Marketing and Communications

Planned Giving Marketing on a Budget

Anne Morgan

THURSDAY, OCTOBER 3, 3:30 – 5:00 p.m.


If you’re working with a tight budget, sometimes it’s hard to find opportunities to get the good news of planned giving to your prospects. If your organization has a high volume of direct mail or email for annual fund, how does your planned giving material even get seen? In this workshop-style presentation, we will discuss opportunities almost every organization has, but of which few take advantage, including working with annual fund marketing, advertising and social media. We will discuss how to identify prospects and how to analyze your organization's fundraising data to highlight the prospects most likely to make a planned gift.

Learning Objectives

  1. Identify low cost opportunities for planned giving marketing.
  2. Work with annual fund team for cohesive messaging.
  3. Generate original and motivating messaging for your prospects.


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Anne Morgan

Director of Estate and Planned Giving, Field Museum of Natural History

Anne M. Morgan, JD, LLM, Director of Estate and Planned Giving at the Field Museum of Natural History, Chicago, IL, is a sought-after trainer and presenter in the areas of planned giving, nonprofit law and tax law. She has worked for a variety of organizations, such as Saint Mary's College in Notre Dame, IN, Northern Arizona University and the Salvation Army, to successfully grow their planned giving programs. Focusing on the practical aspects of building a planned giving program for a strong return on investment, Ms. Morgan takes a donor-centric approach to fundraising and relationship building. She is on the board of the Chicago Council on Planned Giving and licensed to practice law in Missouri and Indiana.