Action Plan PLAN D ACTION 2015
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- Blaise Cummings
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1 Action Plan PLAN D ACTION
2 Our mission Leave a Legacy Tm Québec is the provincial wing of the national Leave a Legacy TM program. Implemented by the Canadian Association of Gifts Planners (CAGP), this program brings together donors, charitable organizations and professional advisors. Leave a Legacy TM is a public awareness program designed to encourage people to leave a gift through their will or any other gift planning instrument to a charity or non-profit organization of their choice and to inform Quebecers of the positive impact such donations have on the quality of life of their respective communities. Leave a Legacy TM Québec brings together over 155 charitable organizations. 2
3 Objectives and strategies Increase awareness and understanding of planned gifts Review and prioritize our key messages in French and English Continue to focus our communications on how simple and accessible making a planned gift can be Continue to publish concrete examples of Planned Gifts to illustrate how they benefit society as a whole Work to wards strengthening our presence on the Web by placing more ads 3
4 Objectives and strategies Increase awareness and visibility of planned gifts (continued) Establish a selective presence in regional print media if funds are available Renew English and French radio campaigns in Montreal and Quebec city if funds are available Continue the insertion of the Planned Giving brochure on a large scale and distribute the brochure in major retirement homes and residences 4
5 Objectives and strategies Increase our collaboration with associations representing allied professionals Organize public relation campaigns with the Chambre des notaires, the Chambre de la sécurité financière, the Ordre des comptables professionnels agréés du Québec, the Institut québécois de planification financière and the Barreau du Québec Continue advertising within the printed media targeting these professionals to increase their knowledge of our philanthropic partners and of planned giving Find opportunities to annually distribute the Directory of Partner Organizations to these professionals (conventions, training sessions) Maintain and promote the section of the web site for professionals and find ways to draw their active participation 5
6 Objectives and strategies Continue ongoing activities linked to the support of partner organizations Carry out the yearly Action Plan and deploy our communication tools to our target audience Print and distribute to professionals the Annual Directory of Partners from Leave a Legacy TM Québec program Enable partners targeted in our Action Plan to publish the benefits of their planned giving program as scheduled by Leave a Legacy TM Quebec Encourage networking through CAGP conference activities: invite partners to all conferences held by the Roundtable of Metropolitan Montreal 6
7 Exposure and Communication Tools 2015 Advantages Benefactor $ Friend $ Platinum $ Gold 500 $ Silver 350 $ Communication Tools Directory : logo Directory : ackowledgements Yes Yes Yes Directory : free copies Directory : information sheet on your organization Yes Yes Yes Yes Yes Website: home page Logo 50 % Website: name and telephone number of your organization with hyperlink to your website on the page New pamphlet: free copies Orders at cost price + shipping Events Yes Yes Yes Yes Yes Information on conferences dealing with Planned Giving Yes Yes Yes Yes Yes 7
8 Publicity campaign 2015 Advantages Benefactor $ Friend $ Platinum $ Gold 500 $ Silver 350 $ Media Campaign Radio Infomercials, editorials or special editions Logo Name of your organization in the testimonials of the Benefactors Yes (5) Name of your organization in the testimonials of the Friends Yes (6) Yes (6) Yes (4) Name of your organization and resource person in the regular ads of the Magazine du Bel Âge Name of your organization in the regular ads of the Journal du Bel Âge Yes (2) Yes (1) Yes (2) Yes (2) Yes (2) Yes (2) Name of your organization in the ads of Les Affaires Yes (4) Yes (3) Yes (2) Name of your organization in the ads of the Senior Times Yes (1) Yes (1) Yes (1) Yes (1) Name of your organization in the ads placed in the allied professional publications Yes (5) Yes (4) Yes (2) 8
9 Activities for the Year
10 Print Objectifs Media et Campaign stratégies Development of a new campaign ad to promote planned gifts and their benefits. The design and message of this new ad was incorporated to our promotional tools and printed materials Continued presence in targeted newspapers such as Les Affaires, the Journal du Bel Âge, the Magazine Bel Âge, the Senior Times Continued presence in professionals publications : Journal du Barreau, l Entracte, Journal de l Assurance, Journal de la Sécurité financière 10
11 Media Campaign 2014 (continued) A radio campaign was aired from October 27 th to November 30 th in Montreal, Quebec City and Sherbrooke. Six stations were involved: Rythme FM, CJPX,CJMF, CJSQ, CITE FM and CJAD. Our message was broadcasted 423 times (69 in English) Logo of our Benefactors on the homepage of Leave a Legacy TM Quebec Promotion of our Website in all our ads Promotion of the calendar of CAGP monthly conferences on our Website Promotion of our Facebook page in all our ads 11
12 Media Campaign 2014 (continued) FREQUENCY MEDIA PARTNERS FORMAT Monthly Journal du Bel Âge (February) Benefactors, Friends, Platinum ½ color page Monthly Journal du Bel Âge (April) Benefactors, Friends, Platinum ½ color page Monthly Journal du Bel Âge (May) Benefactors, Friends, Platinum ½ color page Monthly Senior Times (May) Benefactors, Friends, Platinum ½ color page Monthly Journal du Bel Âge (June) Benefactors, Friends, Platinum ½ color page Monthly Journal du Bel Âge (September) Benefactors, Friends, Platinum ½ color page Monthly Journal du Bel Âge (October) Benefactors, Friends, Platinum ½ color page Monthly Journal du Bel Âge (November) Benefactors, Friends, Platinum 1 color page Monthly Journal du Bel Âge (December) Benefactors, Friends, Platinum 1 color page 12
13 Media Campaign 2014 (continued) FREQUENCY MEDIA PARTNERS FORMAT Monthly Magazine Le Bel Âge (May) Benefactors, Friends-name of resource person and phone number 1 color page Monthly Magazine Le Bel Âge (June) Benefactors, Friends-name of resource person and phone number 1 color page Monthly Magazine Le Bel Âge (October) Benefactors, Friends-name of resource person and phone number 1 color page Monthly Magazine Le Bel Âge (November) Benefactors, Friends-name of resource person and phone number 1 color page 13
14 Media Campaign 2014 (continued) FREQUENCY MEDIA PARTNERS FORMAT Weekly Les Affaires Philanthropie, April 12 Generic LAL ad Weekly Les Affaires Investir, April 19 Generic LAL ad Weekly Les Affaires Investir, April 25 Generic LAL ad Weekly Les Affaires Investir, May 17 Generic LAL ad Weekly Les Affaires Investir, November 15 Benefactors, Friends, Platinum, Gold Junior 4 color Weekly Les Affaires Investir, November 22 Benefactors, Friends, Platinum, Gold Junior 4 color Weekly Les Affaires Dossier Philanthropie,November 30 Benefactors, Friends, Platinum, Gold 14
15 Media Campaign 2014 (continued) FREQUENCY MEDIA PARTNERS FORMAT Monthly Journal de l Assurance (April) Generic LAL ad Monthly Journal du Barreau (April) Generic LAL ad ¼ b&w page Monthly Journal du Barreau (May) Generic LAL ad ¼ b&w page Monthly L Entracte (mai) Printed Edition Generic LAL ad Monthly Journal de l Assurance (June/July) Generic LAL ad Monthly L Entracte (June) Electronic Publishing Generic LAL ad with hyperlink Monthly Magazine Sécurité financière (Sept./Oct.) Generic LAL ad Monthly Journal de l Assurance (September) Generic LAL ad Monthly Journal de l Assurance (October) Generic LAL ad Monthly L Entracte (Sept.) Electronic Publishing Generic LAL ad with hyperlink Monthly L Entracte (Oct.) Electronic Publishing Generic LAL ad with hyperlink 15
16 Directory of Charitable Partners 2014 A new design visually linked to our new campaign ad With an introduction targeting allied professionals In color Bilingual Approximately 100 grams Available on line with partners listed by field of activity at the following address : Distributed to partners according to their level of participation 16
17 New Pamphlet on Planned Giving 2014 A tool with a new design and a call for action A truly generic pamphlet with our logo in the resources section for the donors along with those of the professional associations and Revenu Canada A prime space for your sticker and fits into a number 10 envelope Available in French and in English Available also on the Website Sample free copies will be distributed according to the various levels of partnership. Subsequent copies will be sold at cost plus shipping fees 17
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