NCI
The National Charitable Insitute (NCI) is mounting a national capital campaign to raise a minimum of $100 billion for America’s charities by 2016, through the efforts of highly-skilled and experienced wealth-planning professionals—attorneys, CPAs, insurance professionals, and financial planners—to empower thousands of charitable officers to motivate their wealthiest donor families.
Look out world! The players behind this deal are significant. Heritage Institute, Crescendo, and Donor Motivation Seminars are allied with Reno and Esperti in what looks to me like a major national effort to "brand," commodify, franchise and dominate the cottage industries we call planned giving, or donor centered philanthropy. Look for a "Benefactor" team of professionals (a JD, Life Agent, CPA , and a Financial Advisor) to be pounding on your door this year if you are a charity with access to high end donors. "Doing well by doing good" is the motto. Given the price of forming a "Benefactor Team" (about what it costs to send a kid to a good college for a year, split among the 3-4 members ), the Benefactors had better do well by doing good. I am scheduled for a conference call with NCI and will follow their development with great interest.
Overall, I believe the days of planned giving and gift planning as an idealistic but sleepy cottage industry are about over. Commodification, branding, consolidation, critical mass and growing to scale are the next phase. Followed by that will be - who knows? Maybe winnowing the good providers from the not-so-good and a growing awareness that gift planning is among other things a wisdom discipline, not unlike teaching, preaching or poetry. What can be commodified will be, and what will remain will be the still small voice of the holy spirit.
Anyway, I do wish NCI well and believe there is plenty of room to just make all of us in the gift and financial advisory world more competent, better equipped and better supported in working with nonprofits, donors and causes. The inspirational element, the thirst for caritas and justice, the love of particular causes, will not be branded, optimized and packaged. You are more likely to find it in the wilderness among the crazies, and among the underpaid nonprofit types. But crazy idealists and underpaid staff without support systems can't easily get the job done either when it comes to complex planning around large gifts by wealthy families. Blending the cultures of civic service with that of planning and sales is a work in progress. The next big move is towards national programs set up like chains or franchises.
As a nonprofit, are you ready for this professionalization and commercialization of legacy giving? Will you join in, hold out, or try to differentiate your efforts? Some of your key donors will be asking.