Marketing and Communications

Moving from Tactics to Strategy: Finding the Secret Sauce for Your Gift Planning Marketing

Kathryn Miree

THURSDAY, OCTOBER 18, 10:00 – 11:00 A.M.

Intermediate

With roughly 1.5 million charities marketing to donors, and so many nonprofit events crowding donor inboxes, it is difficult for nonprofit gift planning marketing to stand out. In this session, you’ll learn how to review your current gift planning marketing plan to avoid the most common pitfalls and address the biggest challenges. You’ll learn how to put together a plan from the top-down—objectives, that drive strategies, that drive tactics in a way that allows you to identify and build on your organization’s secret sauce. Participants will receive tools such as checklists, best practice examples of key points, and practical advice on what to measure and how to use what your learn. The session will give you a new lens on marketing planned gifts and give you a solid platform to communicate with management and coordinate and integrate your campaign into the nonprofit’s organizational marketing plan.

Learning Objectives

  1. Raise awareness and recognition of the most common pitfalls and challenges in gift planning marketing.
  2. Create an intentional way of walking through the steps to craft a strategic marketing plan to engage the nonprofit's unique donor segments and increase opportunities to close gifts.
  3. Learn what to measure and how to use what you learn to improve results, communicate with management, align organizational marketing, and add purpose to donor conversations.

 

CFRE: Approved for 1 point  

CAP: Approved for 1 hour CE Credit

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Kathryn Miree

PRESIDENT & CEO, KATHRYN W. MIREE & ASSOCIATES, INC.

Kathryn W. Miree has more than 30 years experience working with nonprofit organizations and nonprofit boards. Kathryn is President of Kathryn W. Miree & Associates, Inc., a consulting firm located in Birmingham, Alabama, that works with boards and staff of nonprofits and foundations to build fundraising platforms and establish fundraising strategies. She received her undergraduate degree from Emory University and her law degree from The University of Alabama School of Law. She spent 15 years in various positions in the Trust Division of AmSouth Bank before joining Sterne, Agee & Leach to established its trust company and serve as its President & CEO. In 1997 she established Kathryn W. Miree & Associates, Inc.

Kathryn has been actively professionally as past president of the National Committee on Planned Giving, past president of the Alabama Planned Giving Council, past President of the Estate Planning Council of Birmingham, and past President of the Alabama Bankers Association Trust Division. In her community she has served as Chair of the Community Foundation of Greater Birmingham, Chair of United Way of Central Alabama, and Chair of The Altamont School as well as serving in various capacities on more than twenty other nonprofit boards. Kathryn is a frequent speaker at venues across the country, co-author of The Family Foundation Handbook (CCH Publishers 2014) and author of The Professional Advisor’s Guide to Planned Giving (CCH Publishers, 2006).