Marketing Strategy

  • How to Talk to People About Wealth In Ways That Inspire Major Gifts of Assets: The Science and the Sentences

Speaker: Russell James

Wealth is not held in cash; it's held in other assets like stocks, bonds, real estate, and IRAs. Research shows that shifting donors to giving from their wealth (assets), rather than just from their cash (disposable income) can lead to transformational donations. But how can we actually make this happen? Talking about someone else's wealth can be scary! In this presentation, Professor James walks through the step-by-step process that makes these conversations simple, easy, and stress free. You don't need to be a gift planning expert to inspire major gifts of assets. You just need to attend this presentation.

  • Connecting With Donors

Speaker: Dr. Jennifer Lehman

First, Dr. Lehman will present some basic information and trends about planned giving, and how it creates an opportunity for giving when large lifetime gifts are not possible or practical. She will also discuss trigger phrases that may indicate a donor is ready to discuss a planned gift, and what to do if a donor says your organization is included in their Will.

Learning outcomes:

  • Define planned giving
  • Explain why planned giving matters for charitable organizations
  • Summarize some of the trigger phrases that are planned gift readiness indicators
  • Create a plan for documenting donor information and intentions
  • Marketing for Planned and Major Gifts of Assets

Speaker: Andy Ragone, Jill Rode

Intentional planned giving programs require solid marketing strategies. This session is designed to provide you with step-by-step details to conduct your own planned giving marketing campaign while focusing on the greatest return on investment. Discover the difference between content and engagement marketing to help you engage far more donors than ever before.

  • Understanding the Motivation of Faith-based Donors

Speaker: Dale DeMarchi

Faith-based donors are everywhere and you need to know that their motivation to give can be very different from other donors. Their purpose for giving may be different. They may not want recognition for their gift. They often feel responsible to be good managers of the financial resources entrusted to them. You need to know how they think and feel about money in order to serve them well and avoid turning them off. We'll discuss these topics and how they impact fundraising. We'll also cover some common fundraising terminology that has a different meaning for faith-based donors.