Inside the Donor's Mind: The Science and Psychology of Planned Giving Marketing

What motivates someone to include a charitable gift in their estate? Who are your strongest planned giving prospects, and how can you effectively reach them? How should you respond when someone “raises their hand” through marketing? This session explores the data, behavioral science, and messaging strategies that influence planned giving decisions. Whether you're building a program from the ground up or looking to enhance an already successful effort, you'll leave with practical tools and ideas that can be adapted to programs and budgets of all sizes. Members of the Virginia Gift Planning Council board will share marketing samples from their organizations, and attendees are encouraged to bring any samples they would like to share.

Our Presenter

Ann A. Deppman, J.D., serves as Assistant Vice President, Planned Giving at Virginia Commonwealth University.  At VCU Ann has been charged with building the university’s first comprehensive gift planning program with an emphasis on collaborative fundraising in a highly matrixed organization. Previously, Ann led gift planning efforts at the MCV Foundation on VCU’s medical campus and at Oberlin College. At Oberlin, Ann oversaw a program that was consistently recognized as an industry leader with one of the highest constituent participation rates in planned giving among peer institutions. Ann’s additional experience at Oberlin includes serving as a dean, program director, and pre-law advisor. Ann began her career as general practice attorney. Ann graduated Phi Beta Kappa from Middlebury College and received her J.D. from Vermont Law School. She is a member of the National Association of Charitable Gift Planners and past president of the Virginia Gift Planning Council.

Our Schedule

• 10:00 a.m. Registration Begins/Member Networking/Coffee 
• 10:30 a.m. Program Begins
• 11:30 a.m. Program Concludes/Q&A
• 12:00 p.m. Adjourn/Box Lunches

Registration Fees

• There is no fee for members to attend, though they should register in advance (members should be logged-in to access the member rate).
• The nonmember fee is $75.00. Nonmembers can also join now and then register at no additional cost.