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Transfer of WealthMarketing Portfolio Training
Midwest Community Foundations’ Ventureswww.MidwestCommunityFoundations.org
Please save this presentation to your desktop or print slides.Training call phone 1.888.245.8769 Passcode 514604.
For technical difficulties, contact your regional association or [email protected] 616.222.3600.
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Training agenda
Transfer of Wealth
SET YOUR STRATEGY
CUSTOMIZE MARKETING TOOLS
LAUNCH WITH TARGET AUDIENCES:board, donors, advisors, nonprofits,community leaders, media, public
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State and county research
Transfer of Wealth
COLLECTIVE AND PER HOUSEHOLD
Current net worth
10-year cumulative transfer of wealth
50-year cumulative transfer of wealth PLUS trend graph
If 5% is given to community PLUS possible grants
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Transfer of Wealth Portfolio
www.MidwestCommunityFoundations.org
Presentation & handout
News copyWeb landing pageand resourcesLegacy Society
Development brief Research
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ONE: Support existing goals• Pitch research for media coverage• Recognize current donors through Legacy Society• Gain new commitments for estate gifts• Use to start conversations or in next speech
TWO: Begin new conversations• Expand circle of prospects beyond HNW individuals• Connect with community leaders• Engage professional advisors in giving strategies• Present to community groups and nonprofits
THREE: Create breakthrough opportunities• Launch a new campaign or special fund• Collaborate on community development • Advocate more favorable legislative policy
A continuum to fit your priorities
SET YOUR STRATEGY
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engage professional advisors
Charity in estate plans
Attorneys, CPAs, etc.
Goals: increases in bequests, expectancies, grants
build personal contacts
Legacy Society
Board members, donors, community leaders, and staff
generate public awareness
Community endowment mind-set
Website, news stories, mailings
leverage partnerships
Agency and Designated Funds
Grantees and nonprofit boards
TARGET KEY AUDIENCES
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Build personal contacts
IMPLEMENT
TIPS:
Begin with board leadership: commitment and networks
Recognize today’s planned-gift donors
Use NMAT Tools for Giving Portfolio for additional handouts
See Development brief for Legacy Society strategy
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Engage professional advisors
IMPLEMENT
TIPS:
Target those who care
Encourage them to discuss charity
Help advisors see their role in a brighter future
Be their resource for all charitable solutions (even those not going to the community foundation)
Recognize referrals
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Leverage partnerships
IMPLEMENT
TIPS:
Reach out to community leaders, grantees and agency-fund nonprofits
Present research and opportunity to boards
Promote power of endowment
Offer planned-giving expertise
Encourage more agencyand Designated Funds
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Generate public awareness
IMPLEMENT
TIPS:
Prepare staff and board first
Create web landing page before you contact reporters
Understand research methodology
Offer state and county reports to media and online
See Development Brief for FAQs and guidance
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It’s a long-term opportunity
IMPLEMENT
TIPS:
Integrate into your strategic plan and communications objectives
Continue “drum beat” through all communications: newsletters, annual report, donor events, estate gift recognition, etc.
Demonstrate your community leadership and leverage networks for broad ownership and support
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Local information and brand
Customize marketing tools
ONE: Add name and logo
TWO: Insert county/regional statistics
THREE: Adjust for local characteristics
FOUR: Customize by audience and objective
Research It’s easy!
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Presentation
CUSTOMIZATION
Includes notes pages
• Highlighted areas require customization
• Review slides for your “voice”
• Additional royalty-free photos found at presentation end
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Two-sided handouts
CUSTOMIZATION
Insert logo and contact informationor attach a business card
Add statistics and local examples to presentation handout
Modify name and text to reflect your legacy program
When importing electronic art files into Microsoft Word® documents, usethe .jpg file format foryour logo and photographs(RGB color mode).
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Releases, articles, web landing page
CUSTOMIZATION
Insert local statistics, logo and contact information
For web landing page, see “web resources” for maps, chart and other links
Add local quotes and stories
Ask your web master to add new landing page and link from home page news
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With targeted audiences
Launch in November
ONE: Understand research and methodology
TWO: Prepare staff and board
THREE: Update website
FOUR: Coordinate local and statewide media
FIVE: Integrate with ongoing communications
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Know your editors and reporters
Identify story opportunities: new research, major gift, National Philanthropy Week, year-end giving, current events and legislation, etc.
Explore more than print, radio, TV
Coordinate regionally
Media and public relations
LAUNCH WITH TARGET AUDIENCES
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Community leadership
Philanthropic services: endowment, legacy, planned giving, custom solutions, etc.
Donor development of less-restricted funds
Professional advisor relationships
Ongoing communications
LAUNCH WITH TARGET AUDIENCES
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Use presentation to “talk the talk”
Securing Our Future
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Surprising wealth: Illinois
$23.7 billion county-wide
$248,819 per household
McHenry County, Illinois
Population: 312,373
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Surprising wealth transfer in next 50 years
$53 trillion in United States
$1.35 trillion in Illinois
$28.3 billion in McHenry County
$297,131 per household
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Three beneficiaries
Taxes CommunityHeirs
Invest a small portion of wealth asa legacy for future generations
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McHenry County Community Foundation
$3 billion in 50 years
5% for future generations
$180.5 million in 10 years
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6+ TIMES
One gift, many generations
YEAR 15
$100,000 in cumulative grants and services
$158,000 balance
YEAR 25
$200,000 in cumulative grants and services
$213,000 balance
assumes 5% annual payout and 8.5% rate of return
Initial gift has been invested: 1 TIME 2 TIMES
YEAR 50
$625,000 in cumulative grants and services
$455,000 balance
YEAR 1
Establish your Family Fund
$100,000 gift
LOOKING AHEAD
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Many gifts, many generations
If 5% of estates transfer to our community foundation endowment…
LOOKING AHEAD
YEAR 10
$156 million charitable gifts
$41.6 milliontotal grants
$180.5 million community endowment
YEAR 50
$1.4 billion charitable gifts
$2.8 billiontotal grants
$3.0 billion community endowment
Customization note: use endowment calculator
to find your estimatedgrant and endowment values
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Janis MacLeish
Home $120,000
Retirement assets $150,000
Savings and investments $20,000
Life insurance policies $10,000
Total $300,000
50% planned gift $150,000
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Stronger community
· Enrich education
· Safeguard health
· Improve neighborhoods
· Cultivate arts
· Protect environment
· Strengthen families
Causes that move you
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Charities that touch your life
Option to designate a local nonprofit
· Cary Children’s Center for Autism
· Community Action Agency
· McHenry County Adult Program
· Woodstock Public Library
· Fox River Grove Parks Fund
· Rebekah’s House
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Ever-changing opportunities and needs
Community Fund
Together, we can grow a permanent endowment that is flexible
and relevant through changing times. We can build security and
prosperity for future generations.
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Everyone can be a philanthropist
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Transfer of Wealth Portfolio
www.MidwestCommunityFoundations.org
Presentation & handout
News copyWeb landing pageand resourcesLegacy Society
Development brief Research
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Your action steps
Transfer of Wealth
Set your strategy
Prepare messengers: board, staff, community partners
Customize marketing tools
Launch with target audiences: media, donors, advisors
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Midwest Community Foundations’ Ventures
Leveraging collective strength to benefitindividual community foundations
www.MidwestCommunityFoundations.org
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www.MidwestCommunityFoundations.org
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engage professional advisors
Charity in estate plans
Attorneys, CPAs, etc.
Goals: increases in bequests, expectancies, grants
build personal contacts
Legacy society
Board members, donors, community leaders, and staff
generate public awareness
Community endowment mind-set
Website, news stories, mailings
leverage partnerships
Agency and Designated Funds
Grantees and nonprofit boards
SAMPLE MARKETING PLAN
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Build personal contacts
Sample marketing plan
Objectives• 100% of board and staff join Legacy Society
• 50% of current donors join Legacy Society
• 100% of leaders from key organizations support wealth transfer campaign
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Build personal contacts
Sample marketing plan
Activities• Gain board understanding and buy-in
• Convene community leaders and discuss research, opportunity and their roles
• Ask all loyal donors if they have/will consider the community foundation in their estate plan
• Ask board and key donors to invite friends to learn more about community foundation opportunity
• Ask board and key donors to invite professional advisors to learn about community foundation and wealth transfer
• Celebrate Legacy Society members
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Engage professional advisors
Sample marketing plan
Objectives• 75% of estate planners ask clients about charity
• 50% of all advisors aware of new research on transfer of wealth
• 10% of all advisors recommend community foundation regularly to clients
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Engage professional advisors
Activities• Visit advisors who’ve referred 3+ clients; discuss wealth
transfer opportunity
• Use advisors council to lead wealth transfer presentation; ask for advice on positioning, engagement process
• Present at local professional association meetings; consider offering professional credit
• Blitz key firms with group presentation about core capabilities, donor/client stories and wealth transfer opportunity
• Leverage NMAT tools to develop relationships with advisors and help them provide custom giving solutions
STRATEGY TWO: BEGIN NEW CONVERSATIONS
Sample marketing plan
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Leverage partnerships
Sample marketing plan
Objectives• 10% increase in agency funds each year
• At least one nonprofit board member remembers the community foundation in Estate Plan
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Leverage partnerships
Sample marketing plan
Activities• Invite nonprofit senior staff to presentation and
roundtable discussions
• Present to key nonprofit boards; discuss community, agency and designated fund
• Provide content for nonprofit communications, including website, newsletters and mailings
• Offer planned giving expertise
• Highlight donor stories
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Generate public awareness
Sample marketing plan
Objectives• Website hits
• Media placements
• New names
• Follow-up discussions
• Inquiries
• Legacy Society members
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Generate public awareness
Sample marketing plan
Activities• Website: provide transfer of wealth research and
opportunity in multiple layers
• PR: pitch research and donor stories to media
• Presentations: host meetings and offer to be a guest speaker to groups who are connected to local community (target people over 55)
• Newsletters: place series of articles that feature research, planned giving, Legacy Society, donor stories, unrestricted giving, strategic grantmaking, etc.
• Annual report: integrate transfer of wealth into each issue
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