Developing a Proactive Planned Giving Marketing Plan

Many planned giving officers work for an institution that has an effective annual fund. Learning how to utilize the annual fund as a resource for planned giving donor prospects improves the effectiveness of a planned giving program. Specifically, it helps identify qualified planned giving Donor prospects; increases the number of donor visits for planned giving officers, reduces unproductive time spent on non-qualified prospects, increases the return on investment of the annual fund, and increases donor affinity. This session will discuss identifying planned giving prospects from analyzing annual giving behaviors; using wealth and planned giving scoring models; and using segmentation strategies. Learn how to develop an integrated planned giving marketing plan that will help you increase gift income and improve your overall program performance.