May 13 2021 1:00PM

Rome Wasn’t Built in a Day: Laying a Strong Foundation for Your Growing Legacy Giving Program

In recent years, we’ve learned that strategic, evidence-based multichannel marketing is the engine of a growing planned giving program. With broad utilization of legacy donor surveys and other lead generation campaigns, many organizations are seeing a flood of new leads, often at an earlier stage of their planning process, but the organization may be ill-equipped to manage them appropriately. Many of these leads are in an exploratory stage of their planning or may be at the very beginning of the planning journey. Others may be actively considering a gift. Some need personal engagement with a specialist; others want to access information on their own.

Growing a planned giving program requires an understanding of the skills and competencies necessary, and staffing accordingly. In this session, you will:
• Gain the knowledge to develop an effective staffing structure.
• Understand how marketing and front line fundraising staff need to complement each other and work together.
• Advocate for the resources you need to grow.