Action Plan PLAN D ACTION 2015

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PLAN D’ACTION 2015

Action Plan

2015

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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^TMQuébec brings together over 155 charitable organizations.

Our mission

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Objectives and strategies 2015

1. 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

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Objectives and strategies 2015

1. 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

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Objectives and strategies 2015

2. 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

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Objectives and strategies 2015

3. 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

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Exposure and Communication Tools 2015

Advantages Benefactor

5 000 $

Friend 2 500 $

Platinum 1 000 $

Gold 500 $

Silver 350 $

Communication Tools

Directory : logo Yes

Directory : ackowledgements Yes Yes

Directory : free copies 25 15 10 5 2

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 http://en.unheritage.org/find-an-organization

Yes Yes Yes Yes Yes

New pamphlet: free copies

Orders at cost price + shipping 50 40 30 20 10

Events

Information on conferences dealing with Planned Giving Yes Yes Yes Yes Yes

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Publicity campaign 2015

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Advantages Benefactor

5 000 $

Friend 2 500 $

Platinum 1 000 $

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 Yes (2) Yes (1) Name of your organization in the regular ads of the

Journal du Bel Âge 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)

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Activities for the Year

2014

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Objectifs et stratégies 2015

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Print Media Campaign 2014

 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

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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^TMQuebec

 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

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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

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Media Campaign 2014 (continued)

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

Monthly Magazine Le Bel Âge (October) Benefactors, Friends-name of resource person

Monthly Magazine Le Bel Âge (November) Benefactors, Friends-name of resource person

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Media Campaign 2014 (continued)

Weekly Les Affaires

Philanthropie, April 12 Generic LAL ad ¼ color page

Investir, April 19 Generic LAL ad ¼ color page

Investir, April 25 Generic LAL ad ¼ color page

Investir, May 17 Generic LAL ad ¼ color page

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 ¼ color page

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Media Campaign 2014 (continued)

Monthly Journal de l’Assurance (April) Generic LAL ad ¼ color page

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 ¼ color page

Monthly Journal de l’Assurance (June/July) Generic LAL ad ¼ color page

Monthly L’Entracte (June) Electronic

Publishing Generic LAL ad ¼ color page

with hyperlink Monthly Magazine Sécurité financière

(Sept./Oct.) Generic LAL ad ¼ color page

Monthly Journal de l’Assurance (September) Generic LAL ad ¼ color page

Monthly Journal de l’Assurance (October) Generic LAL ad ¼ color page

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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 : http://en.unheritage.org/find-an-organization

 Distributed to partners according to their level of participation

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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