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Perspective

"The Power of the Narrative in Legacy Giving ... The Missing Piece“ Gary MacDonald / AFP May 21, 2014. Perspective. The Charity World. 82,000 Registered Charities In Canada Plus 80,000 Not Registered Expenses Up & Government Funding Shrinking What are your challenges?.

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Perspective

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  1. "The Power of the Narrativein Legacy Giving ... The Missing Piece“Gary MacDonald / AFP May 21, 2014

  2. Perspective

  3. The Charity World 82,000 Registered Charities In Canada Plus 80,000 Not Registered Expenses Up & Government Funding Shrinking What are your challenges?

  4. 4 types of Givers • Tippers • Buyers • Donors • Investors

  5. New Perspective

  6. Missing Below the Water Line Urgency & Gifts

  7. Urgency “The Window” 65+ Civic Generation (Born before or during WW2)

  8. 14 Billion over next 14 years Anticipated in Legacy gifts in Canada Average Legacy Gift – $20,000

  9. 2010 Legacy Poll Findings by Fraser Green • % of all adults who have a will? • 43% • 53% • 63% • 73%

  10. At what age does it jump to 80% who have wills?

  11. What is the percentage of people who have already named a charity in their will?

  12. Best Strategy For Narrative Approach

  13. People - Volunteer Driven Selecting the right volunteers (Criteria) Character Listener Connector Committed to a legacy gift personally Knows little about planned giving Not a current financial planner

  14. Resources Printed Material Video’s Online Resources List of approved Lawyers & Financial Advisors Business Card with Volunteer’s Name Sample Script for Presentation Other?...

  15. Training • Volunteer is selected and screened • Should be aware of the organization • Coached in articulating the impact clearly • Give volunteer access to Leave a Legacy Group for networking and support.

  16. Partnerships • Local “Leave a Legacy” Group or CAGP (Canadian Association of Gift Planners) • AFP (Association of Fundraising Professionals) • Access to other charities and partners to ask questions • Leave a Legacy National Website • Other partnerships…

  17. Warning / Caution • Be aware of undue influence with the potential donor • Directing someone to a specific partner (Lawyer or Advisor) • Directing someone to a specific product (I.E. ONLY insurance)

  18. First Steps • Start with yourself • Board • Staff (when appropriate) • Volunteers and former board members • Build legacy giving into all communications (A testimony of someone who has done it or someone who did and the impact today) • Focus on narrative (stories) and get coached is needed. Remember that your sharing impact not product or process. • Add to your web site and include legal name and charity #

  19. Example Of A Volunteer’s Presentation

  20. Q & A

  21. Gary MacDonaldClearview Consulting and Trainingwww.clearviewcc.ca1.888.494.1027gmacdonald@clearviewcc.ca

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