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E D U C AT I O N A L S E S S I O N S Developing a Marketing Plan for Your Planned Giving Efforts Your boss just asked you to develop a formal marketing plan for your planned giving office. Yikes! What do you do now? No need to fear anything! Developing a user-friendly marketing plan for a planned giving office—which takes into account planned giving’s unique challenges for tying marketing activities to revocable gifts and revenue that arrives years later—is indeed possible. This presentation will discuss ways to develop a plan that is user-friendly, responsive to upper management’s needs, peppered with non-incomeproducing marketing efforts like donor research, and convertible into a marketing analysis tool. Attendees will review a sample plan and discuss ways to make a plan more effective by dialoguing with colleagues in this session. Much of this session will be relevant to a major gifts operation, as well. Robert Blizard, Washington Animal Rescue League, Washington, D.C. Entry level 0-2 years, Mid-level 3-6 years, Senior level 7-9 years, General Interest Building a Sustainable Funding Model Using Legacy Gifts Nonprofit sustainability is an emerging hot topic. Building a pipeline of future income through bequests is a powerful tool toward diversified and sustainable funding. The timing is right too. In tough economic times, fundraisers report that one of the bright spots is bequest fundraising. This session is for nonprofit leaders and volunteers interested in learning about how to connect with loyal donors to build a pipeline of future income from bequests to sustain, strengthen, and advance the work of nonprofits. The discussion is designed using real life examples and a “just enough” strategy guide to enable a nonprofit leader of any scale group to get to work immediately. The coming planned gift marketplace will be like no other. Events in the lives of donors are the primary driver for planning decisions. This year and the following one may represent a confluence of three trends that create a perfect storm driving donors to complete gift planning decisions. How will your organization engage its loyal donors best? Kevin Johnson, CFRE, CSPG, Retriever Development Counsel LLC, Portland, Ore. Mid-level 3-6 years, Senior level 7-9 years, Advanced level 10+ years, General Interest America Speaks: Views on Planned Giving in the Economic Downturn With consumers cutting back on ordinary household spending as well as major purchases, what can nonprofits expect will happen with planned gifts? We know from previous research with planned givers that the primary reasons for giving have more to do with the psychological and emotional satisfaction of making gifts, and less to do with the economic benefits. Can charities harness the wish for emotional reward in the near term to put planned gifts in place for the future? Can Americans who are cutting back on annual gifts be persuaded to make planned gifts instead? Building on the groundbreaking 2008 survey, The Stelter Donor Insight Report: Discovering the Secret Giver, this research project will include interviews with 800 U.S. residents aged 30 and older who made donations to at least one charity in 2008. This scientific study will employ scientific random sampling methods and will be conducted by nationally recognized pollster Selzer and Co. Inc. Larry P. Stelter, The Stelter Company, Des Moines, Iowa General Interest 4 7 T H A F P I N T E R N AT I O N A L C O N F E R E N C E O N F U N D R A I S I N G
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