Planned Giving Queries For Year-End Marketing

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Twenty “average” planned gifts can provide $1,000,000 of mission revenue to your organization. That's based on a commonly-used average planned gift rule of $57,000 each. For some organizations a few as 10 average gifts will provide $1 million; others may need more than 20. No matter the number, year-end is an effective time to market the creation, or notification, of planned gifts.

Along with Tax Time (March and April), Travel Time (June through August), Year-End Time (November and December) falls into a natural pattern of financial planning urgency among our constituents. Which means it's an excellent time to remind them of the impact deferred gifts have on our non-profit missions.

These natural times to think about and discuss estate planning resonate. After all, without the estate planning seed, no giving-trees bear fruit. These are excellent periods of time to reach out to your planned giving pool of prospects to share “ways-to-give” instructions and “Gifts from a Legacy” stories.

A National Association of Charitable Gift Planners (CGP) task force has identified planned gift marketing as one of the foundational pillars upon which a planned giving program is built. Evidence from the task force’s research supports the conclusion that consistent marketing of planned gifts (particularly bequests and bequest equivalents like beneficiary designations) motivates some donors to communicate their intentions.

If you need some assistance with segmenting prospects in your database for year-end marketing here's a few I recommend and why! You'll find detailed instructions for finding records in your ResearchPoint database, if you have a subscription for one, at the end of this blog. If you don't use our prospect research software you may be able to adjust my "select fields" to fit whatever system you're using if the data exists in your tool.

Known Planned Gifts to Other Organizations: If you have knowledge that one of your constituents has made a planned gift to another organization, they may have also benefited you, but haven't shared their secret! In ResearchPoint you can look through records screened through WealthPoint's NOZA database of philanthropy for known planned gifts. At NOZAsearch.com, look for the donation category Planned & Legacy Gift / Deferred Gift / Bequest / Estate Gift.
Insider Stock Holdings/Options: Appreciated securities are great year-end gifts for the charity and for donor's taxes due in the following year. In ResearchPoint you'll want to look for records with confirmed or identified insider stock holdings and options. I've set the query at $1,000,000 or more, but you can adjust my suggestion as you choose.
High Income: High-income earners may be looking for charitable options providing extra financial benefits. Executive titles, Who's Who bios, reported income from foundation board membership, insider corporate positions and business ownership, cluster-code groups and Affluence Insight from Blackbaud Target Analytics wealth segments can be a clue to potential high-income households.

With a little think-time behind your inquiry and a firm knowledge of your organization's data collection, I'm sure you can create other categories appropriate for year-end marketing. Have fun! And, let me know what groups you've chosen for marketing.

RESEARCHPOINT QUERIES:

These queries were developed by the Target Analytics Strategic Consulting Team to help you find high-quality planned giving prospects in your ResearchPoint database. By merging individual queries with others you can employ an even more focused marketing strategy to a large planned giving prospect pool.

For assistance with queries, filters, output or other questions about your ResearchPoint database, chat with a Target Analytics Support Analyst @ www.blackbaud.com Support and then Help

TITLE: Planned Gifts to Other Organizations
- - DESCRIPTION:
    - All records with known planned gifts to other organizations as found in NOZAsearch
  - FILTER
    - (philanthropic gifts) Gift Type contains “planned”
    - [And (philanthropic gifts) Match code is one of P02, S02, P04, S04, P05, S05, P07, S07, P08, S08
    - Or (philanthropic gifts) confirmed = Yes]
  - OUTPUT [NOTE: This query produces duplicate lines and shows multiple organization names where applicable]
    - LookUp ID
    - First Name
    - Last Name
    - City
    - ST (abbreviation)
    - (philanthropic gifts) Organization
    - (philanthropic gifts) Category
    - (philanthropic gifts) Gift year
    - (philanthropic gifts) Low amount
    - Confirmed

TITLE: Insider Stock Holdings/ Options
- - DESCRIPTION:
    - All records with insider stock holdings or options of $1,000,000 or more (assets cumulative)
  - FILTER
    - (wealth information/securities) direct holdings value >= 1000000
    - Or (wealth information/securities) indirect holdings value >= 1000000
  - OUTPUT
    - LookUp ID
    - First Name
    - Last Name
    - City
    - ST (abbreviation)
    - (wealth information/wealth summary fields) Securities assets – confirmed
    - (wealth information/securities) direct holdings value
    - (wealth information/securities) indirect holdings value
    - Confirmed

TITLE: High Income
- - DESCRIPTION:
    - Individuals with household income over $150,000
  - FILTER
    - [(Wealth information\wealth indicators) Confirmed = Yes
    - (And (wealth information\Wealth indicators) Income is one of: (type the following ranges exactly as shown)
  - $151,000 - $200,000
  - $201,000 - $300,000
  - $301,000 - $350,000
  - $351,000 - $400,000
  - $401,000 - $450,000
  - $451,000 - $500,000
  - $501,000 )]
  - OUTPUT:
    - LookUp ID
    - First Name
    - Last Name
    - City
    - ST (abbreviation)
    - (wealth information) wealth indicators) Income

News ARCHIVED | Blackbaud Target Analytics® Tips and Tricks 10/23/2018 3:12pm EDT

Added by Katherine Swank

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