Master classes are an additional educational opportunity, taking place before the IGNITE opening. They are intensive sessions that cost $90 each. You can select them when registering for the conference. If you have already registered, but would like to add on one or both classes, please contact Jon at firstname.lastname@example.org.
Master Class Session 1
Accelerating Bequests — Let Us Count the Ways
Thursday, January 31 - 8:30-11:30 a.m.
In recent years, many charitable organizations and institutions expanded efforts to encourage bequests and other gifts that are completed at the death of one or more persons. Given the fact that the average lifespan of a 65-year-old couple is 25 years or longer, how do we maximize gifts during a period of stewardship that can span decades? What do we do for an encore? Can a donor put a charity in their will “again?” This session will explore a variety of methods for accelerating bequests in ways to meet personal needs, provide current tax savings, and fund your mission in the near term.
Master Class Session 2
Turning Facebook Likes Into Donors
Thursday, January 31 - 1:15-4:15 p.m.
Facebook has more data on what people value than any other tool or database, yet most fundraisers don’t know how to leverage this data to acquire new donors. So we’re left with one question:
How do we utilize Facebook to reach likely donors and influence them to give a gift?
In this workshop, we’ll demonstrate a tested and proven strategy to turn Facebook into a reliable and sustainable source of new donors. This proven strategy is based on 300-plus related online fundraising experiments, five years of Facebook fundraising campaigns, and testing with over $3 million worth of Facebook advertising. You will:
Learn a repeatable strategy to acquire new donors using Facebook advertising
Be able to create an effective content offer to attract likely donors
Be able to target likely donors with their content offer by learning the core components of Facebook’s targeting abilities
Understand how to create an effective landing page by reviewing case studies on what elements increase conversion rates
Understand how to craft a high-converting donation page by reviewing case studies on what form and page elements increase donations