May 22 2025 9:00AM

Developing a Multi-Year Marketing Program

Developing a multi-year strategic marketing plan for planned giving requires a thoughtful approach that addresses the unique motivations and long-term commitment of prospective donors. By tapping into donor insights and leveraging data, we can identify the most effective ways to engage, from personalized direct mail and digital outreach to storytelling that highlights the transformative impact of legacy giving. In this presentation, Andrew will share how to maximize these tools and incorporate educational elements that emphasize the tax benefits and emotional fulfillment of planned giving. Together, you'll explore how a well-crafted, empathetic, and data-driven strategy can build trust, deepen relationships, and secure a strong pipeline of future gifts to sustain your mission for years to come.

May 22 2025 10:30AM

Pathways to Gift Planning Success

Over the past decade, the Boston College Gift Planning program has shifted from a reactive approach to a proactive model. This transformation has been driven by collaboration with fundraising units, strategic marketing efforts, the creation of valuable resources and tools for donors, and policy changes aimed at enhancing donor experiences.
Key Takeaways:
• The Importance of Collaboration: Learn how to effectively collaborate with different fundraising units within your organization to enhance your planned giving program.
• Develop Donor Resources: Gain insights into creating and utilizing resources and tools to better engage your donors.
• Implement Donor-Centric Policies: Discover strategies for adopting policies that enhance the donor experience and foster stronger relationships.
This presentation is designed for planned giving professionals at any stage in their careers and from institutions of all shapes and sizes. The hope is that you will walk away with ideas, strategies, and inspiration to enhance your planned giving efforts.