A session presented by Tony Lee, Canadian Cancer Society – Ontario Division; Tim Staunton, Canadian Cancer Society – BC & Yukon; and Holly Wagg, Good Works, on April 9 at the annual CAGP conference in Vancouver, BC. No matter how small or large your planned giving program, you will pick up tried and true legacy marketing strategies at this session! The Canadian Cancer Society is one of the biggest grass-roots charities in the country, with the resources and staff to try many different legacy marketing tools and evaluate their impact. In this session Tony, Tim and Holly will show you lots of them, and what have proven to be the most effective ways to expand their donor base.

1. Inside Tony’s
Toolbox
Tony Lee, Canadian Cancer Society
Tim Staunton, Canadian Cancer Society
Holly Wagg, Good Works

2. Tony Lee
Director of Planned Giving
tlee@ontario.cancer.ca

3. Tim Staunton
Charitable Giving Advisor
tstaunton@bc.cancer.ca

4. Holly Wagg
Chief Digital Architect
& Philanthropic
Counsel
holly@goodworksco.ca
www.goodworksco.ca
blog.goodworksco.ca

5. Learning Objectives
1) Be inspired by a variety of marketing tools and
unique event ideas to promote and grow your
planned giving program.
2) Leave with at least one or two new ideas you can
take back to the office to implement.

6. Planned Giving Toolbox
Resources Required Program
Staff Time • Checkbox on DM return slip
• PG survey with receipts/DM
Money • PG-specific DM
• PG website
• Free Wills Month/Network
Staff Time and Money • Professional advisors (mailing,
event, conference)
• Estate planning seminar
• Celebrity events

7. Checkbox on Direct Mail Return Slip
• Simple legacy prospect identification

8. Planned Giving Survey With Receipts
• Planting the seed

9. Legacy Mailing
• Identifying
and/or
confirming new
prospects

10. Legacy Mailing
Survey
• Reply device
• Building
engagement
and
establishing a
relationship

11. Website
• Why, not how
• Build
conversion
funnels

12. Radio Ads
• Build audience
and awareness
with key
demographic

13. Personal Estate & Will Planning Guide
• Why develop & offer a
Guide?
• “Dollars in the door”
• Confirmed bequests in
the pipeline

14. “Italian Networking Breakfast”
• Not just for Italians….
• Great networking
• Great coffee
• Short formal program
• Results

15. Promotional Pieces to Professional
Advisors (Mailings/E-Mailings)
• Goals
• An example: Estate Tax
Eliminator Clause
• Development &
dissemination
• Results

16. • Well established in UK
• Work through an
agency
• Solo or through
consortium of
charities
• Best suited for causes
with wide appeal to
the general public
• Free-Wills Network
Free-Wills Month

17. • Encourage professional
advisors to talk about
philanthropy
• Work through an
agency
• Conference Agenda
• Best suited for causes
with wide appeal to
the public
Professional
Advisors Conference

18. • How and why – Be
donor centred!
• Work through an
agency
• Program
– Seminar provides tax
tips and inspiration
– Encouragement to have
a follow-up meeting
Estate Planning
Seminars

19. • Normalize charitable
bequest
• Don’t have to work
through an agency
• Program
– Shortened performance
– Testimonies
– Give-aways
• Follow-up meetings
Celebrity Events

20. Thank You!
Tony Lee
tlee@ontario.cancer.ca
Tim Staunton
tstaunton@bc.cancer.ca
Holly Wagg
holly@goodworksco.ca