Marketing and Communications

Legacy Marketing Across the Consideration Continuum

Tracy Malloy-Curtis

THURSDAY, OCTOBER 3, 10:00 – 11:00 A.M.

Intermediate

In order to compete for legacy gifts, organizations need to invest in multichannel legacy gift marketing. Many planned giving professionals don’t have the experience—or the time—to focus on the evidence-based direct marketing tools needed to take donors through the legacy gift consideration continuum. This session will help close that gap by analyzing examples of marketing and fundraising campaigns that integrate the fundraising message across different channels from direct mail, to email, to the organization's website, telephone, and social media. We will share artwork and results for actual campaigns, including organizations with both large and small budgets. Examples will illustrate best practices in legacy gift marketing across the consideration continuum, including donor identification, conversion of prospects from the consideration or intention stage to gift completion, and donor stewardship and cultivation.

Learning Objectives

  1. Understand the new paradigms of legacy gift marketing.
  2. Learn the evidence-based direct marketing tactics that underpin a successful legacy marketing program.
  3. Come away with actionable steps and specific examples to guide the process.

 

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Tracy Malloy-Curtis

Legacy Giving Director Mal, Warwick Donordigital

Tracy Malloy-Curtis is Legacy Giving Director at Mal Warwick Donordigital, where she helps clients create integrated multichannel planned giving marketing programs. She has 20 years of experience in direct fundraising for advocacy and social justice organizations, including the ACLU, International Planned Parenthood Federation, and International Rescue Committee, with a primary focus on planned giving and major gifts. She has a J.D. cum laude from Case Western Reserve School of Law, where she was the publisher of the Law Review, and a BS in political science from Southern Connecticut State University. She is currently a member of the board of directors of the Orange County New York Arts County and the advisory board of the Institute for Humane Education. She lives in the Hudson Valley, New York, with her family and a menagerie of rescued companion animals.

 

Marketing and Communications

Donor Stories in Marketing—To Use or Not to Use?

Claudine Donikian

THURSDAY, OCTOBER 3, 11:30 A.M. – 12:30 P.M.

Intermediate

The planned giving industry assumes that donor stories are an effective way to inspire other donors and to increase engagement, including response, in marketing materials. There has been no formal, large-scale research study conducted on planned giving marketing materials to support or counter those assumptions—until now. The Pentera research study to be presented analyzes two key metrics: the click-through rate and the response rate in tens of thousands of e-newsletters that went to millions of prospective donors over several years. The study includes one surprising key finding: certain types of donor stories can actually decrease response rates. Based on the findings of the study, we will recommend when to use donor stories in marketing materials and when not to, as well as what types to avoid. Attendees will receive guidelines for writing effective donor stories and using donor blurbs to get the best response rates possible.

Learning Objectives

  1. Discover the impact donor stories have on click-through and response rates.
  2. Learn what makes a donor story effective—or ineffective.
  3. Explore guidelines for writing effective donor stories.

 

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Claudine Donikian

President/CEO, Pentera, Inc.

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.

Claudine A. Donikian is president/CEO and chief marketing officer of Pentera, Inc., and is regarded as a national expert in planned giving marketing. She is a sought-after speaker on the planned giving and AFP circuits and writes and conducts training modules for Pentera training seminars. As Pentera's chief marketing officer, she is editor-in-chief for client marketing content and personally consults with a select group of Pentera's clients on their marketing strategy and execution. One of Claudine's professional areas of expertise is women in philanthropy, and she serves as a member of the advisory board for the prestigious Women's Philanthropy Institute at the Indiana University Lilly Family School of Philanthropy. She also has served as a member of the board of directors of the National Association of Charitable Gift Planners (CGP). Claudine oversees all aspects of Pentera's business and marketing strategies  as well as new-product development with an emphasis on digital marketing, and she recently served on the Direct Marketing Association's Digital Innovation Committee. Claudine graduated Phi Beta Kappa and with highest distinction from Indiana University,  received an MA in French from New York University, and holds a JD and an MBA from Boston College. She has served on the board of directors of the Philanthropic Planning Group of Greater New York (PPGGNY), the Massachusetts Children's Trust Fund (a child abuse prevention agency), and the Brookview House (which provides housing for homeless women and children). She is an active member of CGP, PGGNE, and PPGGNY.

Marketing and Communications

Planting Seeds for Tomorrow: Growing Your Legacy Society for Future Results

Andy Ragone
Jill Rode

THURSDAY, OCTOBER 3, 2:00 – 3:00 P.M.

Foundational

Have you ever wondered if starting or continuing a legacy society is worth the time and effort? Wonder no more! We will share our experience to demonstrate that planting the seeds of a legacy society now will reap fruit in the future. This session will cover creating a prospect pipeline, getting your message to cut through the noise and best practices for legacy society creation. Anecdotal stories, data driven practices and a checklist of takeaways will leave you with the skills needed to get started or reinvigorate your legacy society today.

Learning Objectives

  1. Learn to create and develop a pipeline of prospects for a legacy society and planned gifts.
  2. Explore how to target prospects and engage them with legacy society messaging.
  3. Use best practices to plan and implement the formation of your own growing legacy lociety to support the growth of your organization.

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Andy Ragone

Integrated Marketing Representative, Crescendo Interactive

Making connections and building trust best describes Andy’s passion as a writer, speaker, leader, husband and father. Andy has diverse executive and digital-marketing background in the nonprofit arena. Having worked with three larger churches over the past 20+ years, Andy has appreciated the challenges of growing organizations—including the development of staff and culture, fund raising, volunteer coordination and marketing systems. Andy brings a big-picture perspective that brings vision, volunteerism and fund development together. Upon earning his M.Div. (Master of Divinity) from Phoenix Seminary in 1998, Andy ventured out to learn the ins and outs of pastoring—leading people forward in their connection with God and helping them develop in their capacity to care. This required finding the right people for the right roles, creating pathways to greater involvement and volunteerism, and developing future leaders for future expansion. Andy loves spending his downtime with family, writing and is ever in search of the ultimate espresso shot. 

Jill Rode

Chief Development Officer, Channel Islands YMCA

Jill Rode, CFRE, has 30 years of experience in fundraising and nonprofit management. She has raised funds for many nonprofits in the Central Coast, California area including the Council on Alcoholism and Drug Abuse, Alzheimer’s Association, American Heart Association, Girl Scouts, Santa Barbara Symphony, Santa Barbara Zoo, Direct Relief, and American Red Cross. She currently serves as the Chief Development Officer of the Channel Islands YMCA and supervises and supports the fundraising of the seven branches of the Y. Jill also serves as the principal in her consulting firm, Fundraising360, which helps smaller nonprofits to become more efficient and effective in their fundraising. She has a BS in Biopsychology from the University of California, Santa Barbara. She received her Certified Fund Raising Executive (CFRE) in 2000 and was recognized as the Association of Fundraising Professional’s Fundraiser of the Year in 2004. A dedicated volunteer, she has served as President of the Junior League of Santa Barbara and President of the Association of Fundraising Professionals, Santa Barbara/Ventura Counties Chapter. She is currently on the board of National Charity League, serves as the secretary of San Marcos High School PTSA, and volunteers with the Dream Foundation making bouquets for youth with cancer and terminally ill adults. Jill lives in Santa Barbara with her husband and two teen daughters. She has been a member of the Y since 2004 when she joined to support her cancer recovery.

Marketing and Communications

Planned Giving Marketing on a Budget

Anne Morgan

THURSDAY, OCTOBER 3, 3:30 – 5:00 p.m.

Intermediate

If you’re working with a tight budget, sometimes it’s hard to find opportunities to get the good news of planned giving to your prospects. If your organization has a high volume of direct mail or email for annual fund, how does your planned giving material even get seen? In this workshop-style presentation, we will discuss opportunities almost every organization has, but of which few take advantage, including working with annual fund marketing, advertising and social media. We will discuss how to identify prospects and how to analyze your organization's fundraising data to highlight the prospects most likely to make a planned gift.

Learning Objectives

  1. Identify low cost opportunities for planned giving marketing.
  2. Work with annual fund team for cohesive messaging.
  3. Generate original and motivating messaging for your prospects.

 

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Anne Morgan

Director of Estate and Planned Giving, Field Museum of Natural History

Anne M. Morgan, JD, LLM, Director of Estate and Planned Giving at the Field Museum of Natural History, Chicago, IL, is a sought-after trainer and presenter in the areas of planned giving, nonprofit law and tax law. She has worked for a variety of organizations, such as Saint Mary's College in Notre Dame, IN, Northern Arizona University and the Salvation Army, to successfully grow their planned giving programs. Focusing on the practical aspects of building a planned giving program for a strong return on investment, Ms. Morgan takes a donor-centric approach to fundraising and relationship building. She is on the board of the Chicago Council on Planned Giving and licensed to practice law in Missouri and Indiana.

Marketing and Communications

Keep Calm and Market On: Measuring ROI of Planned Gift Marketing

James Preston

Friday, October 4, 10:00 – 11:00 a.m.

Advanced

How do you measure the results of marketing planned gifts at a major university? In 2018, the University of Missouri-Columbia (MU) planned giving office enlisted graduate students in the MU Truman School of Public Administration to help determine the historic return on investment of MU’s planned giving marketing. This presentation will share the results of the project, the impact of an investment in planned giving marketing, a comparison of the results at MU against that of a benchmark institution and insights for future planning gained through the study.

Learning Objectives

  1. Learn a basic method for measuring the historic ROI of a planned giving marketing program.
  2. Learn a process for showing the effectiveness of planned giving marketing efforts.
  3. Learn a way to justify a planned giving marketing program to stakeholders from an ROI perspective.

 

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James Preston

Assistant Executive Director, Office of Gift Planning and Regional Advancement, University of Missouri 

James Preston is an Assistant Executive Director for the Office of Gift Planning and Regional Advancement at the University of Missouri in Columbia, Missouri. He has been with the University since 2005. Preston has worked with planned giving donors and directed related marketing programs for a number of organizations over the years. James has a background in public relations, marketing, publication design and development in a variety of settings and has served in numerous leadership roles in higher education and church-related organizations. James holds a Bachelor of Arts degree in advertising design from Truman State University, Kirksville, Missouri. He also holds a Master of Divinity degree from Southwestern Baptist Theological Seminary, Fort Worth, Texas, and the Doctor of Ministry degree from Midwestern Baptist Theological Seminary, Kansas City, Missouri. Preston lives in Jefferson City, Missouri, with his wife, Rachael. They have three adult children.

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

 

CFRE: Approved for 1 point

CAP: Approved for 1 hour CE Credit

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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.