PA5555D: Major Gifts and Planned Giving Course Description: Two of the most important and powerful components of a comprehensive fundraising program are major gifts and planned gifts. This course will examine each and its role in the overall development program, discuss the tools and techniques of each, and offer specific how to insights to utilize major gifts and planned gifts in your program. Course Objectives: Students will understand the importance of Major Gifts and Planned Giving in the overall fundraising mix of a nonprofit organization. Students will become familiar with the different theories of what motivates donors philanthropic giving. Students will learn to use the cultivation techniques of Moves Management in developing relationships with donors. Students will learn the principles and techniques of conducting a major gift solicitation. Students will learn the importance of stewardship and how to develop a stewardship plan. Students will learn the basic principles necessary to establish a planned giving program in a nonprofit organization. Students will learn the primary planned giving techniques available to donors who wish to make a planned gift to a nonprofit organization Text: Achieving Excellence in Fundraising: Third Edition. Henry M. Rosso. Chapters 3, 4, 7, 9, 10, 11, 15, 18, 23. Suggested Reading: The Artful Journey: Cultivating and Soliciting the Major Gift. William Sturtevant Conducting a Successful Major Gifts and Planned Giving Program: A Comprehensive Guide and Resource. Kent E. Dove The Millionaire Next Door. Thomas J. Stanley & William D. Danko Mega Gifts: Who Gives Them, Who Gets Them. Jerold Panas The Art of Planned Giving: Understanding Donors and the Culture of Giving. Douglas E. White Planned Giving Simplified: Robert F. Sharpe Planned Giving for the One-Person Development Office. David Schmeling * The Complete Guide to Planned Giving. Debra Ashton Donor-Centered Philanthropy. Penelope Burke Assessment Methods: Students will be evaluated on their comprehension of course material through the following methods: 1. Class participation: 15%
Participation contributes to all students learning in class. This includes being prepared to discuss assigned readings and case studies, asking pertinent questions, sharing insights about the material and pertinent professional experience and participating in classroom activities. 2. Class assignments and presentation: 75% Your class presentation will demonstrate your understanding of philanthropic motivations, major gift donor cultivation and preparation to solicit and steward a donor. 3. Mock solicitation exercise or exercise in overcoming objectives: 10% Your performance in the mock solicitation exercise will demonstrate and your knowledge of the solicitation steps and your ability to successfully solicit a major gift donor. Grading: Students must satisfactorily complete the class assignment to receive a grade and complete the course. If the student successfully completes the assignments as directed, presents the material in an organized, well stated manner, and actively participates in class discussion and the class exercises/activities, he/she will receive a grade of A. Lack of participation in class, and/or lack of following instructions, completing assignments as directed or making a poor written or oral presentation as will result in a grade of B or lower. Expectations: 1. Attendance: Attendance is mandatory. Students are expected to be on time and attend the entire day s session. Should a conflict arise (e.g. illness, family emergency) students should notify the instructor at the e-mail addresses listed or by cell phone number listed on the syllabus. Appropriate accommodations for make-up will be made available if possible. 2. Inclement weather policy: Cancellation of classes because of inclement weather is determined by UMKC central administration. Please consult the UMKC website should threatening weather conditions exist. 3. Assignments. Written assignments must be turned in electronically by Sunday, February 24 th. If assignments are turned in earlier, I will attempt to offer feedback prior to your presentation. Arrangements may be made for late assignments as appropriate. 4. Academic honesty: A student enrolling in any UMKC course is expected to exhibit high standards of academic honesty. In the case of academic misconduct, I will assess the affected work and report the incident to Bloch School administration according the guidelines printed in the University catalog. See student conduct policies at: http://www.umkc.edu/umkc/catalog/html/append/policy/0020.html
Cheating and plagiarism will not be tolerated. Plagiarism of assignments and projects is unacceptable, and a grade of zero will be assigned on any such item where plagiarism has been detected. Disclaimer statement: Time and schedule considerations may prompt modifications of this syllabus (deletion of assignments/topics, etc). The instructor will explain any changes. Course Withdrawal: All course withdrawals must be completed through the Registration Center in the UMKC Administrative Center. To withdraw, a student must obtain a signature of both the instructor and an academic advisor before the course withdrawal is official. Telling the instructor that one intends to withdraw from this course, or ceasing to attend class, does not constitute an official withdrawal. COURSE OUTLINE Day One I. Defining major gifts a. Overview of the components of a fundraising program b. Discussion of gift types and the continuum of the fundraising process c. What distinguishes major gifts; why are they important to the fundraising program II. The major gift donor a. Who is a major gift donor b. Why do people give major gifts c. Demographics of major gifts Class Activity: Top ten motivations for giving a major gift III. IV. Implementing a major gift program and the Moves Management process a. Preparing the organization for major gifts: Image, Stability, Track Record b. Components of a major gift program c. Identifying prospects and implementing the Moves Management process Researching, qualifying and rating prospects Guest speaker: Steve Byers, Consultant V. Cultivation and relationship building a. Development of a cultivation strategy/plan b. Making the call c. Asking the right questions d. Effective listening Class Activity: Write your unique value proposition statement (e.g. your elevator speech ) VI. The art of solicitation a. Review why people give major gifts
b. Why people choose not to give c. Other concerns: common fears in asking for major gifts, key principles, myths d. The solicitation i. Making the call; getting the appointment Going to the movies: Feature One ii. Phases of effective solicitation iii. What went wrong? Major errors in solicitation iv. How to handle objections Class Activity: Mock solicitations and/or overcoming objections Going to the movies: Feature Two VII. VIII. Stewardship, Acknowledgement and Recognition a. What is stewardship b. Importance of stewardship c. Components of a stewardship plan d. Importance of the gift agreement e. Key principles of acknowledgement f. Important considerations for recognition Managing the major gift program a. Tracking the Moves Management process b. Metrics in management c. Dealing with challenges Assignment for Day Two: See assignment page in your notebook Day Two I. Review of previous class and questions II. Class presentations III. Introduction to Planned Giving a. Definition of planned Giving/Gift Planning b. Importance in today s fundraising environment c. Relationship to other components of the development program IV. Basic techniques of planned giving a. Outright gifts of securities b. Bequests c. Life income arrangements d. Trusts e. Life Insurance Policies f. IRA/qualified plan designations
g. Gifts of property i. Tangible ii. Intangible h. Real estate V. Best opportunities for using planned giving techniques VI. Class Presentations VII. Who is a planned giving prospect VIII. How to talk to planned giving prospects IX. Steps to implementing a planned giving program a. Board endorsement/approval b. Determination of what to accept and market i. Gift acceptance policies ii. Marketing plan 1. What to market: Planned gifts or planned giving 2. What is your market: Target or saturation c. Importance of gift agreements d. Estate management procedures e. Stewardship of planned gifts i. Legacy Society or other recognition program ii. Other stewardship activities X. Role of allied professionals a. Who are they b. How can they be of help c. Models for using them XI. Ethics in Major gifts and Planned Giving a. Key ethical behaviors b. Donor Bill of Rights c. AFP Code of Ethics d. Model Standards of Planned Giving