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Women in Development of Greater Boston

The Program Committee Presents:

"Marketing Bequests: The Delicate Art of Asking for That Final Gift"

Read the summary from this program

Speaker: Tom Ahern, Ahern Communications, Ink.

A recent survey asked a sample of typical middle-class donors, "Would you consider putting a gift for charity in your will?" More than 90% of these donors enthusiastically said yes. But then came the second question: "Have you already put a gift for charity in your will?" The dismal answer: fewer than 10% had done so. What's to blame for this striking gap? Lousy communications, plain and simple. In this brisk, no-nonsense workshop, Tom Ahern will teach you the right way to solicit bequests. A pivotal part of the discussion: the proven insights of the UK's "Dr. Death," a.k.a Richard Radcliffe, the world's leading researcher into legacy giving. During the workshop, participants will have a chance to craft their own letter promoting bequests, so they can put the training right to work.

Tom Ahern is often described as "one of the world's leading authorities" on how to speak properly – and profitably – to donors. He has authored four well-received how-to books on donor communications, with a fifth on the way. Each year, he delivers dozens of workshops internationally on the techniques of (and psychology behind) successful fundraising communications. In 2011, his speaking engagements have brought him to Belgium, Italy, and Australia, as well as all over North America. In 2009, CASE named him a "Faculty Star," acknowledging the unusually high ratings his workshops receive.

Tom works annually with dozens of clients across North America, helping them improve their donor income and retention, and writes fundraising materials for some of America's leading nonprofits. His specialties include bequest marketing, audits, direct mail, donor newsletters and case statements. Among his recent clients: Save the Children; the National Parks Conservation Association, with 350,000 members; Sharp, a major hospital system in San Diego; the Houston Grand Opera; the New York Community Trust (NYC's own community foundation); and Volunteers of America, one of America's 10 largest charities.

Wednesday, February 1, 2012
City Year
287 Columbus Avenue, Boston

Registration and Networking: 11:30 a.m. - 12:00 p.m.
Program: 12:00 p.m. - 1:30 p.m.

Registration Deadline: January 24, 2012

Bring Your Own Lunch - No Food is Available on Site

Remember, it's a WID networking tradition to swap business cards – bring yours.

Cost: $15 for WID members; $25 for non-members, late registration (after 1/24/12)

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