How To Set Up Your Bequest Pipeline

Bequests are often one of the most accessible and underdeveloped planned giving opportunities for nonprofit organizations. In this Lunch & Learn, Tom Ahern will walk participants through the essential components of building a bequest pipeline, from identifying likely prospects to using donor-centered messages that make legacy giving feel approachable and meaningful.

This session will focus on practical steps fundraisers can take to introduce bequest conversations, segment communications, craft compelling legacy messages, and nurture long-term donor intent. Participants will learn how to build a sustainable bequest marketing process that honors donor values while strengthening future fundraising capacity.

Tom Ahern is a widely recognized donor communications expert, author, and speaker whose work helps nonprofits write fundraising messages that inspire giving. He specializes in bequest marketing, donor communications evaluations, direct mail, newsletters, and case statements. His books and trainings have influenced fundraisers internationally, with a focus on donor-centered language, emotional connection, and practical communication strategies that increase response.

Full participation in this event is applicable for 1.25 points in Category 1.B -Education of the CFRE International application for initial certification and/or recertification.

As always, bring your own lunch and join us for an afternoon of learning and networking.