"I f I fou ound nd a frui uitful tful wor orld, , becau ause se my ancest estor ors s plante ted d it t for or me. Likewise ewise, , I I am planting ting for or futu ture re generatio erations." ns." - Talmud, Ta’anit 23a What Will Be Your Legacy? Dena Morris Kaufman – April, 2017 Harold Grinspoon Foundation jewishlifelegacy.org
Agenda • Who’s in the room? • What is LIFE & LEGACY? • Success to date • Why Now? • Legacy Myths • Marketing • Stewardship • Case Studies • Q & A
LIFE & LEGACY is a 4 – year partnership program of the Harold Grinspoon Foundation (HGF) that assists communities across North America, to promote after- lifetime giving to benefit local Jewish day schools, synagogues, social service organizations and other Jewish entities.
Through training, support and monetary incentives LIFE & LEGACY motivates Jewish organizations to secure legacy gifts and steward donors.
Benefits of Participating • Training curriculum with a proven track record of success • Marketing and Stewardship Best Practices • Incentive Grants • Professional Support • Resource-oriented Website • Community organizations work together to transform philanthropy in your community
Training Provided Year 1 • How to Write a Legacy Plan The Legacy Conversation • Marketing Your Legacy Program • Effective Stewardship • Year 2 From Letter of Intent to Formalized Gift • Best Practices/The Integrated Ask • Being Donor-Centric • Year 3 and 4 based on individual community needs
LIFE & LEGACY Update As of December 31, 2016 In over 4 years, 36 communities, 391 Organizations Secured 12,553 legacy commitments Valued at an estimated $487.5 Million in future gifts to the Jewish community! Already realized $44 Million December, 2016
Senior Living Results As of December 31, 2016 – in 4 years 14 Senior Homes participating Have secured 494 legacy commitments With an estimated value of more than $24.8M in future gifts Over $1M realized to date
Why Now? The $59 trillion transfer of wealth is underway If we don’t ask we will miss an opportunity To maintain the vibrant Jewish community we all value To secure the future for the next generation “We must be the change we wish to see in the world.” Gandhi
Why Now? Endowments, in the past a luxury, are now an essential element of any non- profit’s long -term financial stability strategy as a result of: • Dramatic fluctuations in investment returns • Lowest interest rates in decades • Diminishing government grants • Fewer financial resources and higher demands for services - Kathryn W. Miree & Associates, Inc .
Why Now? Philanthropic advisors state: If 20% of your operating budget is not coming from your endowment by 2025 then your organization will be in fiscal crisis so you need to begin building your endowment
What Motivates Legacy Giving? • A commitment to being Jewish • A desire to live up to the values instilled by parents and grandparents • To give back • To make a difference • To be a part of something larger than ourselves • To be recognized • To feel united with others of similar commitment & values • To commemorate loved ones • To share their good fortune • To support your organization and its mission because they value what you offer to the community
Legacy Giving Myths The Legacy Conversation is NOT about the donor’s death. The Legacy Conversation is offering the donor an opportunity to do something significant during their lifetime.
Legacy Giving Myths Legacy gifts are ONLY endowments Yes endowments, now or later Also life insurance, retirement funds, bequests and other assets Legacy gifts = taking away inheritance Majority estate is left to family members Legacy commitments only a percentage of an estate No will = no legacy gift Portion of retirement funds, life insurance policies or other planned giving vehicles
Legacy Prospects Myths Only those over 65 are planned giving prospects A donor of any age can be a legacy donor Recent study found that 40-49 year olds have the greatest number of bequests to Jewish causes IF they have a will Only wealthy people are prospects Legacy most egalitarian form of fundraising Best prospects - most loyal donors Donors are going to leave everything to their children Donors who have demonstrated a commitment to your organization are likely going to want to illustrate that relationship to their children by leaving a percentage of their estate to you
Need to get out of the mindset of the here and now and instead cultivate a culture of planning for the future.
Recommended Methodology • Form a Legacy team • Write a Case Statement • Write a plan and decide on goals • Identify the RIGHT prospects • Have great conversations with prospects • Market your program • Steward your donors effectively
Marketing • Use tagline EVERYWHERE • Ads and articles • Newsletter content • Visuals including posters, banners, electronic • T ent cards • Website, social media, email • Keep your Board of Directors informed
Tagline Please remember (organization) with a gift in your will, trust, retirement account, or life insurance policy. Stationery, Envelopes, Email signature lines with link, Newsletters, Email blasts, Pop- up on tables, Front page on website… EVERYWHERE
Ads You Can Use As: • Newsletters • Flyer at an event • Pop-up ad (Lucite) • On website • On Social Media • Table in your lobby • As a poster • As a Statement Stuffer
Send a Newsletter Consider for every issue: • Legacy-related article • Donor testimonial • Display ad • Information about who to contact • Suggestion to visit website • Clip & Mail form or Reply postcard
Stand Up Banner
T ent Cards
Websites Charles E Smith Jewish Day School, Rockville, MD Click button to make gift Listing of Donors Testimonials Clicks to learn more
Why Stewardship • Strengthens your relationship with your legacy donors • Keeps them engaged • Makes them feel appreciated
Ideal Stewardship Efficient Back Office Financially Stable and Responsible Further Engage Donors Acknowledge and Recognize Donors
Stewardship • Thank donors promptly (personal note and call) • List donors • Use ads that Steward your donors AND market your program • Utilize donor stories and testimonials • Report impact to donors • Thank donors publically • Invite to event • Create a Legacy Society
Stewardship that is also Marketing
Sample T estimonial
Reporting to Donors
Public Thank You Thank and Recognize Legacy Donors “I want to take a moment and thank our Legacy donors for their commitment to sustaining our future. These individuals and families, ( optional: whose names are listed in the flyer), have named the (organization) in their will, trust, retirement account or life insurance policy as one way of expressing the role the (organization) plays in their life. We are very grateful.”
Minimum of 4 T ouches • Thank you note • Newsletters or newspaper • Phone call • Website • Cards on Anniversary of Legacy • Poster, digital display or Commitment/Holidays donor wall • Meaningful gift • Annual report or programs • Letter/Report sharing Personal your impact • Annual meeting or other Testimonials/ Touch gatherings Donor including Listings Impact Reporting Recognition Special at gathering for “community” Legacy gatherings donors • Legacy Shabbats • Reception before • Annual meetings – light “community” gathering candles • Shabbat Dinner • Galas or other special • Invitation to event not events open to general community
Ultimate Goal Legacy Giving Integrated into your Philanthropic Culture
Why Now? So generous and forward- thinking members of your Jewish community have an opportunity to express their passion, purpose and commitment to the future of your organization and the Greater Jewish Community
Case Studies Memphis Jewish Home & Rehab, Memphis, TN Joel Y. Ashner, Director of Philanthropy and Community Engagement 90 year old organization 160 bed nursing home About 25-30% Jewish patients/residents Jewish population of Memphis is about 8,500 people Development/PR Department of 1 Golf Tournament, direct-mail, major gifts, Legacy and Endowment Capital Campaign beginning later this year Legacy Society established in 2008
Case Studies
Case Studies
Case Studies Heritage Point, Orange County, CA Beth Slavin, Director of Philanthropy 27 year old organization 200 bed facility (independent and assisted , 16 bed memory care) 95% Jewish residents Development/PR Department of 3 Legacy Society established in 2013
Case Studies
Case Studies Organizations of all sizes can implement a Legacy Giving program Heritage Point, Orange County, CA Beth Slavin, Director of Philanthropy Memphis Jewish Home & Rehab, Memphis, TN Joel Y. Ashner, Director of Philanthropy and Community Engagement
Recommend
More recommend
