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2008 TARC Conference. Comprehensive Campaigns Strengthen Endowments. Suzanne S. Iler Vice President of Planned Giving YMCA of Middle Tennessee. July 18, 2008 . Comprehensive Campaigns Strengthen Endowments. Endowment is an integral part of a comprehensive campaign SESSION COVERS:
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2008 TARC Conference Comprehensive Campaigns Strengthen Endowments Suzanne S. Iler Vice President of Planned Giving YMCA of Middle Tennessee July 18, 2008
Comprehensive Campaigns Strengthen Endowments • Endowment is an integral part of a comprehensive campaign SESSION COVERS: • Structure of campaign • Identification & coordination of planned giving prospect • Planned gifts as a tool to meet donor interests and needs
Overview • Why there is so much talk about endowment • Paradigm shift
Challenges in Building Endowment • Defining Endowment • Charity’s Development Culture • Staff and Board’s Preconceived Notions • Time • Money
Essential Elements for Readiness • Case statement • Capacity to staff and manage the process • Role of endowment in current development model • Feasibility study
Comprehensive Campaign Benefits • Increases visibility of endowment • Establish planned giving and endowment as priority • Increase current endowment • Increase planned giving • Marshal army of volunteers • Educate staff on planned giving and endowment • Offer donors opportunities that meet their interests and needs • More efficient and less costly than separate campaign • Give donors opportunity to be recognized for larger gift
Situational Analysis –History of the YMCA • Capital focus • Endowment has not historically been a focus • Strong boards • Planned giving society • Documentation • New leadership committed to and understands the importance of endowment
Vision 2020: • Mission: • A worldwide charitable fellowship united by a common loyalty to Jesus Christ for the purpose of helping persons grow in spirit, mind and body. • Commitment: • We build strong kids, strong families and strong communities. • Values: • Caring, Honesty, Respect and Responsibility • Vision: • To be a source of strength to our community by providing an environment where people of all ages, faiths, races, backgrounds and abilities work toward achieving their God-given fullest potential, building friendships and experiencing the joy of helping others. We will fulfill this vision by: • Increasing Availability to All • Developing Youth and Teens. Inspiring Healthier Lifestyles • Deepening Member and Community Involvement • Ensuring Our Legacy • Serving Nashville and Middle Tennessee since 1875
Vision 2020 • Initial Goal Range: $51 million to $58 million (October 2004) • Updated Goal Range: $75 million • Begin process of evaluating Phase II Vision 2020 Campaign projects
Campaign Co-Chairs Treasurer Secretary Board Chair Past Board Chair Cabinet Members Downtown Vice-Chairs Camp Vice-Chairs Maddox Vice-Chairs Northwest Vice-Chairs Youth Development Vice-Chairs Planned Giving Vice-Chairs Camp Steering Committee Downtown Steering Committee Maddox Steering Committee Northwest Steering Committee Youth Development Steering Committee Planned Giving Steering Committee Volunteer Structure
Types of Campaign Gifts Solicited • Outright Gifts(for current campaign needs) • Publicly traded stocks or bonds • Mutual funds • Privately traded stocks and bonds • Tangible personal property • Real estate • Gifts of remainder interest in home or farm • Insurance policy
Income Producing (for deferred campaign needs) • Charitable remainder trust • Charitable lead trust • Charitable gift annuity
Deferred Gifts (for deferred campaign needs) • Most Popular: • Bequest under will • Retirement plan beneficiary designation • Insurance beneficiary designation • Family foundation pledge
Marketing Planned Gifts within campaign • Case • Personal Visits • Board presentations • Publications • Newsletters • Brochure • Postcards • Web site • Tours • Target Marketing
Professional Advisory Committee • Composition • Estate planning attorneys • Financial planners • Insurance professionals • Board presentations • Referrals • Seminar series
Seminar Series • The Involuntary Philanthropist: How will the Government spend 55% of your Estate? • Forty Acres and a Mule: Would you Rather have the Mule? • Alternatives in Retirement Planning/Spending: Are you doing all that you should? • Planning Options for Successful Investors in the Current Market - Basic income tax/capital gains planning • Follow-up most important
Prospect Identification • Long-term involvement • Passion for Organization • 60+ • Annual gift 5 of 7 years • Annual gift 10 of 12 years • Major gift • Board member • Volunteer (in addition to board service) • Top cumulative donor
Prospect Cultivation • Identification • Personal visits • Volunteer involvement • Continued education and awareness • Thank you • Stewardship • Coordination
Measurements • Cash • Documented expectancies • Revocable • Irrevocable • Number of visits • Number of new Heritage Club Planned Giving Society members
Examples of gifts to foundation • Endowment of $10,000 allows 12 kids to take swimming lessons every year • Endowment gift of $10,000 scholarships one summer day camper • Endowment gift of $25,000 scholarships one resident camper
Endowment gifts perpetuate annual giving • $22,200 generates $1000 annually • $55,500 generates $2500 annually • $111,000 generates $5,000 annually
Secrets for Success • It’s all about the donors • It’s also about communicating with those donors • Stewardship is king • Spread the responsibilities • Never, never quit building • Integrity • Listening the Gift
“Philanthropy is the mystical mingling of a joyful giver, an artful asker, and a grateful recipient, in which all three – the joyful giver, the artful asker and the grateful recipient – benefit from the experience” - Doug Lawson
Suzanne S. Iler Vice President of Planned Giving YMCA of Middle Tennessee 615-259-9622 siler@ymcamidtn.org