Comprehensive Fundraising Training Steven P.J. Wood Building, Arlington, VA

March 4 - 7, 2013

TIME TRAINING LECTURE KEY LECTURE POINTS FACULTY / SPEAKER

Monday, March 4 – High Dollar

9:00-9:30am Registration and Breakfast

Carol Wehe 9:30-9:45am Welcome and Opening Remarks  Leadership Institute 101 Fundraising Training Coordinator  Binder materials Leadership Institute

 Who gives? Carsten Walter 9:45-10:45am Why People Give you Money  The keys to donor communication Development Director  THANK YOU

10:45-11:00am Break  Why have a high- dollar direct mail program John Davis 11:00-12:15pm High-Dollar Direct Mail  Acquiring lists Director of Donor Communications  The letter Leadership Institute 12:15-12:45pm Lunch  What is personal solicitation? Nancy Bocskor The Art of the Ask: One-on-One 12:45-2:00 pm  Knowing when to ask Founder Fundraising  Tips and things to avoid Nancy Bocskor Company

2:00-2:15pm Break

Karla Bruno  What is your case for giving? Director of Foundation & Corporate 2:15-3:30pm Creating a Case for Giving  How to develop the theme Relations  How to integrate your case Leadership Institute

3:30-3:45pm Break Comprehensive Fundraising Training Steven P.J. Wood Building, Arlington, VA

March 4 - 7, 2013

How Capital Campaigns Can  The benefits of capital campaigns David Kirby 3:45-5:00pm Super-Charge Your Fundraising  The pieces of the puzzle Vice President of Development Program  Putting it all together – video FreedomWorks Carter DeWitt  What does it take? 5:00-6:00pm Tips on How to Upgrade Your Donors Vice President of Development  Communication needed to upgrade a donor

6:00-6:25pm Dinner

Carol Wehe Online Fundraising Workshop:  Leadership Institute 101 6:25-6:35pm Fundraising Training Coordinator Welcome and Opening Remarks  Binder materials Leadership Institute

 Strategy for online advertising to raise funds An Online Advertising Crash Course  Formats, terminology and platforms for managing 6:35-7:35pm Patrick Ruffini for Fundraisers campaigns  Targeting and measuring success

7:35-7:45pm Break  Trends for high tech fundraising Money Bombs, Email & Mobile: Digital 7:45-8:40pm  Using tried and true email tactics for raising money Patrick Ruffini Fundraising Trends and Best Practices  Leveraging mobile technology for fundraising  Getting your message across online Nathaniel Yellis 8:40-9:15pm Online Fundraising Messaging  Talk with, not at: asking for & responding to feedback Deputy Political Director  Examples of past messages: what worked & didn’t Heritage Action for America

Comprehensive Fundraising Training Steven P.J. Wood Building, Arlington, VA

March 4 - 7, 2013

TIME TRAINING LECTURE KEY LECTURE POINTS FACULTY / SPEAKER

Tuesday, March 5 – High Dollar

9:00-9:30am Registration and Breakfast Karla Bruno  Why organize regardless of size Organizing Your Development Director of Foundation & Corporate 9:30-10:30am  Getting your board and staff engaged Department Relations  Developing your message Leadership Institute  Building and Sustaining Traditions Todd Meredith Keys to Conducting Effective  Scalable Events/High Net Worth 10:30-11:30am Co-owner Fundraising Events  Event Planning with VIP’s Morgan, Meredith & Associates  Return on Investment

11:30-12:00pm Lunch Developing an Effective Planned  What is planned giving? Michael Barvick 12:00-1:00pm Giving Program: What It Is and How  How to beat the IRS Director, Major Gift Planning You Can Be Successful  Bequests and other things The Heritage Foundation Chaz Cirame  What does it take? 1:00-2:00pm Corporate Fundraising Principal  Effective corporate fundraising strategies Cc:External Affairs

2:00-2:15pm Break Karla Bruno  Nuts & bolts of private grant proposals Director of Foundation & Corporate 2:15-4:15pm Grant Writing Workshop  Finding the funding Relations  Creating the budget for your grant proposals Leadership Institute 4:15-4:30pm Break 4:30-6:30pm Care and Feeding of Donors  Putting it all together President Leadership Institute 6:30-7:00pm Dinner and Adjournment Comprehensive Fundraising Training Steven P.J. Wood Building, Arlington, VA

March 4 - 7, 2013

TIME TRAINING LECTURE KEY LECTURE POINTS FACULTY / SPEAKER

Wednesday, March 6 – Direct Mail Wednesday Wakeup Club Breakfast 7:30-9:00am Dr. George Nash, Senior Fellow of Center for Cultural Renewal

9:00-9:30am Registration for Direct Mail School

Carol Wehe  Leadership Institute 101 9:30-9:45am Welcome and Opening Remarks Fundraising Training Coordinator  Binder materials Leadership Institute

Emmy Lewis  Nuts and bolts overview of Direct Mail President 9:45-11:45am How Direct Mail Fundraising Works  Why Direct Mail Works Lewis & Company Marketing Communications, Inc. 11:45-12:15am Lunch Kevin Allen  Defining your mission 12:15-1:30pm Prospecting to Build Your Donor File Chief Operating Officer  How to prospect Richard Norman Company  Know your goals for each of your mailings Tom Colwell Acquiring, Borrowing, and Trading 1:30-2:30pm  List exchanges Co-President Donor Lists  Do’s and Don’ts Conrad Direct 2:30-2:45pm Break Jacqueline Monaghan Building Relationships with Donors:  Know how to know your donors 2:45-3:15pm Development Assistant, Major Gifts Thank You Letters and More  Thank you times 7 The Heritage Foundation Christie Fogarty  Who do you target? 3:15-4:15 pm Using Your House File to Raise Money Associate Dir. of Membership Programs  Knowing which vehicles to use with your house file The Heritage Foundation Comprehensive Fundraising Training Steven P.J. Wood Building, Arlington, VA

March 4 - 7, 2013 Rick Hendrix How to Design House File & Prospect  The art of a Direct Mail schedule 4:15-5:30pm Founding Partner Mailing Schedules  Scheduling for house files and prospects ClearWord Communications Group

5:30-6:00pm Dinner

TIME TRAINING LECTURE KEY LECTURE POINTS FACULTY / SPEAKER

Thursday, March 7 – Direct Mail

9:00-9:30am Registration and Breakfast

 Organizing your data Rick Hendrix What Does It Mean? Analyzing Your 9:30-11:00am  Analyzing your data Founding Partner Direct Mail Results  Fine-tuning your mailings ClearWord Communications Group

11:00-11:15am Break  Copy Basics Rick Hendrix Using Words Wisely: Writing 11:15-12:00am  Learn to write fast, but edit slowly Founding Partner Successful Letters and Reply Forms  Class exercise ClearWord Communications Group  Checklist for editing Rick Hendrix Turning a Good Letter Into a Great  Tips for copywriting 12:00-12:45pm Founding Partner Letter: Techniques Every Copyeditor  Basic components of a great letter ClearWord Communications Group Should Know  The science of the first line and the P.S.

12:45-1:15pm Lunch

 Point of sale Robert Stuber An Offer They Can’t Refuse: 1:15-2:15pm  Key components of fundraising appeal Director of Development Making a More Powerful Offer  How and why an offer works Americans for Prosperity Comprehensive Fundraising Training Steven P.J. Wood Building, Arlington, VA

March 4 - 7, 2013  Get your package opened Matt Waters Fundamentals of Package Design and  Personalization of the piece 2:15-3:30pm Director of Non-Profit Fundraising Production  Timelines, limitations, and designs – Response America avoiding common mistakes

3:30-3:45pm Break  Choosing a Direct mail firm and vendors Robert Stuber 3:45-4:30pm Seeking Outside Help For Your Direct  Negotiating the contract Director of Development Mail Program  Performing and monitoring Americans for Prosperity

 Importance of being online Angela Struebing 4:30-5:45pm New Media: Integrating New  Creating an effective online environment Vice President, Client Services Technology with Traditional Mail  Techniques to appeal and market new media with The Lukens Company traditional mail 5:45-6:15pm Dinner Tammy Cali Lessons From the Front Lines: Expert 6:15-7:00pm  Useful advice and tips from direct mail experts President and COO Direct Mail Advice Eberle Associates

Name Italicized: Invited, but unconfirmed, faculty.