In response to the ongoing COVID-19 pandemic, the CGP Board of Directors unanimously voted to present the 2020 CGP Conference entirely online. The safety of our members must be our top priority. Plans are already underway to present a premier online conference using industry-leading technology and the very latest best practices in successful online meetings.

Current Events

The Elusive, Ever-Changing and Shape-Shifting Planned Giving Donor

Katherine Swank and Lawrence Henze

Planned gift donors are out there, ready to give to your organization. But to many organizations, they’re a mystery and finding them within a large pool of donors and affiliated constituents feels like a trick performed in a magic show. Even once identified, we have to be strategic about how we use our resources to engage them. Applying predictive donor models and donor persona characteristics bridges that gap. For the past 27 years, we have been following the transformation of planned giving donors. Our goal is to share that information with fundraisers to increase their success among the planned giving population. In this tour of the planned gift donor over time, we’ll share Blackbaud’s findings from our study of deferred gift donors in the U.S. and Canada for more than 20 years. We’ll give you a peak behind the curtain and explain the comprehensive set of individual behavioral, wealth, consumer and philanthropic insights that we collect and how we apply advanced analytic methods to understand these individuals. What used to be the “ideal planned gift donor” is no more. Find out why the way we’ve selected prospect mailing lists in the past is now just an illusion of success. Walk away from this session understanding what data is the most important for you to collect and understand how to work smarter and raise more funds using donor insights within your marketing program.

Learning Objectives

  • Estimated potential of planned giving as a subset of all giving.
  • Compare characteristics of planned giving donors in 2020 to what we knew five years ago and identify the organizational data you should collect to better inform your planned giving efforts.
  • Take home modeled and wealth data that is available to you to freeze those shape-shifters into a definable group of prospects, and database and fundraising strategies to help you grow your planned giving program


Katherine Swank

Katherine Swank has over 25 years of experience in the fundraising industry as a consultant, development officer and advancement team manager. As a member of Blackbaud’s Analytics Consulting Team for over a decade, her role facilitates strategic, customer-facing content for Blackbaud Target Analytics’ custom modeling, wealth screening and prospect research solutions to enhance customers' development efforts with data-driven strategies. Before assuming this role, she served as the national director of gift planning at the National Multiple Sclerosis Society home office. Katherine has raised over $200 million during her career. She’s past-president of the Colorado Planned Giving Roundtable and served as an affiliation faculty member at Regis University, where she taught development-related courses at the master’s level for more than 10 years. She has a JD from Drake University School of Law and formerly practiced in the state of Arizona. Katherine is a frequent speaker at bbcon, NACGP, APRA, AFP and other industry conferences.

Lawrence Henze

Lawrence Henze has worked in the nonprofit sector for over 39 years, with the first 13 years focusing on development and marketing positions primarily in higher education. Since 1993, Lawrence has worked in the field of data and predictive analytics, co-founding Econometrics and later creating Core Data Services providing analytics services and related consulting on behalf of organizations in the United States and Canada. Blackbaud purchased Core Data in 2001, creating Blackbaud Target Analytics. Lawrence is a frequent presenter at nonprofit conferences across the United States and Canada, covering a range of subjects that include annual giving, major and planned giving, relationship management and predictive analytics. He received his BA in political science from Carroll University, as well as an MA in public policy and JD from the University of Wisconsin-Madison.

This conference teaches me how to talk to my donors and gives me the technical behind the scenes skills that give me the confidence in front of smart people who have smart goals for their philanthropy.
CGP Conference
October 7-9, 2020
Presented Online
Register Now