Legacy Giving
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This document provides an overview of legacy giving and outlines a building blocks approach to establishing a legacy giving program. It defines legacy giving as conveying one's values through future charitable gifts. Legacy gifts can be as simple as changing a beneficiary form or more complex like a will or trust. While only 1 in 10 leave a gift to charity, legacy giving is an important opportunity as it has low fundraising costs and increases other donations. The building blocks approach promotes sustainable legacy giving through mission alignment, leadership engagement, identifying prospects, stewarding relationships, communications, and program planning.
Legacy Giving
- 1. Legacy Giving A Simple Approach to Attracting Loyal Support Nicole C Weld
- 2. Presentation Overview Define Legacy Giving Tremendous Revenue Opportunity Legacy Giving Building Blocks Philosophy Why Legacy Giving is Important Common Obstacles to Starting a program Why People Create Legacy Gifts Measuring Success Questions and Answers
- 3. How Do You Define Legacy Giving? To convey one's values through creation of a future gift to charity A foresighted action to strengthen a favorite cause
- 4. Legacy Gifts Examples include: beneficiary form designation will trust life-income arrangements endowment gifts They can be created by: Any individual At any point in his/her life
- 5. Simple & Easy Via Beneficiary Form Savings account Checking account Stocks or bonds IRA or pension Life Insurance policy Annuity
- 6. More Complicated Types Will or living trust Charitable gift annuity Life income trust Many others
- 7. Tremendous Opportunity Seven out of ten Americans make gifts to charity during their lifetime. Yet fewer than one in ten leaves a gift to charity in their will or trust. Why? It never occurs to most of us because we havent been asked!
- 8. Legacy Building Blocks Philosophy EASY TO UNDERSTAND DEFINES LEGACY GIVING GOALS ENGAGES ORGANIZATIONAL LEADERS IDENTIFIES PROSPECTS & CULTIVATION STRATEGIES HELPS STEWARD RELATIONSHIPS
- 9. Legacy Building Blocks Philosophy Promotes outcomes-based communication Simple plan for creating successful program Creates organizational culture that values, emphasizes and encourages long-term support
- 10. Why Encourage Legacy Gifts?
- 11. Why Are Legacy Gifts Important ? Almost everyone is a prospect For most people its the largest gift they make It has the lowest cost of fundraising Legacy donors make larger annual gifts Only a small percentage of donors have been asked Wide variety of gift options, many easy to create Only revenue that increases during recessions Staggering transfer of wealth in next 50 years
- 12. Common Obstacles to Starting a Legacy Giving Program Uncertain why its important Subject matter perceived to be too difficult Concern that it takes a lot of staff time Fear that it requires a large budget Misconception that only wealthy individuals create legacy gifts Unsure how to create board / staff support
- 13. Why Arent More Charities Promoting Legacy Giving? Some organizations keep putting it off..
- 14. What Does Your Organization Need To Build A Legacy Giving Program? Understand why legacy giving is important Willingness to talk with others about legacy giving Commitment to celebrate legacy gifts and the individuals who create them
- 15. What Are The Measures Of A Successful Legacy Giving Program? Annual goal for people you speak with Recruitment goal for your legacy donors Legacy giving = organizational priority, not development office responsibility
- 16. Seven Building Blocks 1. Mission, Legacy Giving & Endowment Understanding why legacy giving is important 2. Case Articulating how legacy giving is important to your supporters and your organization 3. Leadership Involving board & staff leadership in your program 4. Prospects Identifying and approaching the best prospects
- 17. Seven Building Blocks 5. Stewardship Fostering and supporting relationships with your supporters 6. Communications and Marketing Sharing your story and promoting legacy gift opportunities 7. Program Plan Defining and building a plan for sustainable revenue
- 18. Why Do People Create Legacy Gifts? Express appreciation to a charity that served them Support and sustain organizations they care about Reflects a cultural, ethical or religious value Meets a need of the community Memorialize themselves or a loved one Serves as an example to future generations Creates something of beauty Accomplishes planning and financial benefits
- 19. The Building Blocks Approach Works Emphasizes sustainability and resource management Articulates long-term objectives and outcomes Engages volunteers, supporters and staff Focuses on relationships, not techno-babble Promotes appreciation of donors on an ongoing basis Communicates how legacy giving impacts mission Provides a plan for creating a sustainable program