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

Whether you’re launching a new endowment initiative or expanding an existing one, the Endowment Building Institute (EBI) is a comprehensive, full-day workshop designed to provide you with the tools, strategies, and templates needed to build and sustain a successful endowment program.

This interactive session covers six core areas: understanding endowments and making the case for support; policies and gift structures; donor identification and engagement; stewardship best practices; marketing strategies; and measuring results. Participants will gain practical guidance for navigating the legal, financial, and relational aspects of endowment development.

You’ll also receive a detailed resource notebook, complete with worksheets, sample policies, readiness assessments,
and planning tools — everything you need to begin or enhance your endowment strategy immediately.

Learning Objectives:

Articulate the benefits of endowment assets to support long-term financial stability and mission-driven growth
Make a compelling case for endowment support to senior leaders, boards, and donors
Launch or enhance an endowment program through policies, donor engagement, marketing, and stewardship strategies
Apply practical tools and templates to ensure long-term success and adaptability in your endowment-building efforts

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, you’ll learn everything you need to know to craft, edit, or direct the creation of 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, and 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 nonprofits can discuss how best to work with their agency partners and how those who work for agencies can best work with their nonprofit partners.

This workshop will provide copywriting knowledge and skills you can take back to your agency or organization and immediately begin increasing the effectiveness of your direct-response fundraising copy.

Learning Objectives:

Understand what makes strong fundraising copy for both on- and offline direct response efforts, and how to review and edit copy successfully
Discern how to craft messages for different types of fundraising appeals, including renewals, planned giving, capital campaigns, and monthly giving
Discover how to work effectively with copywriters, agencies, and organizations to craft winning fundraising copy together

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 raise visibility for your cause, drive fundraising, and build credibility, all without paying for advertising? This full-day, hands-on workshop will show you how to harness the power of earned media to amplify your organization’s mission and impact. Led by former reporter and PR strategist Jessica Leving Siegel, you’ll gain a practical framework used to land placements in top outlets like The New York Times, USA Today, and HuffPost.

Throughout the day, you’ll develop real-world media tools, including a tailored pitch, PR calendar, and targeted media
list, all customized to your organization.

Workshop Schedule:

Hour 1: PR for Changemakers
Discover the role of earned media in movement-building, and explore how to position your organization as a trusted leader. Includes a case study from North Shore Neighbors Say Bienvenidos.

Hour 2: Crafting a Newsworthy Story
Learn how to spot media-worthy angles within your work, and practice pitching the same topic to different outlets using seasonal or topical hooks.

Hour 3: Building Your Media List
Identify your ideal audience and outlets, then start building a media list that supports your goals. Features a case study from the Oakland Public Education Fund.

Hour 4: Interactive Pitch Development
Work in small groups to write, refine, and receive feedback on your PR pitch.

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.

Learning Objectives:

Craft media-ready narratives that resonate with journalists and elevate your mission
Build relationships with the right outlets and contacts to earn meaningful media coverage
Use press coverage strategically to engage supporters and drive social impact

New Revenue Routes — The Roadmap to Channel Expansion

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

Primary Presenter : Ryan McGuire – Associate Account Director, The Harrington Agency

In today’s competitive fundraising environment, nonprofits must innovate to remain sustainable and resilient. One proven strategy? Channel expansion. This pre-conference workshop will provide you with a step-by-step road map to explore new revenue streams and partnerships that can diversify funding and unlock long-term growth.

You’ll learn how to identify the right expansion opportunities — whether through corporate sponsorships, foundation support, government grants, or strategic collaborations — and how to build relationships that align with your mission and organizational goals. Through guided planning exercises and real-world insights, you’ll develop strategies to effectively pitch new channels internally, market them externally, and measure performance along the way.

This session is ideal for nonprofit professionals ready to think beyond the status quo and build new pathways to
financial sustainability.

Learning Objectives:

Create a plan for exploring and testing new revenue channels
Organize a compelling case for support to present to key internal stakeholders
Build an evaluation framework to assess the success and scalability of new revenue initiatives