This session will examine the success and program achievements of the Seattle Children’s Hospital who have grown their planned giving program by more than $70 million through a middle donor strategy, across three integrated telefunding campaigns. This session will isolate the 10 key steps that ensured overall campaign success. Participants will leave with the ability to identify and prioritize each of the 10 key steps, appropriately scale them, and be able to implement them at their own organizations. Topics include the middle donor segment, their loyalty and their strong aptitude for bequest giving; how to mine your database for middle donor opportunities, and how to design an effective middle donor planned giving program.

Learning Outcomes:

  1. Practical steps to setting up a planned giving program which engages middle donors, your board and senior leadership
  2. How to mine your database for middle donors who have the capacity to make planned gifts to your organization
  3. How to begin a planned gift conversation with those donors

Mark Douglas Trask

Vice President

Artsmarketing Services Inc.

Currently the Vice President of Artsmarketing Services Inc., Mark brings a wealth of knowledge and expertise to the nonprofit arts sector. He taught fundraising in the Combined Arts Administration Program at the University of Ottawa. Mark has held senior positions with the National Gallery of Canada, Opera Lyra Ottawa, Opera Ontario, and Kitchener-Waterloo and Opera Hamilton, the Centre for the Arts at Brock University and the Shaw Festival. Mark is an active member of the Association of Fundraising Professionals (AFP), having served on the Executive and Board of Directors as well as a variety of Board Committees for both the Greater Toronto and Ottawa Chapters.