Marketing Your Planned Gift Program

October 12, 2010

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Overview

Improve the effectiveness of your planned gift marketing effort.

Continued market volatility presents the perfect opportunity for your shop to highlight asset-based gift options to its donors. However, questions remain: Should you be marketing potential plans or your mission? Who should be receiving your materials? What level of response should you expect? How should you follow up?

This archived webcast will answer these questions and improve the effectiveness of your planned gift marketing effort.

TARGET AUDIENCE

Development, marketing, and planned gift managers will learn how to improve their planned gift marketing results by:

Setting reasonable goals
Preparing materials based on constituency segment
Balancing foreground, background, print, digital, and direct-to-advisor options
Responding to information requests appropriately
Tracking their results effectively

Agenda

Recorded on Tuesday, October 12, 2010

To whom should you be marketing?
- Internal v. external
- Donor pool and database size
- Segmenting considerations
  - Alumni
  - Volunteers
  - Friends
What should you be marketing?
- Plans
- Assets
- Mission
How should you be marketing?
- Tapping all your options
  - Foreground v. background
  - Print and electronic
  - Direct-to-advisor
- Using requests for more information
  - Response card best practices
  - Setting response rate expectations
What should you do with your results?
- Coding and tracking each initiative
- Response tactics

Want more information about this event?

Contact Jason J. Shuba, Senior Conference Director if you'd like additional information about the program agenda.

Instructors

Jeffrey W. Comfort

Executive Director, Principal and Planned Gifts

Georgetown University

Jeff was recently responsible for overseeing university-wide planned giving efforts, resulting in $248 million of planned gift commitments for Georgetown’s $1 billion comprehensive campaign. Before arriving at Georgetown in 1995, he spent 11 years in Denver directing the planned giving program for the National Jewish Medical and Research Center. A past president of the National Committee on Planned Giving (now the Partnership on Philanthropic Planning), Jeff also sat on the organization’s board for five years and served as its 10th national conference chair. On a local level, Jeff is a current member and a past president and board member of the National Capital Gift Planning Council of Greater Washington.

Registration

CD Recording of Live Webcast

$350.00

Marketing Your Planned Gift Program recording

Attendee Information

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Marketing Your Planned Gift Program

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TARGET AUDIENCE

Recorded on Tuesday, October 12, 2010

Want more information about this event?

Jeffrey W. Comfort

CD Recording of Live Webcast

Marketing Your Planned Gift Program recording

On-Demand Download of Live Webcast (180 day license)

Marketing Your Planned Gift Program on demand

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Marketing Your Planned Gift Program

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TARGET AUDIENCE

Recorded on Tuesday, October 12, 2010

Want more information about this event?

Jeffrey W. Comfort

CD Recording of Live Webcast

Marketing Your Planned Gift Program recording

On-Demand Download of Live Webcast (180 day license)

Marketing Your Planned Gift Program on demand

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