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Does Planned Giving make sense in 2012 and beyond?. “Face reality as it is, not as it was, or as you wish it to be” ~Jack Welsh. Table of Contents. I. Introduction. II. Contrast traditional fundraising and modern planned giving. III. Two perspectives of a gift.
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Does Planned Giving make sense in 2012 and beyond? “Face reality as it is, not as it was, or as you wish it to be” ~Jack Welsh
Table of Contents I. Introduction II. Contrast traditional fundraising and modern planned giving III. Two perspectives of a gift IV. The current atmosphere V. Planned Giving community’s reaction
Introduction • How did we get here? • What did we expect? • How did things change? • What have we accomplished?
Traditional fundraising contrasted with modern planned giving Typical reasons that nonprofits avoided planned giving: • Required more resources • Required specialists • Too technical/difficult • Not mainstream or popular for smaller charities • No demand from donors • Other fundraising avenues were available • Fear that it would negatively impact immediate gifts
Traditional fundraising contrasted with modern planned giving Planned Giving techniques often include: • Non-cash “assets” • More complexity • More risk • Deferred gifts • Donor-centric strategies • Solution-based methods • Flexible giving that engages donors • Unlimited gifting opportunities • Long-term relationships
Two perspectives of a gift • Benefactor (Donor) • Beneficiary (Charity) • Moving a “benefit” from one to the other
Two perspectives of a gift Donor’s perspective • Many hats • Many responsibilities • Many passions • Standard of living • Fear • Information overload • Trust issues • Prioritizing
Two perspectives of a gift Charity’s Perspective Finance • Ensuring organization has enough resources • Accountable to multiple stakeholders • Outright gifts give us maximum flexibility, simplicity and immediacy Development • Charged with finding additional revenue • Accountable to multiple stakeholders • Planned gifts give us more to discuss with donors, deepen the relationship and promote longevity
Current atmosphere • Philanthropic resilience • Magnitude of market impact on giving • Fundamental change in donor responses to economic headwinds
Current atmosphere • Market • Economy • Political environment • Demographic changes • Global community
Current atmosphere The market Volatility + fear = cash on the sidelines Five-year cycle: 2002 2007 2012 2017? Deleveraging Corporations / Individuals / Government “Uncertainty creates paralysis. Certainty creates actions.”
Current atmosphere The economy The Fiscal Cliff • What is it? • What are the possible outcomes? • What does it mean for you and your donors?
Current atmosphere The political environment Source: CBO, SmartMoney, Thompson Reuters Research Institute of America, 2012
Current atmosphere Demographic changes • Greatest Generation (1900-1927) • Silent Generation (1928-1945) • Baby Boomers (1946-1964) • Gen X (1965-1980) • Millennials (1981-2000)
Current atmosphere The global community • Heightened awareness • Increased competition for philanthropic dollars • International foundations • “Friends of” organizations
Planned Giving community’s reaction What are the options given what we know today? • Recoil • Business as usual • Adapt and push forward
Planned Giving community’s reaction Recoil • Slash or freeze planned giving budget • Emphasize traditional means of giving • Limit donor options Potentialimplications • Not equipped to compete • Donors feel misunderstood • Less money
Planned Giving community’s reaction Business as usual • Continue with status quo • Keep your head in the sand • Wait and See Potentialimplications • Not positioned for growth • Missed opportunities • Lose your place at the table
Planned Giving community’s reaction Adapt and push forward • Recognize possibilities for growth • Position yourself for a new breed of donors • Enhance existing relationships Potential outcome • Seize the opportunity • Rebrand and Ensure Longevity • More Money
Planned Giving community’s reaction Closing thoughts Does Planned Giving make sense in 2012 and beyond? “You must be on top of change, or change will be on top of you.” ~Mark Victor Hansen “If not planned giving, what else can be done to meet your current and future fundraising objectives and ensure the perpetuity of advancing your mission?” ~Audrey Johnson
Thank you Audrey Johnson Vice President Planned Giving Advisor audrey.johnson@wellsfargo.com Phone - 336-732-2987