The NonProfit Times - February 15, 2008 - (Page 5)

MAKING THE PITCH Continued from page 4 hands-on of gift planning. “It is often suggested, or even required, that board members make an annual outright gift to the organization,” he said. “Why not consider 100 percent of the board with planned gifts, too?” He explained that the dollar amount and type of gift can remain confidential, “but such participation would offer a helpful and strategic marketing opportunity for the planned giving staff to promote… It’s a way to show their leadership,” he told the conference attendees. Other ways board members can use planned gifts include: • Encouraging others to give by making challenges or offering matching planned gifts; • Using unrestricted or endowment planned gifts to illustrate the important types of planned gift opportunities; and, • Making planned gifts for specific programs or where the need is greatest in the long term. Another area where board mem- board members may present a planned gift proposal or a ‘blended’ (planned and outright gift) proposal to carefully-selected donors,” Purcell said. He cautioned, however,“If they are going to be involved in solicitation, it must be carefully managed.”Coordination with staff is essential, he said. He emphasized significant preparation and education of board members, even using scripts and role-playing to rehearse a solicitation to “assure that appropriate answers and follow-up is provided with staff support.” Once a planned gift is completed, he said, “Board members can play a very helpful role in assisting with the personal recognition of donors in many ways.” The recognition might include personal calls, visits, letter or notes with words of appreciation in appropriate cases; presentation of planned gift recognition plaques or other gifts in private or public venues such as an annual planned gift donor appreciation event, and attendance and participation at campaign or major donor events where donors are recognized. Finally, Purcell suggested that board members can be the “eyes and ears” of an organization by assisting with evaluation of donor stewardship and making suggestions for improvement, “especially if they are donors themselves and/or communicate with donors.They can provide good ideas - and approve a budget that provides for spectacular stewardship.” NPT Mike Patterson is a former editor at several large daily newspapers and now is associate vice president of planned giving with the Arthritis Foundation and is based in San Antonio, Texas. “ Board members also can be effective in donor education, negotiation and solicitation. bers can be helpful is in the area of donor identification and qualification. In confidential settings, such as board committee meetings, campaign committee meetings or even personal calls to staff,“board members can assist the staff with the identification and qualification of potential planned gift donors,” he explained. “Board members can also be extremely effective in donor cultivation,” he said. He suggested involving them in opening the doors by introducing staff members to prospects or hosting events that introduce prospective donors to the organization and staff members.Another way to be involved is for board members who are planned giving donors themselves to offer testimonials for use in marketing activities, such as newsletters, brochures, Web sites, target letters, public presentations and advertisements. Board members also can be effective in donor education, negotiation and solicitation. “In certain cases, ” FEBRUARY 15, 2008 THE NONPROFIT TIMES www.nptimes.com 5 http://www.pgcalc.com/training/webinars http://www.pgcalc.com http://www.pgcalc.com http://www.nptimes.com

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The NonProfit Times - February 15, 2008 Raising $1 Billion Rebranding A Tradition Making The Pitch Contents Message Matters Consolidation Continues Coordinating Your Message All About The Money Ho-Ho-Hoping At Christmas Best Practices It’s A New Year NPT Jobs Resource Directory

The NonProfit Times - February 15, 2008

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