2018 Tracks

Fundamentals Track

Introduction of planned giving fundamentals for professionals with 0-2 years of experience

Sponsored by: BNY Mellon Wealth Management

Dean: Kara Barnes, Director of Planned Giving, American University

Session 1:

Thursday, May 24, 2018 • 9:00 – 10:00 am

Questions to Start Gift Planning Conversations
Greg Sharkey | Senior Philanthropy Advisor – The Nature Conservancy

In this interactive session, Greg Sharkey will share questions we can ask our donors about life transitions, values, and non-cash assets that help us be better partners to our donors. Greg will share brief stories of how these questions often lead to charitable gifts that are best for the donor and for charity and will invite attendees to share their questions and experiences as well.

Level: All Levels

Session 2:

Thursday, May 24, 2018 • 10:30 – 11:30 am

Who Are These Wonderful Planned Giving Donors and What Do They Do?
John Jensen | Senior Consultant and Senior Vice President – The Sharpe Group

Learn from Sharpe’s 50+ years of in-depth, fact-based PG research.  Who makes these gifts?  What & how do they give?  Which decisions stick?  When are final decisions made? Identify best prospects and your single best statistical probability, signs to watch for, timing of last gift, and final gift decisions.  What is the age at death?  Should you market bequests to younger donors?  Is your legacy society working?  Do you really know?  Do legacy commitments stick and which are statistically most solid?  How to measure? Do bequest and CGA donors really live longer?  Are CGA donors good bequest prospects?  Are women really better CGA prospects? What does all this mean?

Level: Beginner

Session 3:

Friday, May 25, 2018 • 9:00 – 10:00 am

Bequests: Who Wants to Make Them and How to Get Them
Gary Pforzheimer | President – PG Calc

Bequests are the single biggest source of realized planned gift dollars.  For the most part, you don’t know who is going to do a bequest, when they are coming in, or how much they’ll be worth.  Oh, and the donor can change their mind at any time!  This presentation will summarize the latest research on bequest donor demographics and marketing.  You’ll learn how to raise the topic of bequest giving as well as make the bequest decision urgent and easy.  There will be time for questions during this interactive presentation.

Level: Beginner

Session 4:

Friday, May 25, 2018 • 10:30 – 11:30 am

The ABCs of CGAs: The Building Blocks for a Successful Program
Chris McGurn | Senior Vice President and Manager, Planned Giving – PNC Bank

Jennifer Stitely | Divisional Director of Planned Giving – The Salvation Army, National Capital & Virginia Division

In this presentation, Chris McGurn and Jennifer Stitely will talk attendees through the basics of establishing a charitable gift annuity program.  We will discuss how CGA’s came to be, what they are, what they are not, and why they are an effective component of any planned giving program.  Attendees will leave having seen a sample proposal, CGA contract and disclosure statement and hearing real world examples of the do’s and don’ts of CGA programs.  We encourage attendees to bring questions and concerns about starting a program and making their existing programs more effective.

Level: Beginner, Intermediate

Session 5:

Friday, May 25, 2018 • 12:00 – 1:00 pm

Starting a Planned Giving Program: Where to Begin?
Nicole Engdahl | Vice President, Planned and Annual Giving – National Park Foundation

Are you looking to branch out into planned giving at a new organization? Have you been asked to take over an almost non-existent planned giving program at your current organization? Are you new to fundraising and just aren’t sure how a planned giving program works? Knowing where to begin can be overwhelming. Join Nicole Engdahl for an interactive presentation on how to get your program started and on the right path. We will discuss best practices and tangible steps for how to set up your program, market it, and steward your donors all through real-life examples.

Level: Beginner


Donor Relations Track

Best practices in planned giving prospect identification, cultivation, solicitation, and stewardship

Sponsored by:

Dean: John-Joseph van Haelewyn, Director of Planned Giving, Smithsonian Institution

Session 1:

Thursday, May 24, 2018 • 9:00 – 10:00 am

Donor Advised Funds through Donors’ Eyes
Carlos Byrne | Vice President and Director of Relationship Management – BNY Mellon Wealth Management

Donor Advised Funds or DAFs have become one of the most popular vehicles utilized for philanthropic giving.  Why is this occurring, and how can charities benefit from this mega-trend? This session will explore those questions through: an overview of how DAFs work, examining creative ways DAFs are being used by donors, and outlining potential strategies for gift planners and their organizations.

Level: All

Session 2:

Thursday, May 24, 2018 • 10:30 – 11:30 am

Set up for Success: Leveraging a Campaign to build meaningful donor recognition programs
Laura Gobbi | Director of Programming and Stewardship, Office of Advancement – Smithsonian Institute

This session will explore how the Smithsonian leveraged the largest campaign ever launched by a cultural organization –$1.88B — to build meaningful, high-impact donor recognition programs that served short-term stewardship needs for top donors while establishing a path for a post-campaign future. We will discuss how partnerships with internal and external stakeholders, as well as leveraging institutional and volunteer leadership were critical to the program’s success.

Level: All

Session 3:

Friday, May 25, 2018 • 9:00 – 10:00 am

Extend Your Reach: How Major Gift Officers Become Active Partners in Gift Planning Efforts
Craig Smith | Senior Consultant – John Brown Limited, Inc.

Participants will learn how major gift officers: 1) develop a clear and robust understanding of gift planning by; 2) being taught how to purposefully and deftly lead donors through inquisitive discovery conversations, and; 3) how those conversations lead to active involvement of a planned giving team with major gift officers, donors, and advisors. Participants will learn how interactive case studies serve as the tool for sustainable in-house training that positions planned giving directors as collaborative partners, helping to uncover and close the best and biggest gifts of mutual benefit for donors and organizations.

Level: All levels, but especially active gift officers seeking larger gifts

Session 4:

Friday, May 25, 2018 • 10:30 – 11:30 am

Implementing a Legacy Challenge at a Large, Multifaceted Institution
John Kendrick, CAP | Assistant Vice President, Planned Giving – The George Washington University

Courtney Tsai, JD | Director of Development, Planned Giving – The George Washington University

Can a Legacy Challenge – a program in which one or more major donors provide a pool of matching funds that are used to stimulate new bequests and other planned gifts – really work in a major, multifaceted institution and will it positively impact donor relations? Come hear how GW successfully fielded a Legacy Challenge last spring that doubled new planned gifts, engaged major gift officers in seeking new planned gifts, and enhanced the university’s relationships with donors.

Level: All

Session 5:

Friday, May 25, 2018 • 12:00 – 1:00 pm

The Evolution of the Philanthropic Industry: Exponential Change Creates and Destroys Opportunity.  Will you be ready?
Avery Tucker Fontaine | Head of Strategic Philanthropy – BNY Mellon Wealth Management

Discussion of the forces at work creating change both for donors and nonprofits.  What is happening?  What changes are we already seeing and feeling?  And what can we do about it?  How will these changes ultimately influence the discipline of planned giving specifically, and fundraising in general?

Level: All


Marketing & Communications Track

From tried and true to cutting-edge, ideas that work for every size organization

Sponsored by: PG Calc

Dean: Jennifer Stitely, Divisional Director of Planned Giving – The Salvation Army, National Capital & Virginia Division

Session 1:

Thursday, May 24, 2018 • 9:00 – 10:00 am

The Evolution of Planned Giving Marketing: Debunking 4 Common Myths
Nathan Stelter | Vice President of Business Development and Marketing – The Stelter Company

This presentation uses data from the 2017 Natural Marketing Institute’s Healthy Aging Database® study to provide a new look at common misconceptions regarding planned giving. Take a sector-specific look at how mistaken beliefs regarding age, ethnicity, geography, and net worth may be costing your organization significant gift opportunity. Leave with practical next steps to help your planned giving marketing program go from “luck to logic”. Attend to gain a better understanding of donor prevalence of common estate planning documents, why a segmented communication strategy is critical to the success of any nonprofit organization, and which form of planned gifts are of most interest to donors across an extensive demographic breakdown.

Level: All

Session 2:

Thursday, May 24, 2018 • 10:30 – 11:30 am

Brand Your Planned Giving to Inspire Action
David Huffine, CFRE | VP for Advancement – St. Joseph’s Villa

Drew Melson | Director of Marketing and Communications – St. Joseph’s Villa

Boomers are inspired to act by different messages than their predecessors. This has implications for planned giving marketing in general and recognition societies in particular. Branding for fundraising deserves as much thought as organizational branding.  Theme, image and message should weave information and inspiration to influence how donors respond to appeals. Effectiveness in inspiring today’s prospective planned giving donors can be enhanced when branding is approached as a primary consideration, rather than a last-minute add-on. This presentation will focus on the application of branding and communications best practices to fundraising and planned giving, and demonstrate how these approaches can strengthen donor response.

Level: All

Session 3:

Friday, May 25, 2018 • 9:00 – 10:00 am

Integrated & Intergenerational Promotion Strategies
Vince Fraumeni | Founder, Principal – V.J. Fraumeni Fundraising Consultants

This session will focus on integrating multi-channel strategies for marketing planned gifts. Presentation will include focus on differing generational approaches and donor conversations.

Level: Beginner, Intermediate

Session 4:

Friday, May 25, 2018 • 10:30 – 11:30 am

Moves Management: Converting Planned Giving Leads to Closed Gifts
Kathy Swayze, CFRE | President & Creative Director – Impact Communications

Beckie Cairns | Deputy Director for Gift Planning – American Civil Liberties Union (ACLU)

When push comes to shove, our number-one priority is to close more planned gifts. Sometimes we have roadblocks in the way, like not enough staff time to call every lead, or some donors that won’t respond to our calls. In this session, Kathy Swayze, CFRE of Impact Communications explains how to use direct marketing “moves management” strategies to overcome these obstacles. Also, hear case studies and other tips from planned giving professionals Beckie Cairns of the ACLU.

Level: Advanced

Session 5:

Friday, May 25, 2018 • 12:00 – 1:00 pm

Strategies for Successful Marketing to Professional Advisors
Phil Purcell, JD | Senior Counsel for Philanthropy – Fellowship of Catholic University Students

This session will explain how to market to professional advisors such as attorneys, accountants, financial advisors, and more.  We will review how to build a list of advisor contacts.  Strategies for involving advisors in gift planning will be explained.  Unique opportunities such as serving on advisory boards, continuing education seminars, and donor estate planning sessions will be explored in detail.   Specialized marketing materials for advisors will be shared.  Time will be allowed for questions, sharing, and discussion of best practices.

Level: Intermediate


Advanced Track

Challenging the status quo with fresh ideas for seasoned professionals with 10+ years of experience

Sponsored by: Campbell & Company

Dean: Ann Kolakowski | Director of Bequests and Gift Annuities – The Humane Society of The United States

Session 1:

Thursday, May 24, 2018 • 9:00 – 10:00 am

Planned Giving Performance Metrics: A Productive Tool for Measuring Investment and Return
Stephen P. Link | Senior Philanthropic Advisor – Georgetown University

Evelyn Morgner | Director, Planned Giving and Transformational Gift Services, Investor Relations – United Way Worldwide

Angela W. Sosdian | Executive Director, Gift Planning – The Nature Conservancy

Designing a performance measurement system to demonstrate your value-add in an environment where planned gifts may take time to come to fruition is challenging. Whereas there is often, at many nonprofits, pressure for short-term cash inflows, demonstrating your effectiveness becomes more difficult when planned gifts take longer to win.

To provide insights, the session will be co-presented by planned giving directors from a university and from two national nonprofits to get perspective on effective ways to assess performance.

The panel will explore different performance metrics that can fairly evaluation a planned giving officer’s performance. The session will also include an interactive session so that attendees can share their experiences and highlight the optimal performance metrics to involve Major Gifts colleagues and their CEO.

Level: Advanced – recommended for managers/advancement leaders

Session 2:

Thursday, May 24, 2018 • 10:30 – 11:30 am

#UsToo?
Doug White | Philanthropic Advisor

Real people.  Real organizations.  Real problems.  As we have learned – although it’s no surprise – the question of sexual harassment is relevant to employees of charitable organizations, too.  In this interactive session, we will examine what has happened at some organizations, as well as how it could have been prevented.  But we will look forward, too.  We will ask if policies, or better policies, would make a difference.  We will also ask specific questions about our relationships with our donors and our relationships with our co-workers.  The time has come – it’s actually well past due – for this discussion.

Level: Advanced

Session 3:

Friday, May 25, 2018 • 9:00 – 10:00 am

Looking a Gift Horse in the Mouth: Dealing Effectively with Complex and Problematic Donations
Stuart Sullivan | Senior Vice President – Graham-Pelton Consulting

While most donors simply give cash or publicly traded stock, there are others who present challenges in terms of the proposed structure of their gifts. And, typically these are larger gifts from more sophisticated and influential donors. If not handled carefully, these situations can lead to a variety of issues for even the most seasoned development professional. In this session, we will utilize a case study based approach to illustrate various strategies that can be employed in effectively managing these situations to preserve the relationship with the donor and to protect the interests of the organization and the career of the development professional.

Level: Advanced

Session 4:

Friday, May 25, 2018 • 10:30 – 11:30 am

Coaching Skills for Advancement Leaders
Beth Herman | Consultant and Executive Coach – EBH Consulting, LLC.

What exactly is coaching, and what do you, advancement program leader, need to know about it?  Distinct from mentoring or advising, coaching is a powerful, disciplined practice designed to engage and empower your team, your donors, your boss, even your kids.  In this interactive session, seasoned advancement consultant and certified executive coach Beth Herman will demonstrate how coaching can improve your program’s ROI, teach you some basic coaching techniques, and help you determine when and how to hire a coach of your own.

Level: Advanced – recommended for managers/advancement leaders

Session 5:

Friday, May 25, 2018 • 12:00 – 1:00 pm

Rights and Responsibilities of Charitable Beneficiaries in Death-Related Administration of Estates and Trusts
Fredrick Weber | Senior Vice President and Estate Settlement Services, Practice Lead – Northern Trust Company

This presentation seeks to broaden the understanding of death-related administration of estates and trusts from the point of view of a professional fiduciary, who also happens to be a recovering trust and estate attorney and a former planned giving officer. Through increased knowledge of death-related administration, the goal is to provide planned giving professionals with tools to help them advocate more effectively for their organizations, better understand their rights and how to protect them, and enhance their ability to communicate with the fiduciaries responsible for the delivery of charitable gifts following the death of a donor.

Level: Advanced