Promoting Endow Iowa
Donor outreach made simple

The Endow Iowa Tax Credit Program is changing communities across Iowa. Since 2003, the program, which allows a 25 percent tax credit for these gifts, has encouraged donors to give more than $115 million to permanent endowments at community foundations across the state—enough to have done a remarkable amount of good.

Recent changes have raised the annual amount of tax credits from $4.5 million to $6 million. For 2013, the maximum tax credits an individual may receive is $300,000.


For community foundations, these gifts translate into greater community impact, and the tax credits mean greater endowment potential. For donors, the Endow Iowa program opens the door to take advantage of the tax credits while giving to the causes and communities they care about.

To help your organization promote Endow Iowa, the Iowa Council of Foundations has developed and updated customizable communications materials. This mini-marketing plan contains three steps you can take to reach out to donors and professional advisors and make them aware of this special giving opportunity.

Before you begin / THE RIGHT TOOLS
Prepare yourself and your governing body to discuss the Endow Iowa opportunity with news media, professional advisors and potential donors by reviewing the Endow Iowa Messaging Points. The document features a statewide perspective on Endow Iowa and includes a section that can be customized to communicate the impact of local gifts in your community. / Messaging Points, an internal document preparing you to discuss the Endow Iowa opportunity


STEP 1: Contact professional advisors (October/November 2013)

Professional advisors represent an important channel for reaching prospective donors. Advisors also will be looking for ways to help their clients.
With this in mind, there are two new things to talk about with professional advisors. The more than $115 million in permanently endowed gifts leveraged since 2003 is an appealing message for those with clients who value the impact their charitable giving can have on the community. And for those professional advisors who have high net worth clients, raising the cap on tax credits an individual may receive from $232,147 to $300,000 for the 2013 tax year presents an exciting tax benefit.
When choosing which materials to use, tap into your knowledge of the professional advisors you work with and decide which of the two messages to stress—or to share both messages equally.
1.  Identify: You already may have a network of professional advisors who you connect with regularly. If not, start your list with those advisors who know your community foundation and those who have demonstrated an interest in community.
2.  Customize and send: Create and send out advisor packets using the resources noted at right. Consider personalizing the letter so that it mentions any past connection to the advisor and appropriately responds to his or her type of business. Offer the community foundation’s support and planned giving expertise.
3.  Follow up: Soon after advisors receive the packages, call them, offering to discuss the opportunity. Try these tips for approaching advisors about Endow Iowa:
·  Present Endow Iowa as an opportunity that their clients can take advantage of twice in the coming months—as 2013 year-end gifts and for gifts made after January 1, 2014 . Position the community foundation as able to help all clients achieve their charitable goals through custom solutions (which may or may not include Endow Iowa).
·  Connect to other important opportunities about which they can talk to their clients. (e.g., Charitable IRA for 2013—they can use Endow Iowa for a rollover gift through the end of the year, transfer of wealth estate planning, etc.) / THE RIGHT TOOLS
Advisor Letters, two versions calling Endow Iowa to the attention of advisors and inviting further discussion with the community foundation. One focuses on the community impact, and the other focuses on the increased tax benefits. Two letters, two opportunities to reach out to professional advisors.
Flyer highlighting the Endow Iowa opportunity with messaging specific to professional advisors. Elements may also be used in print advertising


STEP 2: Release Endow Iowa news to the media (November/December 2013)

Get the word out by supplying your local media and other community networks with the facts about the success of Endow Iowa, the good it can unleash, or has unleashed, in your community, and the benefit donors can receive for giving. Here’s how:
1.  Identify: Make a list of local media contacts and other community networks (such as your Chamber of Commerce or Rotary Club). If you don’t already have a relationship with a reporter/editor, call or scan the media outlet’s website to find the best contact.
2.  Customize: Add local quotes, data and contact information to the template news release, guest column or newsletter content (use this for your own newsletter or for your submission to another community-based newsletter).
3.  Send: Release the appropriate materials (news release, guest column or newsletter content) via email or in person. Follow up by placing a phone call to the reporter/editor/newsletter contact and offer to answer any questions. The Messaging Points may help you discuss the modifications to Endow Iowa and address common questions.
4.  Clip and use: If your local media publishes on the Internet, link the article to your website/webpage. If not, post your press release or letter on your website/webpage. You may choose to use these articles to lend credibility in later conversations you have with donors or professional advisors.
5.  Follow up: If your local media publishes an article related to Endow Iowa or runs the guest column you’ve submitted, be prepared to follow up with a letter to the editor affirming the opportunities and benefits offered through the program and calling attention to the presence of the local community foundation and its availability to help donors make a difference in their community. It may be helpful to use the customized portion of the Messaging Points to guide the content of the letter. / THE RIGHT TOOLS
Local Release you can customize to give reporters the details
Guest Column you can submit to your local news organization
Newsletter Content, an announcement you can customize and include in your newsletter and submit to other local newsletters, church bulletins, professional publications, etc.


STEP 3: Target donors with mailings and/or visits (December 2013/January 2014)

In general, the largest, least-restricted gifts come from donors who have a history with the community foundation. It will be up to you to profile those you ask and to help them, in turn, assess whether this giving opportunity is right for them.
1.  Update: Post the Web Content to provide up-to-date information on your website. Content should be live before contacting donors.
2.  Identify: List five current donors who are comfortable with the community foundation and their own current financial situation for face-to-face meetings, and create a larger list of current and potential donors to whom you can send the Postcard and/or Flyer in a targeted mailing.
3.  Contact: Mail out the Postcard and/or Flyer to the donors on your list. Phone or email to arrange a face-to-face meeting with the five individuals you have identified. What you choose to say in this call will depend on your history with each person, but the conversation may begin something like this…
Hi Susan, this is Tom at the Smithville County Community Foundation. I don’t think we’ve talked since the library’s groundbreaking. How are you? Your support has meant a lot to kids and families in our area. Today, I’m calling just a few friends of the Community Foundation to discuss a special giving opportunity that has arisen out of the state government’s Endow Iowa Tax Credit Program. Do you have time to meet in person? If you had some time on Tuesday, I would be happy to arrange lunch or coffee. Even if it turns out that this opportunity is not for you, I always enjoy visiting with you and getting your perspective.
Whether it’s at your office, a local meeting place, or in a donor’s home, be sure to choose a setting where he or she will be comfortable discussing sensitive financial information.
4.  Meet: Prepare yourself by reviewing the Messaging Points. Begin the conversation by first connecting to prospect’s personal charitable interests and then by briefly describing the Endow Iowa opportunity. Be sure to bring along informational materials for the individual to take home, including the Flyer. If local media have published articles on Endow Iowa or run the Guest Column you submitted, use those as well. Explain how donors can benefit from giving. If you sense interest, offer to involve his/her professional advisor to discuss how he/she can make a difference in the community today, and for years to come.
*Note: If you plan to hold these meetings at year-end, be sure to mention Endow Iowa opportunities for the following year.
5.  Promote: If individuals find Endow Iowa attractive, ask them if they know other people who may also want information about this special giving opportunity. Direct interested individuals to the Web Content posted on the community foundation website for facts about the program. Ask them for permission to use their story with others. / THE RIGHT TOOLS
Web Content, copy containing updated information on Endow Iowa that can be customized for your website
Messaging Points, an internal document preparing you and your governing body to discuss the Endow Iowa opportunity
Postcards, two versions of a mailing that alerts community members to the Endow Iowa opportunity and how both they and the community can benefit from their gift
Flyer, two versions of a handout highlighting the Endow Iowa opportunity and emphasizing the new information

© Iowa Council of Foundations 2013