Giving by the Generations: Fueling Legacy Growth through Audience Targeting with Kimberley Blease and Tamara M. Sperling
August 13 AT 2 P.M. ET
Age and shifting demographics are changing the way in which we connect and engage with donors. Nowhere is this more evident than in legacy marketing – which has traditionally been targeted to older, long-on-file donors. New research into what is inspiring donors to not only take action but to communicate their intentions is changing our traditional approaches.
In our research and insights garnered from over 50 Affinity Surveys, 7 Research projects in Canada and the US and over 20 years of legacy performance metrics, we have seen how generational attitudes are changing how people connect and what inspires them to step up and make a planned gift.
Our latest research on age and legacy giving reveals key areas of insight that are opening doors to engaging with caring donors and putting values-driven planned giving at the forefront of how we are building deeper relationships long-term.
Children's National Hospital Foundation has taken a completely new approach to their planned giving strategy based on inspiring new audiences to take action. See how they are putting these strategies into practice and realizing success in engaging new audiences in legacy giving.
In this lively session, Kimberley & Tamara will share the latest insights on what audiences want, an audience roadmap that can be applied to your own legacy marketing program and identify key strategies to help you discover more opportunities for growth in planned giving that will deliver increased lifetime values.
MEET THE PRESENTERS:
Kimberley Blease:
When it comes to building high-value donor relationships, Kimberley’s original thinkingis unparalleled. With over 39 years of experience in corporate and not-for-profit leadership, Kimberley is a fundraiser and marketer with a focus on delivering lifetime value and real donor engagement. She is a sought-after speaker on the topics of high value giving, planned giving/legacy and trends in the sector.
As EVP at Blakely Inc., she brings vision and leadership to the organization leading on the creation of new products and solutions, facilitated workshops that drive growth and change-management for clients, Blakely’s thought leadership platform – The Blakelexchange – and the delivery of value-add strategic consulting to the sector.
Tamara M. Sperling:
Tamara M. Sperling is Senior Director for Gift Planning at Children’s National Hospital Foundation. She has led the dynamic planned giving team for the past four years, providing strategic direction to secure legacy gifts. Tamara has more than 25 years of experience in philanthropic development. She has led diverse fundraising teams with experience in direct response, midlevel giving, major gifts and charitable gift planning.
Before joining Children’s National, Tamara served in several leadership roles at national and international organizations including The Wilderness Society, World Wildlife Fund and Resources for the Future. She is an accomplished strategist who brings a depth of expertise in all aspects of fundraising from marketing to analytics and best practices. Tamara earned her BS in Human Communications at James Madison University and her MA in Public Communications from American University. A native of Los Angeles, she resides in Washington, DC.