How do you know when an alum is actively considering a planned gift? Not just the capacity to complete a planned gift sometime in the future…but actively considering their estate planning options.
How can you better support those alumni based on their unique points in the decision journey?
What percentage of alumni visit the planned giving site?
How can we deliver the planned giving message to every page of the website where alumni visit?
These are some of the questions Kevin Bauman, Capture Higher Ed director of philanthropic initiatives, and Nathan Stelter, president of the planned giving consultancy Stelter, will discuss and answer at the National Association of Charitable Gift Planners’ (CGP) National Conference, October 2-4, in New Orleans.
Capture and Stelter’s breakout presentation at the CGP National Conference, Oh Behave! Behaviors That Signal Planned Giving is on Friday, Oct. 4 at 11:30 a.m.
“Looking through a larger lens, what we’re beginning to examine industry-wide — and what we’ll talk about at CGP — is how to better ‘track’ prospects’ behavioral engagement with nonprofits in real-time,” Nathan Stelter writes in his recent blog, What Are You Doing to Connect with Your Self-Directed Donor? “Where are they going on your website? How long are they on each page? What does it tell me about their propensity for planned giving?”
Factors like wealth and past affinity used to be the data points that nonprofits and universities used for serious prospecting, according to Stelter. But today, they are looking at ways to connect with alumni and friends that add “real value in real-time,” across all digital technologies and platforms.
“No longer can we cast those big, wide nets in hopes of landing a planned gift, even to be so lucky as learning of a gift intention,” Stelter writes. “Our direct mail MUST be more focused, targeted and personal, and our digital outreach must operate under the auspice that we’re moving toward looking directly at them while they’re looking at us. We must understand when, where and why they’re engaging with us or, as I like to think of it, going ‘fishing where the fish are.’ ”
If you plan to be in New Orleans for the CGP National Conference, be sure to stop by Capture and Stelter’s breakout session:
Who: Kevin Bauman, Director of Philanthropic Initiatives at Capture Higher Ed, and Nathan Stelter, President of Stelter
What: Oh Behave! Behaviors that Signal Planned Giving
Where: Hyatt Regency New Orleans
When: Friday, Oct. 4, 11:30 a.m. – 12:30 p.m. (CST)
