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 This page contains links to valuable articles that will teach you how to structure and improve your planned giving program, examples of station marketing initiatives, and ideas that you can put to work in your own planned giving efforts. Many of the examples of ads, brochures, and newsletters are available from PBS, while those produced by stations may be adapted to your own purposes. Also included are outside resources, including consultants and publications. Download Help
Planning and Program Development Resources The Planned Gift Policy Manual from OPB was prepared with the help of an advisory committee. This is a somewhat more extensive document than the KQED example shown under Things to Do. Either can be an excellent starting point for developing your own policy.
As both the OPB policy and the KQED example show, donations of property require special care. KQED uses the following document in examining all the possible considerations.
Robert F. Sharpe, Jr. discusses the importance of focusing your energy on increasing planned gifts especially now as the fabled Wealth Transfer is getting underway. (Reprinted with permission of Robert F Sharpe & Co.) Providence Planned Giving Consultant Richard Ely tells How to Start (or Beef Up) Your Planned Giving Program, an article in two parts. Consultant Richard Ely discusses the cost of neglecting planned giving in your program. Consultant Richard Ely helps you examine your readiness to undertake a planned giving program. Consultant Kevin Johnson explains that, as the stock market slowed down between 2000-2002, planned giving officers found new ways to help their donors make gifts. An important component of a well-structured planned giving program is a recognition society. Not only does such a society provide recognition to the donor, it gives your station a structure that ensures that legacy donors receive appropriate stewardship and cultivation after the gift is made. Gay Cookson, Gift Planning Director for KUED in Salt Lake City, describes how to establish and manage a recognition society. Also provided is a KQED publication that makes the case, sets the rules, and lists the benefits for its Legacy Society, all on one succinct, yet compelling page.
Training Resources and Helpful Publications Links to on-line training resources and industry-leading publications to help you improve your planned giving skills.
Newsletters, Guides, and Donor Communications Examples of program newsletters, program guide ads, brochures, and other communications with prospects.
Seminars and Events
Advertising and Direct Mail
On-Air Spots
Station Planned Giving Web Pages Links to examples of effective station planned giving web sites.
Professional Services
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Planning and Program Development Resources