132

Cultivating Prospects 133

Sharing the Charity’s Mission 133

Introducing Others into the Conversation 134

Cultivation Visits 134

Understanding the Donor 136

Traditionalists (Born Pre-1946) 136

Older Boomers (Born 1946 to 1954) 136

Younger Boomers (Born 1955 to 1964) 137

Generation X (Born 1965 to 1976) 138

Millennials (Born 1977 to 1984?) 139

Soliciting Prospects 140

How the Philanthropic Planning Approach is Different from Other ‘‘Asks’’ 140

Preparing for the Solicitation Visit 142

The Pre-Solicitation Visit 142

Who Should Participate in the Solicitation Visit? 142

Scripting and Rehearsing the Solicitation 143

Asking for the Gift 144

Negotiating the Gift 144

Stewarding the Donor 145

Introduction to the Seven Touches Philosophy 146

Seven Touches 146

Perspectives of Different Generational Cohorts 148

Traditionalists 148

Older Boomers 148

Younger Boomers 148

Generation X 149

Millennials 149

Other Segments 149

The Role of Professional Advisors 150

Complex Asset Gifts 150

Bequests and Living Trusts 150

Retirement Plan Designations 151

Life Insurance 152

Charitable Remainder Trusts 152

Charitable Gift Annuities 152

In Summary 153

PART III MARKETING TO PROSPECTS AND THOSE INTERESTED IN THE MISSION 155

CHAPTER 8 Marketing on a Moves Management Platform 157

Marketing Is Not Gift Planning 159

Using Moves Management 160

Multichannel Marketing 161

Creating a Brand 166

Tracking Marketing Efforts/Measures of Success 166

Managing Costs 169

In Summary 170

CHAPTER 9 Qualifying and Educating Everyone Else 173

Make Donor-Centered Gift Planning Information

Broadly Available Through Existing Outreach 173

Existing Publications and E-Publications 174

Creating Meaningful Ads 175

Ad Topics 179

Response Mechanisms 181

Web Site 182

Properties of an Effective Gift Planning Web Site 182

Setting Up a Gift Planning Web Site 183

Design the Web Site for the Four Tiers of the Gift Planning Audience 184

Key Components to a Gift Planning Web Site 185

Driving Traffic to the Gift Planning Web Site 187

Social Media and Networking Sites 188

Multimedia 189

Webinars, Simulcasts, and Podcasts 189

Videos and Public Service Announcements 190

In Summary 190

CHAPTER 10 Cultivating Loyals and Everyone Else 191

Brochure Program 192

General Brochure 193

Personal Planning Brochures 194

Newsletter 198

Cultivation Tools to Encourage Prospects to ‘‘Raise their Hands’’ 198

Survey and Wills Kit 198

Using Volunteers 201

In Summary 201

CHAPTER 11 Soliciting Loyals 203

Postcards 204

E-mail Follow Up 207

Fulfillment Packages 208

Bequest Buck Slips 208

Use of Other Messages 210

Gift Annuity Addition Program 210

Phone Calling Program 211

In Summary 215

CHAPTER 12 Thanking, Recognizing, and Stewarding Legacy Donors 217

Annual Donors 217

Thanking Annual Donors 218

‘‘We Don’t Value Your Gift’’ 218

Retention and Lapsed Donors 220

Investing In an Acknowledgement System 221

Recognizing Annual Donors 221

Stewarding Annual Donors 224

Annual Fund Buckets 225

Legacy Donors 226

Thanking Legacy Donors 227

Recognizing Legacy Donors 227

The Role of the Recognition Society 227

Stewarding Legacy Donors 232

Stewardship Events 232

Additional Materials—Multi Channel Approach 235

Volunteer Opportunities 238

Stewarding Philanthropists 239

In Summary 240

PART IV PROGRAM INFRASTRUCTURE 243

CHAPTER 13 Creating and Tracking Your Success 245

Create a Plan 245

Individual Performance Goals and Measuring Success 247

Measuring Performance 247

Individual Activity Goals 248

Philanthropic Planning Officers 248

Fundraisers 250

Gift Planning Specialists 250

Gift and Commitment Reports 251

In Summary 251

CHAPTER 14 Policies, Procedures, and Agreements 253

Gift Acceptance 253

Policies 254

Drafting a Gift Acceptance Policy 254

Procedures 259

Identify Areas That Need Procedures 259

Use Checklists 260

Define Responsibilities 260

Gift Counting and Reporting 260

PPP and CASE Standards 260

Generating Reports 261

Gift Crediting/Recognition 262

Gifts from Couples 263

Matching Gifts 263

Gift Valuation 263

Gift Agreements 266

When Is a Gift Agreement Necessary? 266

Binding or Non-Binding? 266

Types of Gift Agreements 269

Anatomy of the Gift Agreement 269

Partnering with Finance and Legal Counsel 270

Enforcing Gift Agreement Terms 270

Misuse of Restricted Funds 271

Repurposing a Restricted Fund 271

In Summary 271

CHAPTER 15 Registration 273

Registration to Solicit 273

Registration Requirements 274

Charitable Gift Annuity Registration 275

Registration to Do Business 277

Due Diligence by Advisors 277

In Summary 278

Epilogue 279

What Do I Do Next? 280

Start Today! 284

Rewards of Philanthropic Planning 284

It Is Up to You 285

Appendix A Sample Internal Case for Gift Planning—Le Moyne College 289

Appendix B Sample Internal Case for Donor-Centered Philanthropic Planning 295

Appendix C Typical Objections to Qualifying Visits 299

Appendix D Sample Qualification Visit Preparation Worksheet 305

Appendix E Qualification Visit Questions/Conversation Starters 307

Appendix F Philanthropic Planning Conversation Starters 309

Appendix G Sample Donor-Centered Gift Planning Marketing Plan 311

Appendix H Sample General Brochure—University of the Sciences 333

Appendix I 52 Ways to Steward Legacy Donors 343

Appendix J Sample Society Brochure—University of the Sciences 345

Appendix K Sample Society Reply Card—University of the Sciences 351

Appendix L Sample Plan Timeline 353

Appendix M Activities Measures Reports 361

Appendix N Sample Gift Acceptance Policy XYZ Charity 363

Appendix O Gift Counting and Reporting Policy Summary 373

Appendix P Gift Reports By Tender Type 385

Appendix Q Gift Reports By Gift Structure 391

Appendix R Sample Gift Agreement 397

Bibliography 401

Notes 407

About the Authors 417

Index 421

See More
BRIAN M. SAGRESTANO, JD, CFRE, is the President and CEO of Gift Planning Development, LLC, a gift planning consulting firm. Previously, he ran gift planning programs for the University of Pennsylvania and Middlebury College and practiced law as a trust and estates attorney. He has been published in Planned Giving Tomorrow and Planned Giving Mentor and cited in numerous publications, including the Chronicle of Philanthropy. Brian is a regular presenter at national conferences and a past board member for several organizations, including the Partnership for Philanthropic Planning.

ROBERT E. WAHLERS, MS, CFRE, is the Senior Director of Development and Gift Planning for Meridian Health. After working as a financial and estate planner, he has spent more than twenty years in the nonprofit sector with organizations like the Boy Scouts of America and American Cancer Society. He has been published in Planned Giving Mentor and has been cited in the Nonprofit Times and Advancing Philanthropy. Robert is a national board member with the Partnership for Philanthropic Planning and serves on the faculty at Columbia University for the Master of Science in Fundraising Management program.

See More
Back to Top