Equipping Gift Officers to Facilitate Conversations Among Multi-Generational Families

Course Length

1h 29m

Equipping Gift Officers to Facilitate Conversations Among Multi-Generational Families

Confidently approach multi-generational family conversations by knowing how to identify their values.


The exercise of facilitating philanthropic conversations around values with the families you engage with is essential for the long-term philanthropic viability of your institution. However, gift officers are often not trained for this unique approach to fundraising that focuses on the family. Instead, they may often feel a natural hesitation to insert themselves into these intimate conversations—especially when there are unknowns involved, so as a result they end up forgoing relationshipbuilding among multiple generations of the same family.   

Equipping a gift officer with the knowledge of why this approach is importantand not extraneous workcan lead to more creative and meaningful gifts, trusted relationships, and a wider variety of natural opportunities for follow-up. 

Join us in this second training within a three-part Family Giving Series to learn how to navigate the different perspectives and unique goals among a multi-generational family by helping them align their values to benefit your institution and increase philanthropic engagement. 

Who should attend?

This training is for major and principal gift officers who want to build deeper relationships with the families they are working with in their institutional fundraising goals. If you’re a vice president of advancement or an academic leader, this program will also contribute to your knowledge of how to improve upon the relationships your institution has with families with a history of giving.


Identifying Opportunities to Grow Future Philanthropists
The conversations you’re already having with donors are an opportunity to grow prospects who have inherited the values that are important to your institution. We’ll walk through how to identify these opportunities for deeper conversation and break down what it looks like to set up and have intentional meetings and communications with these families, while finding alignment between their values and the goals of your institution. 


Developing a Toolkit Specific to Your Institutional Values and Your Families
You want families to see themselves representing and living the values of your institution. As a gift officer, you need to be prepared to ask donors and prospects to include their children and grandchildren as part of the philanthropic conversations you’re having. You will learn how to identify the aspects of your college that are most important to them as a family, the type of impact they want a potential gift to have, and you will return to your institution knowing their preferences to make the case for their support.