UHAP Presentation 2010 english version_FINAL

LEAVE A LEGACY Québec
And your legacy! What will it be?
Action Plan 2010
LEAVE A LEGACYTM Québec, is
comprised
of
163
charitable
organizations that support its
mission which is to encourage the
population of Quebec to make a
planned gift to one or more charities
via their fiscal, financial or estate
planning.
1
A Word From the Organizing Committee
We are particularly proud of our program’s accomplishments this year.
In 2009 alone, we saw the launch of a new advertisement, a more
aggressive media plan, two radio campaigns and a new bilingual Web
site. 2010 promises to be just as interesting and diversified.
Many thanks to our partners who make the execution of our annual plan
possible, to the volunteers on the organizing committee for their judicious
advice and to those on the recruiting committee for their unfailing
commitment.
Lucille Grimard
President
2
Program Objectives and Targets
3
 
Create awareness and promote planned gifts, notably
amongst people aged 35 to 49 years old, as well as people 50
years and over;
 
Offer partner organizations support in promoting planned
gifts in order to allow them to reach the greatest number of
donors and encourage new organizations to join the program;
 
Convince professionals working in the financial, tax or legal
field to recommend planned gifts to their clients.
Communication Strategy 2010
Increase awareness and visibility of planned gifts:
 
 
 
 
 
4
Continue using the new publicity with different celebrities and place
advertisements and columns in print media targeted according to
their clientele and their scope;
Produce two radio campaigns: one in May and one in November in
the greater Montreal and Quebec areas. Evaluate the impact of our
message using this media and produce another message if needed.
Include an English station in these two campaigns and produce
the appropriate message;
Follow-up with contacts in order to access a network of regional
media for our advertisements;
Maintain press relations with national and regional media.
Communication Strategy 2010
 
 
Promote organizations,
communication tools:
carry
out
activities
 
maintain an informative and dynamic Web site;
 
produce and distribute an annual directory of partners;
 
revise brochures intended for donors;
 
serve our clients through the 1-888 number.
and
Encourage networking through conference activities:
 
invite partners to all conferences of the Round Table of
Metropolitan Montreal (CAGPTM).
5
support
Communication Strategy 2010
 
Collaborate with professional associations:
 
 
 
 
 
6
renew partnerships with the Chambre des notaires, the Chambre
de la sécurité financière and the Ordre des comptables agréés;
distribute the directory of partner organizations;
place our advertisement in L’Entracte (newspaper of the Chambre
des notaires du Québec);
place an article or advertisement in the journal of the Chambre de
la sécurité financière;
maintain and promote the section of the Web site for
professionals.
Financial Contribution of Organizations
Category
Amount
Benefactor
$5,000
Friend
$2,500
Platinum
$1,000
Gold
$500
Silver
$325
7
2010 Exposure Plan by Category
Advantages
Benefactor
$5,000
Testimonial of one of your donors on our Web site and in the press
kit.
Yes
Name of your organization mentioned as an example in the
infomercials or editorials.
Yes
A thank-you message to the friends and benefactors in the Directory
of partner organizations.
Yes
Yes
Name of your organization and resource person in all advertisements
in the magazines Le Bel Âge, Virage and Senior Times.
Yes
Yes
Name of your organization in the advertisement of the newspapers
Les Affaires and the Journal du Bel Âge.
Yes
Yes
Yes
Name of your organization in all advertisements placed in daily
newspapers.
Yes
Yes
Yes
Name of your organization in the advertisements placed in the three
national dailies.
Yes
Yes
Yes
Yes
Name of your organization on our Web site with a hyperlink to yours.
Yes
Yes
Yes
Yes
Yes
Information sheet on your organization in the Directory of partner
organizations.
Yes
Yes
Yes
Yes
Yes
Information on conferences that deal with planned gifts.
Yes
Yes
Yes
Yes
Yes
Free directories.
50
25
10
5
2
Additional pamphlets and bookmarks at cost.
Yes
Yes
Yes
Yes
Yes
8
Friend
$2,500
Platinum
$1,000
Gold
$500
Silver
$325
Exposure Plan for Partners
Benefactors ($5,000)
 
Name of your organization in editorials or
infomercials
 
Name of your organization in all printed
advertisements in magazines (Bel Âge, Virage,
Senior Times)
 
Name of your resource person in all
advertisements published in these magazines
 
Name of your organization in all printed
advertisements in the special sections of
weeklies such as the one in Les Affaires and
the Journal Bel Âge
Friends ($2,500)
 
Name of your organization in all printed
advertisements in magazines (Bel Âge, Virage,
Senior Times)
 
Name of your resource person in all
advertisements published in these magazines
 
Name of your organization in all printed
advertisements in the special sections of
weeklies such as the one in Les Affaires and
the Journal Bel Âge
 
Name of your organization in all printed
advertisements in the special sections of dailies
 
Name of your organization in all printed
advertisements in the special sections of dailies
 
Name of your organization on our Web site with
a hyperlink to yours
 
A testimonial of one of your donors on the Web
site and in the press kit
 
Invitation to all conferences of the Round Table
of Metropolitan Montreal
 
Name of your organization on our Web site with
a hyperlink to yours
 
Information on conferences that deal with
planned gifts
 
Invitation to all conferences of the Round Table
of Metropolitan Montreal
 
An information sheet on your organization in the
Directory of partner organizations
 
An information sheet on your organization in the
Directory of partner organizations
 
A thank-you message to friends in the Directory
of partner organizations
 
A thank-you message to all benefactors in the
Directory of partner organizations
 
25 copies of the Directory of partner
organizations
 
50 copies of the Directory of partner
organizations
 
Promotional and informative material at cost
Promotional and informative material at cost
 
9
Exposure Plan for Partners
Platinum ($1,000)
Name of your organization in all printed
advertisements in the special sections of
weeklies such as the one in Les Affaires and
the Journal Bel Âge
 
Name of your organization in all printed
advertisements in the special sections of
dailies
 
Name of your organization on our Web site
with a hyperlink to yours
 
 
Invitation to all conferences of the Round
Table of Metropolitan Montreal
 
An information sheet on your organization in
the Directory of partner organizations
 
10 copies of the Directory of partner
organizations
Promotional and informative material at cost
 
10
Gold ($500)
 
Name of your organization in the advertisements
placed in the three national dailies. (La Presse, Le
Devoir, The Gazette or Le Soleil)
 
Name of your organization on our Web site with a
hyperlink to yours
 
Invitation to all conferences of the Round Table of
Metropolitan Montreal
 
Information on conferences dealing with planned
gifts
 
An information sheet on your organization in the
Directory of partner organizations
 
5 copies of the Directory of partner organizations
 
Promotional and informative material at cost
Silver ($325)
 
Name of your organization on our Web site with a
hyperlink to yours
 
Invitation to all conferences of the Round Table of
Metropolitan Montreal
 
An information sheet on your organization in the
Directory of partner organizations
 
2 copies of the Directory of partner organizations
 
Promotional and informative material at cost
And your legacy! What will it be?
Activities for the
Year 2009
11
French Media Campaign, a New Concept!
 
The French media campaign was submitted by the students of the
Societal Marketing Chair of the Université de Montréal and their
professor Richard Leclerc.
 
Based on the theme « Et vous, que laisserez-vous? », the French
advertisement mentions important people who left their mark on
Quebec’s history or who currently contribute to the improvement of
society.
 
Dr. Gilles Julien participated in the French media campaign as a
volunteer in order to make our message better known to our target
audience. In the fall, Dan Bigras joined our cause.
12
Media Campaign
French campaign
In 2010, the prominent figures will be:
•  Émile Nelligan,
•  Lucille Teasdale,
•  Félix Leclerc,
•  …
13
English campaign
In 2010, we plan to adapt the French
media concept in order to launch an
English version of the advertisement.
Printed
media
campaign
Exposure in targeted
media throughout the
year:
• Advertisements
•  Columns
« Le don d’œuvres d’art »
by François Lecompte,
of Raymond Chabot Grant
Thornton,
« Léguer à un
organisme » by Jean Valiquette,
of Vallée & Valiquette, notaries
•  Editorials written by
journalists
Radio campaign
 
A French radio campaign was produced based on the same theme as
the printed advertisements and broadcasted from September 7 to 27,
2009 and again from November 2 to 23, 2009 in both Montreal and
Quebec.
Translation of the French radio message (for 2010):
Alphonse Desjardins left us a prosperous cooperative model…
Émile Nelligan, beautiful poetry…
Lucille Teasdale, her passion for medecine…
Maurice Richard, his passion for victory!
And your legacy! What will it be?
You can also make a gesture that will have a positive effect on future
generations, simply by making a planned gift.
For more information, speak to your legal or financial advisor or visit the
Web site of Un Héritage à partager, www.en.unheritage.org
 
15
The message was broadcasted 342 times in September and 368
times in November on CJPX (classic radio) in Montreal and
Québec, on CFOM-FM (102.9) in Québec and CHMP-FM (98.5) in
Montreal.
New
Web site!
The new Web site was launched in
the fall of 2009.
It contains:
  A
French and English version;
  Information
pages on planned gifts;
  A
glossary, resources and
testimonials;
  A
blog on topical subjects and a
section for questions and answers;
  And
16
more.
Direct Access:
⇒ For legal and fiscal
advisors
=> For
organizations
Directory of organizations 2009
The 2009 Directory of organizations was distributed to all
partner organizations; it was also inserted in the September
edition of Entracte, the journal of the Chambre des Notaires
du Québec.
The directory is bilingual and contains various information:
Technical sheets on the various types of planned gifts along
with case studies;
 
  A
memory aid for legal and financial professionals;
The name, address and phone number of all partners of the
program with a description of their activities.
 
You will find a copy of the directory online, with
all the partner organizations arranged by sector,
at the following address:
www.en.unheritage.org/find-an-organization
17
Thank you to all the volunteers of the 2009 program
 
The President of the Program: Lucille Grimard, Heart and Stroke Foundation of Québec
• 
The members of the Organizing
Committee:
 
Sylvie Bouchard, Fondation de
l’UQAM
 
 
 
 
18
André Franche, Wings of Hope
(Québec) inc.
Richard Laplante, consultant in
planned gifts
Martin Massé, consultant in
planned gifts
Chantal Thomas, University of
Montreal
• 
The President of the Recruitment Committee:
Chantal Thomas, University of Montreal
• 
The members of the Recruitment Committee:
 
Sylvie Bouchard, Fondation de l’UQAM
 
Francine Cardinal, Saint-Joseph’s Oratory of
Mount-Royal
 
André Franche, Wings of Hope
 
Marcelle Gravel, Jules and Paul-Émile Léger
Foundation
 
Agathe Grinberg, Héma-Québec Foundation
 
François Labelle, Société des MissionsÉtrangères de la Province de Québec
 
Richard Laplante, consultant in planned gifts
 
Maryse Legault, Leprosy Relief Canada
 
Lise Londei, consultant
 
Danielle Richer, Sainte-Justine UHC
Foundation
 
Pierre-Jacques Roy, La Fondation de
l’Université de Sherbrooke