Yesterday I had the great opportunity to attend the AFP Give and Gain Conference on planned giving. The opening speaker Viken Mikaelian was an energetic individual with a very unique perspective on how to build a planned giving program. Coming from a background in marketing, his expertise was truly in how to engage an audience and capture the attention of a donor base. Here are a couple of his “rules.”
- Don’t use jargon that donors do not understand. Nix “foundation”, “bequest”, “CRT”, “501(c)3″, and other industry terms from your language. (I’m not sure how we are to get rid of Foundation from our name, but I get where he was going with this.)
- Donor recognition should always be done in print and in a very prominent location.
- Utilizing donor stories as a way to capture attention is a great idea.
- People enjoy being a part of a successful enterprise. Be careful not to sound too desperate for funding.
- Pursue planned gifts that don’t affect the donors cash flow today.
- Stop telling the prospect we can’t wait for them to die! (This is important!) Instead give them helpful information that will benefit their planning for the future.
- Focus on gifts that anyone can make, such as appreciated stock, life insurance policies, IRAs, etc.
He also shared from very interesting statistics:
- 69% of planned giving donors give less than $500/year.
- 50% of planned gifts are from people ages 45 years and younger.
- A typical planned gift is 200-300 times larger than a donor’s annual gift.
- Only 5% of the nation’s wealth is in cash.
I was struck by the practicality of these ideas and facts, and look forward to recrafting our messaging for Legacy Society prospects to reflect this great new information. More information from Viken can be found at his website: www.PlannedGiving.com.
I’m also excited to begin preparing for the next AWESOME conference that I will have the chance to attend. The Foundation is sending me to the National Conference of Community Foundations in San Francisco, CA! I’m thrilled about the line up of speakers, sessions, and networking events. I’m also excited to share that I have the opportunity to be a blogger for the event. I’m going to be sharing updates from the conference Sunday – Wednesday on this blog and at http://www.cofinteract.org/rephilanthropy/.
The first post will be on Sunday night recapping the first networking event with John Korbara. I’m thrilled to be able to share my experiences with all of you and hope that you will follow my comments next week!








