About the masterclass
Join us for a masterclass on how to generate awareness and leads for estate gifts.
Do your current donors know the lasting impact they can make on your community by considering an estate gift? Are you confident you’ve found (and are in regular communication with) your charitable-minded community members who might want to leave a legacy through planned giving? This masterclass will show you the back roads of setting up a mini campaign specially designed to increase awareness of estate gifts through your foundation. When you’ll leave, you’ll be ready to put this plan into action, and you’ll even get to see the results and data collected from other community foundations who have already implemented this process.
Who It’s For
Development and communications staff at mid- to large-size community foundations
Presidents and executive directors of small community foundations
What You Will Learn
Building a Donor Message That Sticks:
Get into the minds of donors who are new to estate planning.
Explore the motivations of long-term planners who haven't considered charitable gifts.
Learn how to communicate the importance of supporting their community after their lifetime.
Learn how to communicate why your community foundation is the ideal vehicle for leaving an estate gift.
Content Creation:
Detailed outline for a mini campaign which includes Meta (Facebook and Instagram), email, newspaper, YouTube, and streaming TV platforms.
Learn our media recommendations for a variety of audiences so you know you’re reaching the right people
Easy tips and tricks for creating campaign videos that get donors to pay attention
Email Marketing:
Sequence of three impactful emails to send to your existing donors and estate gift prospects.
Techniques for acquiring email addresses of charitably-minded individuals in your region.
Technical Setup:
Learn how to set up campaigns in Meta Ads Manager (Facebook and Instagram) and Mailchimp.
Presenters:
Lori Bower, President at BowerComm
Lori Bower is a highly accomplished strategic communications and marketing executive with over 25 years of experience, specializing in community development, nonprofit/foundation growth strategies, and strategic business-to-business marketing.
Jo Hoffman, Director of Digital Marketing at BowerComm
Jo Hoffman is an emerging leader in the social and digital media world. She's honed her skills in lead generation, online sales, and email automation - putting them to use for the benefit of the nonprofits and businesses clients she works with across the globe.
Caitlin Kroeker, Account Supervisor at BowerComm
Caitlin Kroeker has implemented successful growth strategies with dozens of community foundations across the country. Her ability to connect to each community and help foundation leaders meet their goals has given her invaluable insight into what it takes to get the work done.