"If planned giving has so much potential why doesn't it happen?"
"The traditional marketing model doesn't work"! - A familiar complaint of gift planners in organizations in which prospects don't readily identify themselves. What can you do about it? The potential for planned gifts is great. However, we have learned and employ marketing models that are productive for only a few select types of organizations. Even these programs leave much on the table.
It really isn't that difficult to create a great planned giving program. Take the right steps in the right order and results will happen immediately
How could we do things differently? How can we re-think the marketing model borrowing proven techniques from other areas of fundraising? Ken Ramsay will answer these questions with actual results from very different planned giving marketing models including results from different types of organizations. Maybe we do have it all wrong!
Learning Objectives
Participants will:
- Acquire information on available research that will demonstrate the broad-based propensity for planned gifts in North America.
- Reconsider the traditional reactive approach to planned gift marketing and open their minds to the possibility of radically new approaches.
- Learn simple, highly practical first steps to implementing new approaches to securing planned gift commitments from their constituency.
- Be challenged to strategically assessing or reassessing their planned giving programs to fully exploit the significant potential of gifts of assets and be able to immediately integrate such assessments into their programs.
Target Audience
- The audioconference will be meaningful to all fundraisers who have direct or indirect responsibility for planned giving in their organizations.
- Entry and mid- level Participants will gain immediate insight into the direct approach to planned giving marketing that market parameters demand. Senior and advanced level Participants will appreciate the strategic discussion on the field of planned giving generally. The former group can use the audioconference outcome to immediately set to work to secure planned gift commitments from their constituency whereas the latter can reassess what they're doing in their programs and make radical changes in direction.
- The audioconference will be equally applicable to both American and Canadian audiences
