Planned Giving - They Do It Right. First Presbyterian Church, Bethlehem PA
PLANNED GIVING
19 Ways They Do It Right
at First Presbyterian Church, Bethlehem PA
They’ve got a great reputation for planned giving at First Presbyterian Church in Bethlehem, PA. So how do they do it? I sat down with Lisa Titus and Linda Robertson to get some insight. Neither Lisa nor Linda are new at this – that becomes clear very soon in our conversation. Lisa is the Committee Chair and a fundraiser for Bucknell University, and Linda Robertson is a fundraising professional on staff at the church.
Most of our churches do not have access to fundraising staff, or even volunteers. So we focused most of our time on their high impact and low cost ideas. That was easy, because Lisa’s and Linda’s greatest excitement centered on efforts that cost little or nothing to implement. Here are 19 things that work for them:
1. A Letter: Enlist dedicated and perhaps life-long members to write a letter to the church family. In this letter they might tell their story, sharing the role the church played in their lives plus some specifics if their children were baptized and grew up in the church or other personal testimony. Toward the end of the letter they might invite other members to join in leaving their legacy so that the church can continue to serve those who come next... Include invitations and calls to action such as “we've taken these steps; Maybe you have too. If you have considered it or want more information, please let the church know”.
2. Response Card: In the letter include a response card where the reader can check a box notifying you that they have made a gift, want to learn more or might like to learn about other options.
3. The Heritage Society Brochure: Click Here to see the Brochure. This is a tool to tell the stories of the families who have left a legacy to First Presbyterian Church in Bethlehem PA. This brochure lists all who have made a planned gift, even those who have passed on. Note that no one leaves the list.
4. Committee Giving Is a Given: Everyone on the planned giving committee has made a planned gift. Among many obvious reasons, foremost is that it is very difficult to ask someone to make a sacrifice that you yourself would not make.
Side note: In Presbyterian churches it is not uncommon for a committee to not require its membership to make a planned gift, and, in fact, it is such a sensitive topic to many Presbyterians that many committees intentionally do not ask their committee members whether they have made a gift or not.
5. Committee Make Up: If at all possible, seek committee members who have had fund raising experience. Most helpful is experience in particular types of non-profits, specifically those with a clearly identified membership and/or the organization has a strong sense of extended family. These non-profit organizations have a defined/finite audience and a long-term relationship culture – just like a church.
6. Personal Visits: For some time, a professional stewardship staff-member made calls on members.
7. Business Cards: Even if you do not have a paid stewardship staff-person, get business cards for at least the head of the committee. If a member refers to any giving topics at all, the staff has an information card available. Put a card in everything that you send out.
8. Share News in Planned Giving Opportunities: Keep the church membership up-to-date on the latest planned giving details. For example, last May the planned giving committee sent out notice of a coming change in charitable gift annuity rates... and just now they are getting calls.
9. Seminars: The Church hosted a seminar in September on how to make charitable IRA rollover gifts along with other tax-advantaged giving ideas. The committee provided handouts of frequently asked questions about IRA’s and a sample letter to the IRA administrator on how to transfer the distribution to the church. They had several past IRA donors who planned to come and share about how they made a charitable rollover of their IRA. Several attendees requested more information on how to make such gifts.
10. Education Event: The mission statement for planned giving committee requires sponsoring one education event per year.
11. Donor Gathering: Every other year the committee hosts a Sunday afternoon reception for Heritage Partners at a member's house (often it is held at a remarkable venue or home that everyone would love to visit). The most recent was last fall with just over 60 guests. On alternate years, the committee holds a more modest event like the late Thursday morning coffee centered on discussion topics.
12. Reception for the Financial Advisors, Attorneys, Bankers, etc. at Church: The committee arrange for a reception for advisors. This serves to remind advisors that (1) the church is an option for their clients’ charitable giving and (2) that the church has a dedicated individuals very willing to work with their clients’ on structuring their gift and (3) that there is a dedicated committee to responsibly manage their clients’ gift. During the reception the senior pastor shares some thoughts, and the committee distributes a folder and handout for the guests.
13. Pastors Participation: It is a great value for the pastor to encourage the committee and to join in meetings for many members considering gifts. In every congregation there are members who only feel comfortable speaking with the pastor. Furthermore, many church members are accustomed to being approached for gifts directly by the leadership of their alma maters and non-profits.
14. Quarterly Member Annual Giving Statement: In regular giving statements to members, include a variety of messages: a flyer with a donor story and impact of a gift, a response card about planned giving, or even the simple question “Have you made a gift through your estate plane?”
15. Blurbs Every Week: Include weekly messaging. Include a paragraph, sentence or phrase with different messages about updating a will, gifting stocks or IRA’s, scripture, stories, factoids about the budget, etc. People are overwhelmed with information and lose interest easily - vary the content and style to keep it interesting.
16. Member Stories: The committee current has a goal to gather 52 stories of church members during the year from church members.
17. Sermons on Stewardship: Aim high: One stewardship sermon a year is not enough. Spread stewardship sermons throughout the year. With greater frequency sermons can be more subtle and effective. Presbyterians will appreciate that. Here’s a great one (http://fpc-bethlehem.org/attachments/article/110/August-14_sermon.mp3).
18. Minute for Mission: Use ANY minute for mission to make the point: “we are able to do this because of your generosity and support”.
19. Target Everyone: Do not just focus on certain demographics, perceived net worth or age ranges to appeal for gifts. Generosity and stewardship is for everyone.