Les Affaires

Action
Plan
PLAN
D’ACTION
2015
2015
Our mission
Leave a LegacyTm Québec is the provincial wing of the national Leave a
LegacyTM program. Implemented by the Canadian Association of Gifts Planners
(CAGP), this program brings together donors, charitable organizations and
professional advisors.
Leave a LegacyTM 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 LegacyTM Québec brings together over 155 charitable organizations.
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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 LegacyTM Québec program
 Enable partners targeted in our Action Plan to publish the benefits of
their planned giving program as scheduled by Leave a LegacyTM
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
25
15
10
5
2
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
50
40
30
20
10
Yes
Yes
Yes
Yes
Yes
Directory : free copies
Directory : information sheet on your organization
Website: home page
Website: name and telephone number of your
organization with hyperlink to your website on the page
http://en.unheritage.org/find-an-organization
New pamphlet: free copies
Orders at cost price + shipping
Logo 50 %
Events
Information on conferences dealing with Planned Giving
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Publicity campaign
2015
Advantages
Benefactor
5 000 $
Friend
2 500 $
Platinum
1 000 $
Yes (4)
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)
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)
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)
Name of your organization in the ads placed in the allied
professional publications
Yes (5)
Yes (4)
Yes (2)
Yes (2)
Yes (1)
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Activities for the Year
2014
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Print
Media
Objectifs
etCampaign
stratégies
2014
2015

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 27th to November 30th 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 LegacyTMQuebec
 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
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Media Campaign
2014 (continued)
FREQUENCY
MEDIA
PARTNERS
FORMAT
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
and phone number
1 color page
Monthly
Magazine Le Bel Âge (October)
Benefactors, Friends-name of resource person
and phone number
1 color page
Monthly
Magazine Le Bel Âge (November)
Benefactors, Friends-name of resource person
and phone number
1 color page
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Media Campaign
2014 (continued)
FREQUENCY
MEDIA
PARTNERS
FORMAT
Les Affaires
Philanthropie, April 12
Generic LAL ad
¼ color page
Weekly
Les Affaires
Investir, April 19
Generic LAL ad
¼ color page
Weekly
Les Affaires
Investir, April 25
Generic LAL ad
¼ color page
Weekly
Les Affaires
Investir, May 17
Generic LAL ad
¼ color page
Weekly
Les Affaires
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
Weekly
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Media Campaign
2014 (continued)
FREQUENCY
MEDIA
PARTNERS
FORMAT
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
Monthly
L’Entracte (Sept.) Electronic
Publishing
Generic LAL ad
¼ color page
with hyperlink
Monthly
L’Entracte (Oct.) Electronic
Publishing
Generic LAL ad
¼ color page
with hyperlink
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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
 Sample free copies will be distributed according to the various levels of
partnership. Subsequent copies will be sold at cost plus shipping fees
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