Marketing Your Planned Giving Program

Last updated November 19, 2014

Course Length

1h 26m

Last Updated

November 19, 2014

Marketing Your Planned Giving Program

Last updated November 19, 2014

Table of Contents


Most planned giving shops have a marketing plan, but how effective is it? Whether you’re collaborating with a communications team or on your own, an integrated marketing and communications plan allows you to work smarter, not harder. An effective marketing plan will uncover unknown gifts, identify new prospects, and engage current donors—allowing you to demonstrate a tangible return on investment.

Join us online to learn how one institution has developed a strategic marketing program that both informs their donors and serves as an effective stewardship tool. Our expert instructor will share practical takeaways for implementing these tactics, regardless of shop size and resources.

Who should attend?

Planned and major gift officers are encouraged to invite their marketing and communications counterparts to learn how to build on their existing donor and prospect communications strategy and successfully market a planned giving program with limited resources.


  • Developing your message
    • Highlighting the human (rather than the technical) side of planned gifts
    • Differentiating your message from other organizations
    • Identifying donors to highlight
      • Working with major gift officers            
      • Developing key criteria for effective messaging
      • Using this as a cultivation tool
  • Creating an integrated marketing and communications plan
    • Determining your goals for the year
    • Auditing existing donor communications
    • Developing unique marketing campaigns using a three-touchpoint model
  • Measuring ROI on your marketing efforts using five key measures