Marketing Planned Giving - Maybe We Have It All Wrong?

LOCATION: Mackenzie House, Trent University, 1600 West Bank Drive, Peterborough

TIME: 12:50 p.m. - 2.30 p.m.

COST: Members: $20.00 Non-Members: $25.00

*You must attend this session at the location listed above*

*Please note that food will not be served*

Program Summary

"If planned giving has so much potential why doesn't it happen?"

"The traditional marketing model doesn't work"! - A familiar complaint of gift planners in organizations in which prospects don't readily identify themselves. What can you do about it? The potential for planned gifts is great. However, we have learned and employ marketing models that are productive for only a few select types of organizations. Even these programs leave much on the table.

It really isn't that difficult to create a great planned giving program. Take the right steps in the right order and results will happen immediately

How could we do things differently? How can we re-think the marketing model borrowing proven techniques from other areas of fundraising? Ken Ramsay will answer these questions with actual results from very different planned giving marketing models including results from different types of organizations. Maybe we do have it all wrong!

Learning Objectives

Participants will:

1. Acquire information on available research that will demonstrate the broad-based propensity for planned gifts in North America.
2. Reconsider the traditional reactive approach to planned gift marketing and open their minds to the possibility of radically new approaches.
3. Learn simple, highly practical first steps to implementing new approaches to securing planned gift commitments from their constituency.
4. Be challenged to strategically assessing or reassessing their planned giving programs to fully exploit the significant potential of gifts of assets and be able to immediately integrate such assessments into their programs.

About the Presenter

Ken Ramsay, one of the most experienced planned giving professionals in North America, joined Legacy Leaders in 1996 as President and CEO. Prior to Legacy, Ken spent seven years as the Special Gifts Officer of the United Church of Canada, responsible for the Planned Giving and Direct Mail programs. That program doubled in size to average $20 million in realized planned gifts annually.

Ken was long-time Chair of the Canadian Association on Charitable Gifts (formerly the Canadian Association on Charitable Gift Annuities). He was the founding Chair of the Canadian Association of Gift Planners and has lectured and taught extensively on Gift Planning in Canada. An original faculty member, Ken co-founded the course on Planned Giving at the Banff School for Management and has taught many of the planned giving professionals in Canada today. He has chaired the North American Conference on Christian Philanthropy, created the first Planned Giving Track for the AFP Congress and acted as Dean of the Pre-Congress/Executive Development Track. Ken has spoken frequently at AFP, NCPG, AHP, and CAGP events throughout North America.

Legacy Leaders, under Ken, has been acknowledged by the C.D.M.A. as a Merit Award winner for an Integrated Telemarketing program and the Associated Health Care Philanthropy Canada for the Showcase Award for Best Planned Giving Program for three successive years.

Target Audience