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.

 

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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).

 

Marketing and Communications

Winning Hearts and Minds INSIDE Your Organization: Becoming Your Best Planned Giving Program Advocate

Cathy Sheffield and Patrick Schmitt

THURSDAY, OCTOBER 18, 11:30 A.M. – 12:30 P.M.

Intermediate

Planned giving professionals tell us that one of the hardest things about their work is winning more resources and support internally for their program. Using a combination of stories and statistics, we will share successful solutions that will assist in the formulation of an effective internal communication strategy to secure greater resources in support of planned giving programs. Additionally, attendees will develop a toolbox of talking points and compelling messages to win the hearts and minds of bosses, boards, and other key stakeholders and turn them into planned giving champions.

Learning Objectives

  1. Attendees will be to articulate the statistical importance of planned giving in a fully comprehensive fundraising program.
  2. Attendees will be to formulate an effective internal communication strategy to secure greater resources and internal support for their planned giving programs.
  3. Attendees will develop a toolbox of talking points to win the hearts and minds of their boss and board to recruit planned giving champions.

 

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Cathy Sheffield

VICE PRESIDENT/PRESIDENT, THOMPSON & ASSOCIATES/THINKGIVING

Cathy R. Sheffield is a fundraising executive with over 24-years experience, specializing in major gifts and gift planning in higher education and healthcare. Cathy is a Vice President with Thompson & Associates and President of ThinkGiving, a consulting firm based in Fort Worth, Texas.

Cathy is the immediate past-chair of the National Association of Charitable Gift Planners, served as the 2015 Chair of the National Conference on Philanthropic Planning held in Orlando, FL, and is a member of the CGP Leadership Institute, Cathy is a member of the Charitable IRA Initiative Board of Directors. Locally, Cathy is a member and past president of the Lone Star Council of PPP (Fort Worth) and a member and past officer of the North Texas Chapter of PPP (Dallas). In 2015, Cathy was honored by the Fort Worth Metro Chapter of the Association of Fundraising Professionals with The Ben Franklin Award for the Outstanding Professional Fundraising Executive. In May, 2017, Cathy was given the Star Award from the Lone Star Council of Charitable Gift Planners for outstanding service to the council and profession.

Cathy received her MBA from Texas Christian University’s Neeley School of Business and a Bachelor of Science from North Dakota State University. Cathy is a Chartered Advisor in Philanthropy®, Certified Specialist in Planned Giving (CSPG), and a Certified Fundraising Executive (CFRE).

Patrick Schmitt

CO-FOUNDER AND CEO, FREEWILL

Patrick Schmitt has been involved with philanthropy for over ten years having founded two nonprofit organizations during his time at Georgetown University. He ran email fundraising for President Obama from 2009-2010, generating record amounts in online donations. He was also the Head of Innovation at Change.org, where he helped grow that organization to 120 million users in just four years. He is the co-author of “Philanthropy's Missing Trillions” in the Stanford Social Innovation Reviewand “5 Numbers You, Your Boss &  Your Board Need to Know in 2018” in the National Association of Charitable Gift Planners blog. He is the co-founder of FreeWill, a web-based service that hopes to make estate planning warm, accessible, and totally free so that donors can more easily care for the people and causes they love.

Marketing and Communications

The 9 Keys To Cutting Through Planned Giving Message Confusion

Barry Spencer

THURSDAY, OCTOBER 18, 2:00 – 3:00 P.M.

Foundational

Planned giving is essential for every nonprofit serious about sustaining its future, yet planned giving efforts for most nonprofits continue to be under-resourced or neglected all together. Development professionals are given limited resources for planned giving with mounting responsibilities, and are expected to achieve higher levels of results in planned giving along with meeting major and annual goals. Adding to the challenges for development professionals, planned giving is frequently perceived as competition to annual and major giving efforts. Professionals can rise above the competition for donor attention and retention by recognizing current planned giving trends and using them to overcome the mounting challenges. A donor-centric approach creates the opportunity to break through the message confusion and stand out in the minds of their donors.

Learning Objectives

  1. Inform on the latest research about the 7 key challenges planned giving programs face today.
  2. Enhance donor conversations by addressing the 5 core donor worries.
  3. Simply and powerfully communicate the benefits of planned giving to every donor.

 

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Barry Spencer

PLANNED GIVING PROGRAM CONSULTANT, DONOR MOTIVATION PROGRAM

Barry Spencer is a nationally recognized author, keynote speaker, philanthropic planning specialist, researcher, and planned giving program consultant whose presentations and comments have been heard on or seen in Forbes, Kiplinger, Worth, MoneyShow, CBS MoneyWatch, affiliates of ABC, CBS, NBC and FOX, among others. He is the creator of The Wealth With No Regrets® philanthropic planning process, Motivate Generosity and The Donor Motivation Program® Georgia, providing research and donor-centric planned giving education to development professionals, and he has written and contributed to several books. Barry is a second generation philanthropist supporting charitable causes he is passionate about and a champion of donor-centric communication for charities with their donors. He passionately educates planned giving professionals about how to speak “donor” so they meet their organizational fundraising goals and help donors achieve their philanthropic legacy. He lives in Alpharetta, Georgia, with his wife Lori and two children. His presentations include lessons and stories from competing as a 4-time Ironman and elite triathlete.

Marketing and Communications

Donor Insights: Why Planned Gifts Remain Secret

Katy Kotlarczyk and Gordon Trafton

THURSDAY, OCTOBER 18, 3:30 – 5:00 p.m.

Intermediate

We’ve all had it happen: a committed supporter tells you about the generous estate gift they plan to provide your institution. When you pursue the conversation, or ask the donor to provide some additional information or documentation, they decline. You’ve hit a wall, and you don’t know if, when, or how you should proceed. If you’ve ever wanted to ask your donors why they hesitate to share details of their estate gift with a charity, now is your chance. Join a real live donor who’s willing to talk to us about his planned gift journey. He’ll give his own perspective, as well as share findings from donor interviews conducted in collaboration with a gift planner from the University of Colorado. We’ll talk about why folks may not share their estate plans with you, and how these (anonymous) donors hope you will respond.

Learning Objectives

  1. Understand the reasons why some donors prefer not to share information about their estate gift with their favorite charity.
  2. Discuss how planned gift documentation is viewed from a donor’s versus charity perspective.
  3. Learn how donors would like a charity to respond when they express hesitations in sharing information about their planned gift.

 

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Katy Kotlarczyk

DEPTARTMENT HEAD AND SENIOR DIRECTOR, GIFT PLANNING AND LEADERSHIP GIVING, UNIVERSITY OF COLORADO

Katy Herbert Kotlarczyk is the department head and senior director of development for the Gift Planning & Leadership Giving office at the University of Colorado System. Katy’s previous CU experience includes serving as a gift planner for the CU Boulder campus and as a major gifts officer for the Leeds School of Business. Prior to coming to the University of Colorado, Katy led a scholarship program at Georgetown University that supported first-generation, low-income, and diverse undergraduate students. She has also served as a fundraising and strategy consultant for nonprofit organizations.

Katy is currently serving as a board member and the vice president for the Colorado Planned Giving Roundtable. She completed her MBA at the Kellstadt School of Business at DePaul University. She has both an undergraduate and Master’s degree from Stanford University, where she served as captain of the women’s gymnastics team and earned All-American honors on the balance beam. She enjoys living in Colorado with her husband and their three children.

Gordon Trafton

CHAIRMAN, CU BOULDER LEEDS SCHOOL OF BUSINESS BOARD OF ALUMNI AND FRIENDS; FORMER CANADIAN NATIONAL SENIOR VICE PRESIDENT, UNIVERSITY OF COLORADO

Gordon Trafton graduated from the University of Colorado Boulder Leeds School of Business with a Bachelor of Science degree in Transportation Management. He enjoyed a lengthy and successful career in the railroad industry before retiring in 2010. Prior to his retirement, Gordon's extensive railroad resume included leading a team of 6,800 employees in delivering transportation services that generated annual revenues of $2.5 billion.

A firm believer in the importance of education and “paying it forward,” Gordon's "retirement" activities currently include his role as Chairman of the Leeds School of Business Board of Alumni and Friends, and serving as a director of Canadian Pacific Railway Limited. It's no surprise that he was recently awarded the 2018 Volunteer of the Year Award from the Council for Advancement and Support of Education (District VI).

In 2012, the Trafton family translated one of their primary philanthropic interests into action, making an investment that established the Leeds Mentoring Office and significantly expanding the Leeds School’s Professional Mentorship Program (PMP). Today, Leeds mentoring programs partner more than 2,000 undergraduate and graduate students with over 1,000 professional, alumni, and student mentors. In addition, Gordon dedicates countless hours to his many mentees, including his ever-grateful co-presenter, Katy Herbert Kotlarczyk

Marketing and Communications

How To Conduct Successful Planned Giving Conversations with Donors and Their Professional Advisors

Steven Schwartz

Friday, October 19, 10:00 – 11:00 a.m.

Intermediate

The age groups making significant charitable donations relating to their estate plans are swelling in numbers, growing in influence, and soon will hold most of disposable income. This program will inform forward-looking nonprofit organizations about effective strategies and conversation techniques for successfully communicating with donors and their professional advisors about the benefits of planned giving.

Learning Objectives

  1. How to open and successfully conclude the planned giving conversation with donors and/or professional advisors.
  2. How to match specific planned giving techniques to donor needs and interests.
  3. How to create value for professional advisors in discussing planned giving with their donor clients.

 

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Steven Schwartz

PRINCIPAL ADVISOR, PHILANTHROPIC VISIONS

Steven Schwartz is Principal Advisor for Philanthropic Visions, a fundraising consulting firm specializing in nonprofit organization capacity building and advising donors and their professional advisors in making philanthropic investments. He has also served visiting assistant professorships at the University of Michigan Ross School of Business, the University of Florida Worthington College of Business, guest lecturer/instructor at the Wayne State University and Michigan State University Law Schools for mediator training programs. Steven is a practicing lawyer and law firm managing partner with 39 years’ trial and appellate practice before State, Federal, Governmental and International Courts and Tribunals representing both plaintiffs and defendants in a wide range of commercial cases. He is a former Florida International Univeristy Executive Director of Estate and Planned Giving and Principal Advisor. During his tenure he created and supervised the University’s estate and planned giving fundraising program and staff and he was principally responsible for raising over $60,000,000 in planned, major and annual gifts.

Marketing and Communications

The Coming Gift Boom and The Art of Integrated Marketing

Andrew Ragone

FRIDAY, OCTOBER 19, 11:30 A.M. – 12:30 P.M.

Foundational

With the coming Boomer wealth transference, an estimated $1 trillionwill be contributed to charitable organizations over the next 20 years. Is your organization positioned to capture its share of that $1 trillion? With the right marketing strategies in place, you can be. This session will help you 1) identify the trends of the coming wealth transference, and 2) develop an integrated marketing strategy for capturing your share.

Learning Objectives

  1. Identify the coming wealth transference of the Boomer Generation and how your organization should plan to capture its share
  2. Implement a step-by-step marketing strategy to develop a donor pipeline
  3. Convert your marketing efforts into donor relationships

 

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Andrew Ragone

INTEGRATED MARKETING REPRESENTATIVE, CRESCENDO INTERACTIVE

Andy comes to us with a diverse executive and digital-marketing background in the nonprofit arena. Having worked in three larger church environments over the past 20+ years, Andy has appreciated the challenges of a growing organization, including staff and cultural development, fund raising campaigns, volunteer coordination and marketing systems. Andy brings a big-picture perspective to how vision and fund development work hand in hand.