Transfer of Wealth
Marketing Portfolio Training
Midwest Community Foundations’ Ventures
www.MidwestCommunityFoundations.org
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Training call phone 1.888.245.8769 Passcode 514604.
For technical difficulties, contact your regional association or [email protected] 616.222.3600.
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Transfer of Wealth
Training agenda
SET YOUR STRATEGY
CUSTOMIZE MARKETING TOOLS
LAUNCH WITH TARGET AUDIENCES:
board, donors, advisors, nonprofits,
community leaders, media, public
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Transfer of Wealth
State and county research
COLLECTIVE AND PER HOUSEHOLD
Current net worth
10-year cumulative transfer of wealth
50-year cumulative transfer of wealth PLUS trend graph
If 5% is given to community PLUS possible grants
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www.MidwestCommunityFoundations.org
Transfer of Wealth Portfolio
Development brief
Legacy Society
Presentation & handout
Research
Web landing page
and resources
News copy
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SET YOUR STRATEGY
A continuum to fit your priorities
ONE: Support existing goals
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Pitch research for media coverage
Recognize current donors through Legacy Society
Gain new commitments for estate gifts
Use to start conversations or in next speech
TWO: Begin new conversations
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Expand circle of prospects beyond HNW individuals
Connect with community leaders
Engage professional advisors in giving strategies
Present to community groups and nonprofits
THREE: Create breakthrough opportunities
• Launch a new campaign or special fund
• Collaborate on community development
• Advocate more favorable legislative policy
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TARGET KEY AUDIENCES
Goals: increases in bequests, expectancies, grants
build personal contacts
engage professional advisors
Legacy Society
Charity in estate plans
Board members, donors,
community leaders, and staff
Attorneys, CPAs, etc.
leverage partnerships
generate public awareness
Agency and Designated Funds
Community endowment mind-set
Grantees and nonprofit boards
Website, news stories, mailings
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IMPLEMENT
Build personal contacts
TIPS:
Begin with board leadership:
commitment and networks
Recognize today’s plannedgift donors
Use NMAT Tools for Giving
Portfolio for additional
handouts
See Development brief for
Legacy Society strategy
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IMPLEMENT
Engage professional advisors
TIPS:
Target those who care
Encourage them to
discuss charity
Help advisors see their
role in a brighter future
Be their resource for all
charitable solutions
(even those not going to
the community foundation)
Recognize referrals
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IMPLEMENT
Leverage partnerships
TIPS:
Reach out to community
leaders, grantees and
agency-fund nonprofits
Present research and
opportunity to boards
Promote power of
endowment
Offer planned-giving
expertise
Encourage more agency
and Designated Funds
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IMPLEMENT
Generate public awareness
TIPS:
Prepare staff and board first
Create web landing page
before you contact reporters
Understand research
methodology
Offer state and county
reports to media and online
See Development Brief for
FAQs and guidance
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IMPLEMENT
It’s a long-term opportunity
TIPS:
Integrate into your strategic
plan and communications
objectives
Continue “drum beat”
through all communications:
newsletters, annual report,
donor events, estate gift
recognition, etc.
Demonstrate your
community leadership and
leverage networks for broad
ownership and support
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Customize marketing tools
Local information and brand
Research
ONE:
Add name and logo
TWO:
Insert county/regional statistics
THREE:
Adjust for local characteristics
FOUR:
Customize by audience and objective
It’s easy!
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CUSTOMIZATION
Presentation
• Highlighted areas
require customization
• Review slides for
your “voice”
• Additional royalty-free
photos found at
presentation end
Includes notes pages
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CUSTOMIZATION
Two-sided handouts
When importing electronic
art files into Microsoft
Word® documents, use
the .jpg file format for
your logo and photographs
(RGB color mode).
Insert logo and contact information
or attach a business card
Add statistics and local examples to presentation handout
Modify name and text to reflect your legacy program
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CUSTOMIZATION
Releases, articles, web landing page
Ask your web master to
add new landing page and
link from home page news
Insert local statistics, logo and contact information
For web landing page, see “web resources” for maps,
chart and other links
Add local quotes and stories
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Launch in November
With targeted audiences
ONE:
Understand research and methodology
TWO:
Prepare staff and board
THREE:
Update website
FOUR:
Coordinate local and statewide media
FIVE:
Integrate with ongoing communications
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LAUNCH WITH TARGET AUDIENCES
Media and
public relations
Know your editors and reporters
Identify story opportunities: new research, major gift,
National Philanthropy Week, year-end giving, current
events and legislation, etc.
Explore more than print, radio, TV
Coordinate regionally
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LAUNCH WITH TARGET AUDIENCES
Ongoing
communications
Community leadership
Philanthropic services: endowment, legacy,
planned giving, custom solutions, etc.
Donor development of less-restricted funds
Professional advisor relationships
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Securing Our Future
Use presentation to “talk the talk”
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Surprising wealth: Illinois
McHenry County, Illinois
Population: 312,373
$23.7 billion county-wide
$248,819 per household
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Surprising wealth transfer in next 50 years
$53 trillion in United States
$1.35 trillion in Illinois
$28.3 billion in McHenry County
$297,131 per household
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Invest a small portion of wealth as
a legacy for future generations
Three beneficiaries
Heirs
Taxes
Community
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McHenry County Community Foundation
5% for future generations
$180.5 million in 10 years
$3 billion in 50 years
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YEAR 1
YEAR 15
YEAR 25
YEAR 50
Establish your
Family Fund
$100,000 in
cumulative grants
and services
$200,000 in
cumulative grants
and services
$625,000 in
cumulative grants
and services
$100,000 gift
$158,000 balance
$213,000 balance
$455,000 balance
2 TIMES
6+ TIMES
Initial gift has
been invested:
1 TIME
LOOKING AHEAD
One gift, many generations
assumes 5% annual payout and 8.5% rate of return
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If 5% of estates transfer to our community foundation endowment…
YEAR 10
YEAR 50
$156 million
charitable gifts
$1.4 billion
charitable gifts
$41.6 million
total grants
$2.8 billion
total grants
$180.5 million
community
endowment
$3.0 billion
community
endowment
LOOKING AHEAD
Many gifts, many generations
Customization note:
use endowment calculator
to find your estimated
grant and endowment values
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Janis MacLeish
Home
$120,000
Retirement assets
$150,000
Savings and investments
$20,000
Life insurance policies
$10,000
Total
50% planned gift
$300,000
 $150,000
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Stronger community
Causes that move you
· Enrich education
· Safeguard health
· Improve neighborhoods
· Cultivate arts
· Protect environment
· Strengthen families
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Charities that touch your life
Option to designate a local nonprofit
· Cary Children’s Center for Autism
· Woodstock Public Library
· Community Action Agency
· Fox River Grove Parks Fund
· McHenry County Adult Program
· Rebekah’s House
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Ever-changing opportunities and needs
Community Fund
Together, we can grow a permanent endowment that is flexible
and relevant through changing times. We can build security and
prosperity for future generations.
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Everyone can be a philanthropist
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www.MidwestCommunityFoundations.org
Transfer of Wealth Portfolio
Development brief
Legacy Society
Presentation & handout
Research
Web landing page
and resources
News copy
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Transfer of Wealth
Your action steps
Set your strategy
Prepare messengers: board, staff, community partners
Customize marketing tools
Launch with target audiences: media, donors, advisors
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Midwest Community Foundations’ Ventures
Leveraging collective strength to benefit
individual community foundations
www.MidwestCommunityFoundations.org
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www.MidwestCommunityFoundations.org
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SAMPLE MARKETING PLAN
Goals: increases in bequests, expectancies, grants
build personal contacts
engage professional advisors
Legacy society
Charity in estate plans
Board members, donors,
community leaders, and staff
Attorneys, CPAs, etc.
leverage partnerships
generate public awareness
Agency and Designated Funds
Community endowment mind-set
Grantees and nonprofit boards
Website, news stories, mailings
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Sample marketing plan
Build personal contacts
Objectives
• 100% of board and staff join Legacy Society
• 50% of current donors join Legacy Society
• 100% of leaders from key organizations
support wealth transfer campaign
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Sample marketing plan
Build personal contacts
Activities
• Gain board understanding and buy-in
• Convene community leaders and discuss research,
opportunity and their roles
• Ask all loyal donors if they have/will consider the
community foundation in their estate plan
• Ask board and key donors to invite friends to learn more
about community foundation opportunity
• Ask board and key donors to invite professional advisors
to learn about community foundation and wealth transfer
• Celebrate Legacy Society members
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Sample marketing plan
Engage professional advisors
Objectives
• 75% of estate planners ask clients about charity
• 50% of all advisors aware of new research on
transfer of wealth
• 10% of all advisors recommend community
foundation regularly to clients
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STRATEGY TWO: BEGIN NEW CONVERSATIONS
Sample marketing plan
Engage professional advisors
Activities
• Visit advisors who’ve referred 3+ clients; discuss wealth
transfer opportunity
• Use advisors council to lead wealth transfer presentation;
ask for advice on positioning, engagement process
• Present at local professional association meetings;
consider offering professional credit
• Blitz key firms with group presentation about core
capabilities, donor/client stories and wealth transfer
opportunity
• Leverage NMAT tools to develop relationships with
advisors and help them provide custom giving solutions
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Sample marketing plan
Leverage partnerships
Objectives
• 10% increase in agency funds each year
• At least one nonprofit board member remembers
the community foundation in Estate Plan
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Sample marketing plan
Leverage partnerships
Activities
• Invite nonprofit senior staff to presentation and
roundtable discussions
• Present to key nonprofit boards; discuss community,
agency and designated fund
• Provide content for nonprofit communications, including
website, newsletters and mailings
• Offer planned giving expertise
• Highlight donor stories
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Sample marketing plan
Generate public awareness
Objectives
• Website hits
• Media placements
• New names
• Follow-up discussions
• Inquiries
• Legacy Society members
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Sample marketing plan
Generate public awareness
Activities
• Website: provide transfer of wealth research and
opportunity in multiple layers
• PR: pitch research and donor stories to media
• Presentations: host meetings and offer to be a guest
speaker to groups who are connected to local community
(target people over 55)
• Newsletters: place series of articles that feature research,
planned giving, Legacy Society, donor stories,
unrestricted giving, strategic grantmaking, etc.
• Annual report: integrate transfer of wealth into each issue
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