Moving from Tactics to Strategy: Finding the Secret Sauce for Your Gift Planning Marketing

With roughly 1.5 million charities marketing to donors, and so many nonprofit events crowding donor inboxes, it is difficult for nonprofit gift planning marketing to stand out. In this session, you’ll learn how to review your current gift planning marketing plan to avoid the most common pitfalls and address the biggest challenges. You’ll learn how to put together a plan from the top-down—objectives, that drive strategies, that drive tactics in a way that allows you to identify and build on your organization’s secret sauce. Participants will receive tools such as checklists, best practice examples of key points, and practical advice on what to measure and how to use what your learn. The session will give you a new lens on marketing planned gifts and give you a solid platform to communicate with management and coordinate and integrate your campaign into the nonprofit’s organizational marketing plan.
Learning Objectives

Raise awareness and recognition of the most common pitfalls and challenges in gift planning marketing.
Create an intentional way of walking through the steps to craft a strategic marketing plan to engage the nonprofit's unique donor segments and increase opportunities to close gifts.
Learn what to measure and how to use what you learn to improve results, communicate with management, align organizational marketing, and add purpose to donor conversations.

Author Name

Kathryn Miree

Source

CGP Conference

Publication Year

2018

Topic

Donor Relations, Program Administration

Document Type

Model

Career phase

Getting Oriented, Honing Skills, Expanding Expertise, Enhancing Program

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