You Don’t Have to Learn Another Language to “Get” Planned Giving.

In a world where your average prospect is inundated with over 3,500 marketing messages a day, an important element to getting your message heard is to make it simple. Overly-simple.

But there’s more. A lot more. Here’s everything you need to know about planned giving marketing.

Learning Objectives and Take-Aways

  • What works, what doesn’t.
  • How to cut through the noise and make your message heard.
  • Direct mail vs. electronic mail. The answer will surprise you.
  • A simple 12-month marketing calendar you can start using immediately.
  • The 21 “touch” approach?
  • How to get 90% of the gifts with 10% of the effort.
  • Using humor without being crass (i.e., lacking sensitivity, refinement, or intelligence).
  • Why storytelling is a powerful marketing tool.
  • You can’t deposit “likes” into your bank account (i.e., Social Media).
  • How to assess if your marketing is too edgy.
  • Learn how to communicate about essential planned giving vehicles.
  • Find out which planned gifts offer the best ROI.
  • Free downloads, including Board Member Pocket Guide and 10 Elevator Pitches.
  • The bad news: the way you think is different than the way your prospect thinks.
  • Examples, examples, examples! All real world stuff to inspire you, and your donors.

For many, planned giving is, at worst, an ominous topic, and at best, a boring one. But Viken makes planned giving interesting, relevant, informative, and even humorous.

Planned giving speakers are often dry enough to put a cat on speed to sleep. They talk about software and the technicalities of gift vehicles. Not so in this webinar. This presentation is practical, will inspire action, and comes with a 100% no-snoozefest guarantee.

Expect to take copious notes.


  • Beginners
  • Intermediate
  • Advanced

Morning Workshop and

A Match Made in Heaven: Planned Gifts and Major Gifts Unite Tax Reform’s Impact

Lise Twiford

Stewart Sullivan

Viken Mikaelian

Wednesday, April 3, 2019