Planned Giving and Social Media - NextGen: Charity 2010 Workshop Presentation
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The document discusses using social media for planned giving and fundraising. It begins with an overview of planned giving, including what it is, why it's important, and how it can be done through revocable and irrevocable gifts that provide either lifetime income or do not. The best prospects for planned giving are identified as consistent older donors aged 60 and older. Traditional outreach methods should be reinforced with a social media presence, targeting willing but skeptical older users by addressing privacy concerns and making platforms easy to use. The major social media platforms are Facebook, YouTube, Twitter and LinkedIn, but email is also important. Messaging should be consistent across channels and focus on building long-term relationships over quick calls to action.
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Planned Giving and Social Media - NextGen: Charity 2010 Workshop Presentation
- 1. PG & SoMe: Planned Giving & Social Media NextGen:Charity 2010 delivered by Tony Martignetti, Esq. Martignetti Planned Giving Advisors, LLC November 19, 2010
- 2. @TonyMartignetti #NextGen10 http://www.mpgadv.com 2 Where WeŹ¼re Headed ā¢ What is Planned Giving ā¢ Why is it important ā¢ How is Planned Giving done ā¢ Who are the best prospects ā¢ Traditional prospect outreach ā¢ Using social media properties ā¢ Continuing Ed.
- 3. @TonyMartignetti #NextGen10 http://www.mpgadv.com 3 What is Planned Giving A method of charitable giving that involves the donorŹ¼s consideration of their retirement plan and family estate plan, and Usually (not always) accrues cash to a non-profit at the donorŹ¼s death
- 4. @TonyMartignetti #NextGen10 http://www.mpgadv.com 4 Why Is Planned Giving Important ā¢ Build endowment ā¢ Help through next recession ā¢ Lifetime relationships ā¢ Welcome those with modest incomes ā¢ Your competitors are asking
- 5. @TonyMartignetti #NextGen10 http://www.mpgadv.com 5 How is Planned Giving Done ā¢ Revocable gifts (your donors can take them back) -- very valuable to your program -- Charitable bequests -- Living trusts -- Beneficiary designations ā¢ Irrevocable gifts
- 6. @TonyMartignetti #NextGen10 http://www.mpgadv.com 6 Charitable Bequests ā¢ Not hard to do ā¢ Except, unlikely youŹ¼ll be told ā¢ Xcellent for people of modest means ā¢ Tax deduction for estate doesnŹ¼t matter ā¢ Gain cash, property, anything of value ā¢ Even though revocable, valuable ā¢ Not necessarily small if āresidualā
- 7. @TonyMartignetti #NextGen10 http://www.mpgadv.com 7 Living Trusts ā¢ Check your checks ārevocable living trustā āliving trustā ārevocable trustā ātrusteeā ā¢ Help donor make you remainder beneficiary ā¢ A way to avoid probate ā¢ Received at death ā¢ I see easy transfer to you ā¢ True, no deduction doesnŹ¼t matter ā¢ You get trust remainder quickly
- 8. @TonyMartignetti #NextGen10 http://www.mpgadv.com 8 Beneficiary Designations ā¢ Life Insurance ā¢ Retirement plans -- IRA, 401(k), 403(b), Small Employer Pension (SEP), SIMPLE IRA ā¢ Commercial annuities ā¢ Bank and brokerage accounts ā¢ Any asset with a beneficiary designation
- 9. @TonyMartignetti #NextGen10 http://www.mpgadv.com 9 Where We Are ā¢ What is Planned Giving ā¢ How is Planned Giving done Revocable gifts Irrevocable gifts pay life income
- 10. @TonyMartignetti #NextGen10 http://www.mpgadv.com 10 Irrevocable Gifts That Pay Life Income Donor donorŹ¼s death nonprofit lifetime income cash, stock, real estate planned gift
- 11. @TonyMartignetti #NextGen10 http://www.mpgadv.com 11 The Life Income Gifts (a/k/a love those acronyms) ā¢ Charitable Remainder Annuity Trust (CRAT) -- fixed income for life ā¢ Charitable Remainder Unitrust (CRUT) -- variable income for life ā¢ Charitable Gift Annuity (CGA) -- fixed income for life -- lower minimum gift than charitable trusts
- 12. @TonyMartignetti #NextGen10 http://www.mpgadv.com 12 Charitable Remainder Trusts ā¢ Income tax charitable deduction when trust created ā¢ Typical is husband & wife getting income -- āincome beneficiariesā ā¢ You are remainder beneficiary ā¢ One trust can benefit multiple nonprofits -- āIŹ¼d like to help you but I have other charities I supportā -- āYou can help us allā ā¢ Hard to do for less than $100,000
- 13. @TonyMartignetti #NextGen10 http://www.mpgadv.com 13 Charitable Gift Annuity ā¢ Fixed income for life to 2 āannuitantsā ā¢ Typical is husband and wife ā¢ Income tax charitable deduction ā¢ At death of annuitant(s), whatŹ¼s left is a gift to one nonprofit ā¢ Substantial web of state regulation for approval, especially in CA, NJ & NY
- 14. @TonyMartignetti #NextGen10 http://www.mpgadv.com 14 Where We Are ā¢ What is Planned Giving ā¢ How is Planned Giving done Revocable gifts Irrevocable gifts pay life income donŹ¼t pay life income
- 15. @TonyMartignetti #NextGen10 http://www.mpgadv.com 15 Irrevocable Gifts That DonŹ¼t Pay Life Income ā¢ Life insurance ownership ā¢ Retained Life Estate ā¢ Charitable Lead Trust
- 16. @TonyMartignetti #NextGen10 http://www.mpgadv.com 16 Life Insurance Ownership- Nonprofit Owns Policy ā¢ Charitable deduction -- your donor loves you ā¢ An increase in your net assets --cash surrender value -- your CFO loves you
- 17. @TonyMartignetti #NextGen10 http://www.mpgadv.com 17 Retained Life Estate ā¢ Not just primary residence ā¢ Expiration, then transfer by deed to nonprofit ā¢ Wave bye-bye āremainder interestā ā¢ Yet retain ālife interestā ā¢ Or, a/k/a Life Estate ā¢ Report upfront, immediate deduction ā¢ Keeps donor paying taxes, maintenance, insurance, repairs
- 18. @TonyMartignetti #NextGen10 http://www.mpgadv.com 18 Charitable Lead Trust Model: Donor 2- income for period of years Nonprofit 3- close of trust 1- cash, stock, real estate Lead Trust Heirs
- 19. @TonyMartignetti #NextGen10 http://www.mpgadv.com 19 Where We Are ā¢ What is Planned Giving ā¢ Why is it important ā¢ How is Planned Giving done Revocable gifts Irrevocable gifts pay life income donŹ¼t pay life income ā¢ Who are the best prospects
- 20. @TonyMartignetti #NextGen10 http://www.mpgadv.com 20 Who Are The Best Prospects- Where To Look ā¢ Board, for leadership gifts ā¢ Other current donors ā¢ Exclude events & last yearŹ¼s dinner honoree (unless committed)
- 21. @TonyMartignetti #NextGen10 http://www.mpgadv.com 21 Who Are The Best Prospects ā¢ Age 60 and over ā¢ Consistent donors (they love your work) -- Ignore gift size ā¢ Any income & asset level ā¢ May need income supplement ā¢ Single, female, widowed, heirless (ideal) ā¢ Women outlive men; critical to Planned Giving
- 22. @TonyMartignetti #NextGen10 http://www.mpgadv.com 22 This Sickens Me āA few female friends and I have let it be known to some of the nonprofit organizations we support financially that we would like to explore planned giving options that include their charity. None of the three organizations I mentioned this to have followed up with me...my women friends have had similar experiences. And each time I share the story at a fundraising training I collect another example of a woman who has dropped hints, left messages, sent emails or boldly said something about estate planning & planned giving and they've been ignored or forgotten. āThe age group I'm referring to is mid-40's to mid-60's. We have disposable income now but will have more to share later. Some of us don't have children to leave our assets to and others of us simply want to leave a legacy gift in addition to anything we'll do for our families.ā
- 23. @TonyMartignetti #NextGen10 http://www.mpgadv.com 23 Where We Are ā¢ What is Planned Giving ā¢ Why is it important ā¢ How is Planned Giving done Revocable gifts Irrevocable gifts pay life income donŹ¼t pay life income ā¢ Who are the best prospects ā¢ Traditional prospect outreach ā¢ Using social media properties
- 24. @TonyMartignetti #NextGen10 http://www.mpgadv.com 24 Traditional Prospect Outreach ā¢ Personalized direct mail ā¢ Publications ā¢ Face-to-face meetings ā¢ Seminars ā¢ Events ā¢ Board meetings ā¢ Web ā¢ ALL relevant & integrated with social media work
- 25. @TonyMartignetti #NextGen10 http://www.mpgadv.com 25 Using Social Media Properties ā¢ Penetration 20% among 60+ --rising at steep, increasing rate ā¢ Email most common & comfortable ā¢ Facebook most common property -- the kids & grandkids ā¢ Grave privacy concerns -- Liking; chat; external sites
- 26. @TonyMartignetti #NextGen10 http://www.mpgadv.com 26 Using Social Media Properties āSocial media, done well, strengthens the bond between the nonprofit and its constituents.ā (Nonprofits and Social Media Ain't Optional http://www.ventureneer.com)
- 27. @TonyMartignetti #NextGen10 http://www.mpgadv.com 27 Using Social Media Properties That leaves you with: Willing but skeptical novices Fish where the fish are Bait with what they like to eat
- 28. @TonyMartignetti #NextGen10 http://www.mpgadv.com 28 Using Social Media Properties ā¢ Concerns about identity theft -- Physical address, every page -- Contact: phone number with name and dept. ā¢ Concerns about ease of use -- Make the font larger and have easy page mods -- Make it clear and easy
- 29. @TonyMartignetti #NextGen10 http://www.mpgadv.com 29 Using Social Media Properties The Basics Still Apply -- Strategize & understand -- Listen to communities online & off - health care; finance; taxes;retirement; politics -- Communicate--Try & fail -- Measure --views, hits, followers, downloads, where from, where to; not money
- 30. @TonyMartignetti #NextGen10 http://www.mpgadv.com 30 Using Social Media Properties The Big Four Facebook YouTube Twitter LinkedIn (last two probably not big, but their influencers will be there.) Don't forget old-fashioned email
- 31. @TonyMartignetti #NextGen10 http://www.mpgadv.com 31 Using Social Media Properties Multi-channel conversation Social media best when reinforced by offline prompting and branding Consistent messages across channels Relationship precedes call to action
- 32. @TonyMartignetti #NextGen10 http://www.mpgadv.com 32 Using Social Media Properties Plan & strategize about meeting your constituents online, the same way you strategize around in-person cultivation Aggregated for most Tailored for a few
- 33. @TonyMartignetti #NextGen10 http://www.mpgadv.com 33 Continuing Ed. ā¢ Blog: http://www.mpgadv.com ā¢ Tony Martignetti Nonprofit Radio: FB ā¢ The Martignetti Report enewsletter -- leave a biz card ā¢ Twitter; LinkedIn ā¢ āPlanned Giving Simplifiedā by Robert Sharpe, Wiley publ. ā¢ http://www.ventureneer.com/ ā¢ http://www.whatgives.com/ ā¢ http://www.socialmediaexaminer.com/