Leveraging Marketing and Technology to Scale Planned Giving
NCGPC Planned Giving Day 2025
Conference Session – July 17, 2025
Location: Washington College of Law, American University | Washington, DC
In this session at Planned Giving Day 2025, MarketSmart’s Jeff Giannotto and Rails-to-Trails Conservancy’s Jimmy O’Connor will share how nonprofits can grow their planned giving programs—even with tight budgets and small teams.
Attendees will explore how to use marketing automation, donor analytics, and technology-enabled cultivation to scale outreach and build a sustainable pipeline of legacy prospects. The session will focus on actionable strategies that align with limited resources while maximizing long-term fundraising impact.
Key Takeaways:
- Practical ways to launch or expand a planned giving program without major investment
- How to use data and automation to deepen donor engagement
- Real-world examples of lean teams succeeding in planned giving
Speakers:
- Jeff Giannotto, Director of Sales, MarketSmart
- Jimmy O’Connor, Director of Strategic Giving, Rails-to-Trails Conservancy
