Marketing and Communications

The 9 Keys To Cutting Through Planned Giving Message Confusion

Barry Spencer

THURSDAY, OCTOBER 18, 2:00 – 3:00 P.M.


Planned giving is essential for every nonprofit serious about sustaining its future, yet planned giving efforts for most nonprofits continue to be under-resourced or neglected all together. Development professionals are given limited resources for planned giving with mounting responsibilities, and are expected to achieve higher levels of results in planned giving along with meeting major and annual goals. Adding to the challenges for development professionals, planned giving is frequently perceived as competition to annual and major giving efforts. Professionals can rise above the competition for donor attention and retention by recognizing current planned giving trends and using them to overcome the mounting challenges. A donor-centric approach creates the opportunity to break through the message confusion and stand out in the minds of their donors.

Learning Objectives

  1. Inform on the latest research about the 7 key challenges planned giving programs face today.
  2. Enhance donor conversations by addressing the 5 core donor worries.
  3. Simply and powerfully communicate the benefits of planned giving to every donor.


CFRE: Approved for 1 point  

CAP: Approved for 1 hour CE Credit

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Barry Spencer


Barry Spencer is a nationally recognized author, keynote speaker, philanthropic planning specialist, researcher, and planned giving program consultant whose presentations and comments have been heard on or seen in Forbes, Kiplinger, Worth, MoneyShow, CBS MoneyWatch, affiliates of ABC, CBS, NBC and FOX, among others. He is the creator of The Wealth With No Regrets® philanthropic planning process, Motivate Generosity and The Donor Motivation Program® Georgia, providing research and donor-centric planned giving education to development professionals, and he has written and contributed to several books. Barry is a second generation philanthropist supporting charitable causes he is passionate about and a champion of donor-centric communication for charities with their donors. He passionately educates planned giving professionals about how to speak “donor” so they meet their organizational fundraising goals and help donors achieve their philanthropic legacy. He lives in Alpharetta, Georgia, with his wife Lori and two children. His presentations include lessons and stories from competing as a 4-time Ironman and elite triathlete.