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BECAUSE THE RIGHT PERSON IN THE RIGHT JOB MAKES ALL THE DIFFERENCE. LOIS L. LINDAUER SEARCHES
WHITEPAPER SERIES FOR
DEVELOPMENT LEADERS
During Tough Times, Role of Planned Giving Gains Prominence
Planned Giving Conversations with: American University • Arizona State University •
Children’s Healthcare of Atlanta • M.D. Anderson Cancer Center • McGill University
• Partnership for Philanthropic Planning • Worcester Polytechnic Institute • Southcoast
Health System of Massachusetts
BECAUSE THE RIGHT PERSON IN THE RIGHT JOB MAKES ALL THE DIFFERENCE. LOIS L. LINDAUER SEARCHES
Over the past 24 months our firm has received an increased number of requests for planned giving leaders.
We have been steadily filling these posts for years, of course, but at no other time in our firm’s history have we
worked on so many planned giving searches at the same time. The client mantra for the previous ten years had
been clear -- “Find us great major gifts people!”
Late last year, as the recession began to take hold, we began seeing numerous articles and association reports
outlining planned giving’s increasing importance as major gift donors experienced the brunt of the economic
meltdown.
We were interested in learning more about planned giving’s increasing prominence, and so we asked a few of
our clients – as well as the longtime president of the Partnership for Philanthropic Planning – for their perspectives.
We thank them for sharing their expertise with us and hope you find their insights and suggestions helpful to your
development programs.
Lois L. Lindauer
Immediate and
Long-term Benefits
At a time when many nonprofit institutions University, concurs, saying, “Planned giving McGill, bequests are our strongest gift method.
are focused on current needs fundraising, there allows us to be more sensitive to donors’ Our average bequest is CA$100,000, and
is an increasing interest among development changing situations. If we know someone has in fiscal year 2008-2009, CA$22 million
leaders for the most long-ranging of all giving been negatively affected by the economy, we was raised through planned giving overall
vehicles -- the planned gift. In fact, all of now encourage hybrid gifts that may combine (booked and actual). Despite our limited
the experts interviewed by Lois L. Lindauer direct gifts with a bequest or other type of budget, the planned giving office provides an
Searches (LLLS) for this article, cite the deferred gift, thereby providing greater extraordinary return on investment.”
value of planned giving in fostering deeper flexibility for the donor. Helping donors In the past four years, M.D. Anderson
connections with current donors impacted by achieve their vision, even if they can’t give the Cancer Center has expanded its planned
the recession and in building future revenues. same amount as they did in previous years, giving program dramatically, and this growth
Tanya Howe Johnson has been President creates a tremendously powerful conversation has yielded impressive results. Kevin Pickett,
and Chief Executive Officer of the Partnership and underscores how much the institution who serves as a Director of Development for
for Philanthropic Planning (formerly the values donor involvement.” Planned Giving, says the team includes six field
National Committee on Planned Giving) In addition to advancing development officer positions (two of which are currently
for more than 18 years. She says, “Today’s during tough times, keeping the array of unfilled), communications professionals, and
Chief Development Officer knows a strong planned giving options on the table is several support staffers.
planned giving program is integral to a important when the economy is strong, say He says, “Planned giving revenues now
healthy fundraising strategy. There is also an our experts; doing so allows for more donor- account for nearly half of M.D. Anderson’s
understanding that in difficult economic times centric fundraising and optimizes an important annual contributions. For the fiscal year
donors need creative options to continue their revenue source. ending in August 2009 our booked gifts
philanthropic involvement.” Weinstein, whose office secures more totaled more than $82 million; up from $33
Marc Weinstein, Vice Principal of than CA$100 million annually, fully supports million in 2008.
Development and Alumni Relations at McGill a proactive planned giving program. “At
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Planned Giving’s Evolution -- in 2007 all were made by living donors. giving has been a very stable and productive
Some theorize the recession has caused even revenue sources for us. As a matter of fact,
Moving Away from the Silos
the nation’s wealthiest individuals to decrease when I started, planned giving revenues
In January 2009, the National Committee the size and number of outright gifts. accounted for 40 percent of WPI giving, but
on Planned Giving changed its name to And while the Giving USA numbers for there was still room to grow,” he says.
the Partnership for Philanthropic Planning. 2008 show a 2.8 percent dip in charitable He continues, “I wanted to make a strong
According to CEO Johnson, the move was bequests from 2007 (which Johnson attributes, effort even better by adding a high caliber
made to better reflect the association’s support at least in part, to demographics – there were planned giving expert who could design
of a function that has become more complex fewer people born between 1925 and 1935 a program, carry a portfolio and extend
and integrated with overall fundraising. She so the current death rate is lower), the bequest the planned giving knowledge of the other
says, “I’ve been with the organization almost total for the year was a robust $22.66 billion, development officers. Thanks to LLLS, our
from its inception in 1988, and over the years the third highest amount ever recorded. new Executive Director Audrey Klein-Leach
I’ve seen interesting changes. In the 1990s Johnson is most excited about the greater now offers a series of “Brown Bag” lunch
there was a surge in the number of planned integration of planned giving in development presentations on planned giving topics and
giving officers and this was followed by a programs, a trend she was seeing even is an integral participant of our top prospect
surge in the number of financial advisors before the downturn. “In the past, major and meetings, which provide additional planned
involved in planned giving counsel and planned gifts were considered completely giving strategy exposure to members of the
document preparation.” separate functions,” she explains. “But now gifts team.”
In this recession, the tremendous potential most development professionals see it is more He adds, “I am also a big fan of the
of planned gifts has become evident. Seven effective to view major and planned gifts as Indiana Institute’s [Indiana University’s Center
of the largest gifts made during 2008 came a continuum of options, so gift officers can on Philanthropy] planned giving track, and
from estates, whereas the largest gifts made create a giving plan that meets each donor’s I am happy to send interested major gift
unique needs.” officers to the Center’s one week immersion
program. Finally, on an ongoing basis, we
do in-service programs on campus with key
Stretching the Planned PG strategists like John Brown LLC and State
Giving Expertise of the Street Global Advisors. This is a cost-efficient
Major Gifts Team way to enhance everyone’s skills.”
At McGill University, Marc Weinstein’s
Given the complexity of planned giving, seven-person planned giving staff (with four
institutions will, of course, continue to require front-line fundraisers), also offers Brown Bag
expert in-house professionals. We found presentations to major gift officers as well
Chief Development Officers are also making as one-on-one training and will accompany
concerted efforts to increase the knowledge major gifts staffers on calls as necessary. In
and comfort level of their major gifts officers addition, major gift officers are now required
in the area of planned giving. to integrate planned giving metrics into
Dexter Bailey joined Worcester their annual work plans by conducting a
Polytechnic Institute (WPI) as Vice President minimum of two meaningful planned giving
for Development and Alumni Relations in the conversations a month. The goal is not to make
spring of 2006. Overseeing a staff of 40+ major gift officers experts in the technical
staffers, he asked LLLS to help the Institute aspects of planned giving, but to help them
secure an Executive Director of Planned Giving feel comfortable doing multi-prong asks.
to design and implement a comprehensive Judith Pillon serves as Associate Vice
program and carry a portfolio. President for Planned Giving at Arizona State
Upon arrival at WPI, he was struck with University (ASU) and came to the university
Tanya Howe Johnson, President and CEO of the how comfortable the school’s alumni were a year ago with the charge to build up the
Partnership for Philanthropic Planning planned giving function. Prior to her ASU
with planned giving. “Historically, planned
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appointment she had developed planned two people per year into the school’s Legacy and Alumni Relations at American University
giving efforts at UCLA and Johns Hopkins Society. Concurring with Marc Weinstein, in Washington, DC. His charge was to take
University. Pillon has used her 20+ years Pillon says, “I’m not trying to make planned a good office to the next level of fundraising
of planned giving expertise to design and giving experts, only to make sure they are excellence while closing a $200 million
implement an internal certificate program for conversant in the basics.” capital campaign.
development staffers in other areas who want Like Dexter Bailey at WPI, Minar
to learn more about planned giving. stepped into a situation where the planned
Of Bequests and Beyond
giving function was strong and stable. He
All of our client experts said that bequests explains his emphasis going forward will be
constitute the majority of their institutions’ on maintaining his current program model
planned gifts. This is in line with what through the end of the campaign. He says,
fundraising experts have said for years and “Since 2003 American has brought in more
with a study published by Jonathan Gudema than $31 million in planned gifts and that’s
in 2008 for OnPhilanthropy.com. In “Will really a terrific number. I’m fortunate because
the Real Planned Giving Please Stand Up,” we have a strong planned giving person, as
Gudema reports his findings after examining well as major gifts people who are hungry
data from the Voluntary Support of Education and willing to ask for planned gifts.”
Survey published by the Council for Aid to He continues, “In the long term, I’d like to
Education. He found that more than 80 see my current person -- who’s fantastic with
WPI’s Audrey Klein-Leach, Executive Director percent of planned giving monies came the technical aspects -- be an integral part
of Planned Giving, and Dexter Bailey, Vice
President for Advancement and Alumni Relations from bequests -- the average bequest was of a larger program with more gift officers
$162,000 and the average deferred gift was on the road supported by a comprehensive
“I wanted to offer those with an interest $73,000. marketing campaign. To know what is truly
in planned giving a way to advance their However Gudema cautions that the possible in planned giving, one needs only
skills and receive some recognition for their deferred giving totals were “present valued,” to look at Pomona College in California.
efforts,” she says.“Our first ‘class’ consisted and if they were tallied as full valued, bequests Under Vice President Chris Ponce and his
of staffers with similar knowledge and might account for 60 percent of planned predecessors, the school has raised the bar
experience. I taught a series of five classes giving revenues. He says, “…a planned for planned giving in higher education. It
and at the end they received their certificates. giving program needs more than bequests to is well staffed, marketed beyond alumni to
The classes demystified planned giving for market. Deferred gift marketing complements members of the community, and generates
them, and the certificates rewarded them for a bequest program by interesting donors in tremendous revenues.”
their initiative.” potential estate planning options.”
While many Chief Development Officers
During her classes Pillon covers topics So what trends have our experts seen
would love to have their trustees show more
such as charitable gift annuities, charitable beyond bequests? WPI’s advancement office
interest in planned giving, American University
remainder trusts, bequest intentions, estate reports having more dialogues surrounding
trustees are knowledgeable about the area
administration, gifts of property, and gifts lead trusts and has done many annuities
and are eager to build a bigger program.
of tangible personal property – “the good, over the past year. McGill is also seeing
“The trustees are savvy and know planned
the bad, and the ugly.” Participants are also an increase in charitable gift annuities and
giving has tremendous fundraising potential.
required to bring to each session prospects interest in life insurance vehicles.
However, at this point, it is important for them
or donors who can be discussed in terms of
to lead the charge in outright gifts as we finish
developing solicitation strategies that could
include revocable or irrevocable giving
Building a Program Unique to the campaign. In designing a planned giving
Your Institution effort, one size doesn’t fit all; every program
plans.
Like McGill, ASU has added some needs to be built upon an organization’s
achievable planned giving metrics for major In October 2008, Tom Minar was current staffing, philanthropic histories, and
gift officers – each one is required to bring appointed Vice President of Development immediate goals.”
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Starting from Scratch the staff as Senior Vice President of External receive care at the same hospital.”
Affairs, the hospitals had no fundraising Over the years Mulville has built a culture
Southcoast Health System in Massachusetts systems in place. of philanthropy within the system, a staff of
encompasses three well-respected acute care “When I started, the system was raising four professionals, and a fundraising program
hospitals and 41 ancillary services that are about $200,000 each year,” she says. that now exceeds $1 million annually and
financially and clinically strong and much “However, I could tell the potential was includes two successfully completed capital
beloved in their communities. However, up enormous -- our hospitals are perceived as campaigns (one $12 million campaign for
until 1999, when Barbara Mulville joined leaders in their communities. Whole families the 90-bed Tobey Hospital and a $13 million
What Makes a Great Planned Giving Officer
When reviewing recent LLLS and yes, grappling with faith. It does take
planned giving placements, we found a certain sensitivity.”
the candidates had, on average, 15 He continues, “But I feel the qualities
years development experience and nine that make up a strong major gifts officer
years planned giving experience. Some also make up a strong planned giving
candidates had some work exposure to officer. You need to ask good questions to
financial services (including life insurance) uncover what people think and feel, and
or law. But what was most intriguing to then meet their needs.”
all of us in the office, was that three of Barbara Mulville at Southcoast Health
the selected candidates held master’s of System agrees, “Being intuitive, listening
divinity degrees. to donors, building relationships – those
We wondered: Does it take a different are the key elements for any role in
sort of conversation – and maybe person Kevin Pickett, Director of Development for
development. It’s true that planned
Planned Giving at M.D. Anderson Cancer Center
– to discuss end-of-life giving? giving vehicles can be complicated (and
Kevin Picket of M.D. Anderson says documents can be produced outside of
he himself was educated at a Christian need to feel comfortable having meaningful
the development office), but success in
college and his colleague Steve Norris discussions with donors who are often
fundraising is measured by inspiring a
joined the cancer center from the Salvation facing emotionally charged issues, such
donor to connect to your cause.”
Army. “Those who go into planned giving advancing age, mortality, declining health,
Development Expert or JD?
(or MBA, CPA, CFP) In considering professionals for his background and experience as a Trust
lead planned giving post, Milton Key says Officer. “The bottom line for me is that
Most of the experts we talked to that practical experience usually trumps you don’t have to come from a trusts and
favored hiring a strong development degree credentials, although getting both estates background, but you do need to
person over someone from an allied can be ideal. “I’ve found allied degrees understand it.”
profession with limited development and/or experience don’t necessarily He continues, “There are times when
experience. Says Mulville, “Allied dictate success. This is particularly true in I feel having a JD is important. When
professionals moving into planned the area of prospecting: those who have I was at the University of Washington
giving is a relatively new phenomenon. strong development experience and a School of Law, I wanted a planned
For many years planned giving was marketing sense are more accustomed to giving person with the same technical
the sole purview of development. As a attracting giving prospects.” facility as the donor base. In the end
matter of fact, some of the most highly Dexter Bailey used LLLS to find candidates it comes down to evaluating the big
regarded planned giving professionals for WPI’s Executive Director of Planned picture – what would be best for your
have strict development backgrounds Giving. He ended up hiring someone donors and institution – and the talent
with no experience in law or financial who possessed a strong development available in the marketplace.”
services.”
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campaign for the 333-bed St. Luke’s Hospital Using a Strategic Plan to
in New Bedford). Chart the Future
How important is planned giving at
Southcoast? Says Mulville, “All you need Serving nine out of ten hospitalized children
to do is consider that the $12 million Tobey in greater Atlanta, Children’s Healthcare of
campaign was finished and surpassed Atlanta (CHOA) consists of three hospitals and
because of a $6 million bequest – this is an 16 neighborhood clinics and centers. CHOA
enormous gift for a 90-bed hospital. Estate offers more than 30 pediatric specialties and
gifts are an important part of our fundraising is consistently ranked among the nation’s best
in general, and ongoing education of the hospitals for children.
donors is key.” Milton Key, joined the CHOA Foundation
in 2006 to serve as Vice President,
Development/Major and Planned Gifts. For
the first two years of his tenure, he focused
on building a larger, more proactive major Milton Key, Vice President, Development/Major
Planned Gifts, Children’s Healthcare of Atlanta
gifts force. In 2009 he asked LLLS to secure a
planned giving director who could bring the
descriptions for all planned giving procedures
right combination of vision and experience
and worked with the finance department
to meet the foundation’s significant growth
in determining how these gifts would be
projections for planned giving over the next
booked.”
ten years.
He continues, “When Elaine Eberhart,
“Well before we embarked on the hiring
our new Director of Planned Giving, came
process, however, we developed a ten-year
on board, some of the background work
strategic plan to get a better grasp of how
was already done; she is now able to refine
we wanted to roll out the planned giving
and expand it. Constructing the plan was an
function. As we took the time to construct this
excellent exercise and helped us focus our
plan, we made sure the major gifts officers
future efforts.”
were trained in the basics of planned giving
so they could ask preliminary questions,
Barbara Mulville, Senior Vice President for Exter-
develop awareness, and provide generalized Stewarding the Planned
nal Affairs at Southcoast Health System
information to donors when necessary.” Giving Donor
To advance the planned Working in concert with the Foundation’s
giving function across the system with a lean President, Gene Hayes, Key first had existing At CHOA, every planned gift donor
staff, Chief Development Officers assigned to constituencies evaluated for planned giving on record is assigned to a development
each hospital must have a solid track record potential. These included patient families, officer. In the past, says Key, the Foundation
in major gifts and a strong familiarity with trustees, 6,700 staffers, 1,200 volunteers, recognized planned giving donors primarily
planned giving. Mulville herself serves as the and the Scottish Rite Masons who are affiliated via letter, but the organization is working
back-up expert. with one of the CHOA hospitals. hard to make recognition more extensive and
He says, “In terms of planned giving, we personalized.
“The leadership of trustees is, of course,
realized we were in our infancy, but we also He says a revamped Legacy Society has
instrumental in educating staff, volunteers,
realized we had potential. We outlined in helped add new momentum. “We recently
and the community about philanthropy,”
detail how we would update our database to held CHOA’s second annual Legacy Society
she says. “In recent years board members
include new prospects (such as grandparents luncheon and the donors loved it. It gave them
of the system and all our hospitals receive
and members of the community), ways we a chance to meet with other planned giving
information about the importance of their
would market our planned giving vehicles, donors, hear from patient families, learn
contributions and are encouraged to include
how we would cultivate prospects, and how about CHOA’s latest activities and initiatives,
us in their estate plans.”
the office should be staffed. We also compiled and be recognized by CHOA leadership.
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At the end of the event we had a pinning Communicate, Demystify, information.
ceremony to signify their contributions. This and Increase Reach The planned giving department at M.D.
was an example of how a little recognition Anderson maintains its own communications
can generate a lot of good will. We’re hoping All of our experts underscored the team, but several of our other experts have
the folks who attended the event will tell their importance of using an array of communication had great success in using the communications
friends about CHOA planned giving and will vehicles to educate donors about planned products of outside vendors.
contribute additional gifts.” giving options. This proactive approach is
Marc Weinstein of McGill, says using supported by a recent study conducted by
a legacy society to connect with planned Adrian Sargent, a professor of fundraising
giving donors is especially effective when at Indiana University’s School of Public
the institution itself was established through and Environmental Affairs, who found that
a legacy. “Through written and personal bequests are often triggered by life-changing
communications, we remind our constituents events, such as serious illness, birth of a child,
that McGill was established in 1821 through or a family death.
a bequest by a Montreal merchant,” he says. According to the study, constant
“We’ve found this message has tremendous communication or “drip feed ask,” increases
resonance -- people can look around our the likelihood a charity will spring to mind
campuses and see how one man’s final gift when a donor goes through a major life
benefited so many.” change. As a means of staying in touch with
The 1821 Legacy Society has become so McGill graduates, annual planned giving
popular in recent years, McGill has launched newsletters are mailed out to everyone who Tom Minar (left), American University Vice
a separate legacy group for graduates of graduated from the university 25 years ago President for Development and Alumni Relations,
the university’s second campus outside of and Seth Speyer, Director of Development for
or more. Planned Giving
Montreal. Members of both societies receive At Southcoast Health System, Barbara
certificates, pins, and access to special Mulville says planned giving is mentioned in
seminars and lectures. every piece of development communications. Dexter Bailey of WPI uses Endowment
Dexter Bailey of WPI reports that through “Not only do we remind donors to include Development Services (www.endowdevelop.
more intensive marketing, membership in the us in their wills, we also remind them to let com) in his shop and Judith Pillon of ASU
school’s Alden Society has doubled in recent us know when they do include us in their is a fan of Robert Sharpe’s products (www.
years. His shop has also ramped up written wills. We want to be able to thank them now sharpenet.com), saying, “It’s challenging
donor communications, moving away from and include them in all of our stewardship to keep up with the many laws affecting
general letters toward more customized and activities. If they allow us to mention their planned giving, so for us it has made sense to
personalized correspondence. future gifts, this goes a long way in cultivating outsource the communications. We do blend
In addition to enjoying membership in friends and children down the road. And these products with our own donor stories
the school’s legacy society, planned giving of course, you can never thank a donor too and carry over ASU’s branding principles.”
donors at Arizona State University are much.” Communication vehicles can be used to
likely to be reconnected with their favorite A solid communications program can reach out to those beyond an organization’s
professors, academic programs, sports also help demystify the many different types usual constituencies. Milton Key of CHOA
team, or club. Says Judith Pillon, “This is a of planned giving programs. M.D. Anderson says his office sends out planned giving
great university and the largest charity in the has built a comprehensive web site to easily materials to a broad spectrum of donors and
Arizona. However, like most large schools educate potential donors about all the options. non-donors. And at McGill University, special
with a strong commuter base, we use affinity There’s a “Legacy Planner” (a product of communication strategies are developed for
programs to best connect with our graduates. VirtualGiving.com), an area to compare allied professionals, such as CPAs, financial
We now actively encourage faculty and staff gift plans, and a detailed description of the services professionals, and lawyers. Says
to reach out to alumni they know. It is the different assets that can be donated, and Weinstein, “We are now encouraging more
same principle as major gifts cultivation – tying more than a dozen personal calculators. interaction between our advancement office
donors to their memories and passions.” There is also a dedicated section for attorney and allied professionals. For instance, we
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recently initiated a program to exhibit at Dexter Bailey concurs saying, “Even economy, in the long run I’m still bullish
Canadian allied professional conferences. We though our major gifts officers are doing more on traditional major gifts fundraising.
want them to know who we are, what we have planned giving, we need to make sure they Planned giving is important to the overall
to offer and feel comfortable working with us – hit their major gifts numbers because WPI has development strategy, but I wouldn’t want
after all these are the folks advising our current critical needs that must be addressed now, to see the pendulum swing completely
and potential donors.” such as student financial aid. Despite the away from major gifts.”
Watching the Pendulum For More Information
To learn more about planned giving or to read the articles mentioned in this paper please refer to:
While Tom Minar supports a robust and
Partnership for Philanthropic Planning, www.pppnet.org
proactive planned giving effort, he’s quick to A comprehensive resource covering all aspects of planned giving with links to planned giving councils
point out that outright gifts should always be nationwide.
the first priority. “Once again it is about doing Association for Fundraising Professionals, www.afpnet.org
what’s right for our donors and our institution,” Association for Healthcare Philanthropy, www.ahp.org.
he says. “As the Chief Development Officer, I Council for Advancement and Support of Education (CASE), www.case.org
worry we’ll lose sight of the fact that outright
The Chronicle of Philanthropy ran an excellent article on April 1 that summarizes recent studies on
gifts are essential to continue our mission. I bequest behavior, including Adrian Sargent’s research mentioned in this paper. “New Research Sheds
think if you offer someone a choice of making Light on Bequest Giving” was written by Paula Wasley and can be read by visiting www.philanthropy.
com and going to the “Update” section. Articles are filed by date.
a planned gift or a major gift, he or she might
Jonathan Gudema’s equally useful article, “Will the Real Planned Giving Please Stand” Up” can
opt for the planned gift. It’s human nature to
be read at www.onphilanthropy.com. (Type in “Gudema” and “bequest” in the search box) Gudema
postpone a major decision.” is Managing Director of Planned Giving Services for the consulting firm Changing Our World in New
York, NY.
LOIS L. LINDAUER SEARCHES is one of only a handful of search firms solely dedicated to the recruitment of development
and institutional advancement professionals. That means 100 percent of the firm’s resources are devoted to building the
contacts and knowledge base that help clients succeed in fundraising’s complex - and extremely competitive - hiring
environment.
Lois Lindauer launched the firm in 1997 to serve nonprofits in the Boston area. Now, 12 years later, the LLLS client roster
encompasses North America’s leading colleges, universities, medical centers, social service and arts organizations.
For more information visit www.lllsearches.com or call Lois Lindauer at 617.262.1102
420 Boylston Street, Boston, MA 02116
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