Title: Rome Wasn’t Built in a Day: Laying a Strong Foundation for Your Growing Legacy Giving Program

Presenters: Tracy Malloy-Curtis and Sabrina Naylor

Date: August 31, 2021

Time: 1:00 to 2:00 p.m. EST

In recent years, the planned giving industry has learned that strategic, evidence-based multichannel marketing is the engine of a growing planned giving program. With broad utilization of legacy donor surveys and other lead generation campaigns, many organizations are seeing a flood of new leads, often at an earlier stage of their planning process, but the organization may be ill-equipped to manage them appropriately. Many of these leads are in an exploratory stage of their planning or may be at the very beginning of the planning journey. Others may be actively considering a gift. Some need personal engagement with a specialist; others want to access information on their own. While surveys are a great tool for starting to fill your planned gifts pipeline, many organizations hold back from surveying as deep into their file as they should, because they don’t know how to deal with the hundreds, sometimes thousands, of leads generated. We will look at the marketing plans and staffing structure at several organizations in the growth stage of their planned giving program. These organizations range from a small regional organization with one part-time planned giving officer, to several mid-size organizations with planned giving teams of 2 to 4, to a large organization with more than a dozen team members. This presentation will be most useful to organizations with at least one dedicated planned giving staff member, some investment in planned giving marketing, and a growth mindset around maximizing the opportunities for significant realized gift revenue in the coming years.

          - Learn steps and strategies for growing your planned giving program beyond the basics.

          - Gain the knowledge to develop an effective staffing structure for your planned giving program.

          - Understand how marketing and front line fundraising staff need to complement each other and work together.

Tracy Malloy-Curtis

legacy giving director, mal warwick donordigital

Tracy Malloy-Curtis has more than 20 years of experience in fundraising for social justice organizations, including the ACLU, International Planned Parenthood and International Rescue Committee, with a primary focus on planned giving and leadership gifts. A former securities litigator, she has a JD cum laude from Case Western Reserve School of Law, where she was the publisher of the Law Review. At Mal Warwick Donordigital, she leads the agency's legacy giving consulting department, advising local, national and international organizations on strategic planned giving program growth and marketing strategies. In her spare time, she enjoys CrossFit, knitting, protesting, rescuing animals and her family.

Sabrina Naylor

senior account executive, mal warwick donordigital 

Sabrina Naylor has more than 14 years of fundraising experience. She has worked for several nonprofit arts organizations across the country. Sabrina has in-depth experience in direct response fundraising including direct mail, telemarketing, online fundraising, legacy giving and major gift solicitation. At Mal Warwick Donordigital, Sabrina manages legacy giving marketing programs—implementing strategy, campaign development, copywriting and project management. Sabrina holds an MA in Arts Administration from the University of Cincinnati, College-Conservatory of Music and an MBA from the University of Cincinnati.

Group webinars are intended for CGP affiliated councils or groups of up to 30 individuals.