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Pre-Conference Workshop Descriptions

Wednesday, July 30 | 10:00 AM - 4:00 PM

Endowment Building Institute

Presenters: Paul L. Yeghiayan, CFRE, CSPG Senior Consultant, Benefactor Group; Laura MacDonald, CFRE, Benefactor Group

Is your nonprofit thinking about launching, building, or strengthening its endowment? With an estimated $12 trillion in intergenerational wealth being transferred to charitable organizations over the next few decades, now is the time to invest in endowment building. Endowments provide nonprofit organizations with numerous benefits, including:

1. Financial stability and sustainability
2. Income generation
3. Deepening donor engagement
4. Enhanced credibility and public image
5. Program support and expansion
6. Risk mitigation
7. Attracting and retaining talent
8. Legacy and institutional memory
9. Flexibility in resource allocation

The Endowment Building Institute (EBI) is a comprehensive interactive program designed to equip participants with highly actionable steps for endowment growth. We divide EBI into six sections:

1. Understanding Endowment and the Case for Endowment Support
2. Types of Gifts and Necessary Policies
3. Identifying, Cultivating, Engaging, and Soliciting Donors
4. Caring for Donors and the People They Trust
5. Marketing the Endowment and Planned Gifts
6. Measuring and Building on Success

EBI participants will walk away from the workshop better equipped to:

1. Ensure you have the necessary policies and procedures in place
2. Engage and involve board members appropriately
3. Develop a case for endowment support
4. Understand the variety of gift options available to donors
5. Identify and screen prospective planned giving donors
6. Design endowment marketing strategies
7. Develop cultivation, solicitation, and stewardship plans
8. Track gifts and measure results
9. Adjust plans to build on the most effective strategy and tactics


Communicate to Funders: Craft Your Theory of Change

Presenters: Charlyn Moss, CEO & Founder, Working Within; Efrata Kirose, Associate Consultant, Working Within; Tricia Allen, Chief Executive Officer, Together We Bake

In this interactive workshop, participants will be guided through the essential process of crafting a robust Theory of Change that serves as a strategic roadmap for their organization and communication tool to any funder. A well-defined Theory of Change not only articulates the vision for change but also clarifies how specific activities lead to desired outcomes. We will start by helping organizations develop a compelling problem statement, supported by relevant data to ensure a solid foundation for their initiative.

Next, we will guide attendees in mapping out their activities, detailing the specific actions they will undertake to tackle the identified problems. This step is crucial, as it aligns day-to-day operations with the overarching goals of the organization. Participants will also explore how to define outputs—measurable products or services delivered by their activities—and understand their importance in evaluating the effectiveness of their efforts.

Finally, we will focus on articulating desired outcomes, which represent the changes or benefits that result from their activities and outputs. By connecting these elements, participants will create a clear, logical flow that illustrates how their organization's work contributes to long-term social impact.

By the end of the workshop, participants will leave with a comprehensive Theory of Change document that outlines their problem statement, activities, outputs, and outcomes. This invaluable tool will not only enhance their strategic planning and communication efforts but also serve as a foundation for securing funding and support. Join us to gain the skills and insights needed to articulate your organization’s vision for change effectively and demonstrate its impact in a data-driven manner.


Copywriting Clinic for Direct Response Fundraisers

Presenters: Amy Sukol, CFRE, Lautman Maska Neill & Co. Rayna Clarke, Lautman Maska Neill & Co. Vicki Viera, Lautman Maska Neill & Co.

Great fundraising copy is both an art and a science. In this information-packed pre-conference workshop, attendees will learn everything they need to know to craft, edit or direct the creation of a winning fundraising copy. We'll start the day by covering the elements of successful on and offline fundraising copy, how to effectively review and edit copy as well as guidelines for crafting ethical fundraising copy. We'll break into smaller groups to do some copy editing in real time. Then we'll pivot to specialized copy, focusing on crafting messages for renewals, planned giving, monthly giving and capital campaigns. In the second part of the day, we'll cover how to work with our fundraising partners. We'll start with a discussion of how to work with copywriters. Then, we'll break into groups where those who are working for non-profits can discuss how to best work with their agency partners and how those who work for agencies can best work with their non-profit partners. This workshop will provide knowledge and skills that you can take back to your agency or organization right away to increase the effectiveness of your direct response fundraising copy.


PR for a Better World: Leveraging the Power of Earned Media

Presenters: Jessica Siegel, CEO, Sing Creative Group; Alexandria Medina, Executive Director, Oakland Education Fund; Luisette Kraal, Founder, Nuevos Vecinos Community & Free Store; Chari Pere, Founder, Unspoken Cartoons

Want to spread the word about your cause, raise money, and build credibility, all without paying for advertising? Discover the power of earned media in this hands-on, interactive workshop led by Jessica Leving Siegel, a former reporter. Drawing from her experience, she will share the framework she’s used to secure placements for clients in major outlets like The New York Times, USA Today, HuffPost, and more. Participants will gain a media pitch template, a tailored PR calendar, and tools for building a targeted media list.

Workshop Highlights:

Hour 1: PR for Changemakers
Learn why earned media is essential for nonprofits and how to position your organization as a leader. Featuring a case study on North Shore Neighbors Say Bienvenidos, participants will explore using PR to mobilize communities and engage diverse populations.

Hour 2: Crafting a Newsworthy Story
Explore what journalists look for and identify newsworthy stories within your organization. The session includes a case study and a hands-on exercise to practice using different angles to pitch the same topic to different outlets at different times of year.

Hour 3: Building Your Media List
Understand your audience, choose the right outlets, and use technology to connect with journalists. A case study on the Oakland Education Fund highlights the impact of localized media outreach and a hands-on exercise will help attendees jump in and get started.

Hour 4: Interactive Pitch Development
Participants will develop PR pitches and receive feedback to refine hooks and angles.

Hour 5: Planning for Success
Integrate PR into your annual strategy with a calendar planning exercise.

Hour 6: Group Discussion
Wrap up with Q&A and collaborative discussions.


New Revenue Routes — The Roadmap to Channel Expansion

Presenters: Ryan McGuire, Associate Account Director, The Harrington Agency

In today's competitive landscape, non-profit organizations are constantly seeking innovative ways to increase revenue and expand their reach. One effective strategy is to explore new channels and partnerships. This pre-conference session will provide attendees with a comprehensive roadmap to channel expansion, offering insights into identifying potential opportunities, building successful partnerships, and maximizing revenue generation.

 
Key Takeaways: