Coming April 2027
Let’s Build Your 7+ Figure Planned Giving Pipeline!
The Planned Giving Lab
You're great at fundraising.
So why is your Planned Giving stuck?
Sure, you’ve tried a few tactics - a webpage, an email. You might have copied what you’ve seen another charity do or hired an agency for a “campaign”.
But after everything, it still feels like you haven’t made real progress - there’s no traction nor growth. It’s stalled and unpredictable. You know you could be raising more and getting more hand-raisers, but you’re not sure what to do next.
Conferences and Workshops Don’t Cut It
You realize you need to invest in yourself and your fundraising team, but the thousands in registration fees and travel costs have stopped making sense. The one to two hour sessions don’t give you what you need to grow your Planned Giving program.
After conferences, you go home feeling inspired and full of energy - but you don’t know what to do next at your charity.
As other urgent priorities come up, the notebooks full of ideas start collecting dust on your desk.
The Great Wealth Transfer is Here
Just ONE average estate gift is $50,000
Many nonprofits who already established their Planned Giving increased their revenue by 30% or more, but it’s not to late to catch up.
Imagine a predictable stream of $500,000 or more every year from estates alone. If you’re fundraising from individuals, it’s possible for your charity. You just need the right expertise to guide your fundraising.
A Planned Giving Director At Your Side
The Planned Giving Lab is a done-with-you program. It's like getting your own Planned Giving Director - teaching you and giving you 1:1 feedback - with the added benefit of a community of peers going through the same journey.
Over 12 months, you’ll create everything you need for a successful Planned Giving program - from your back-end systems, to powerful legacy messages, effective donor conversations, relationship building strategies, and more!
With expert guidance showing you exactly what you need to know and do every step of the way, you can cut the amount of time you need to spend on Planned Giving in half.
No more trial-and-error! No more piecemeal support based only on “what your budget can afford”! This is designed for your unique needs as a mid-sized charity.
Here’s everything that’s included to build a FULL Planned Giving program:
Over 20 hours of video content (in manageable 15-45 minute lessons), self-paced over 12 months.
Workbooks, customizable operating procedures, and templates to get your program running quickly and effectively.
1:1 Feedback on your copy and materials.
Regular 1:1 and group coaching.
A private Slack community to help you stay accountable, share wins, and ask questions outside of your coaching sessions.
Optional AI Coach Tivy (from Practivated, customized to the Planned Giving Lab) to help you improve your donor conversations beyond our coaching calls.
Unlimited “seats” per charity.
Introducing the PLAN(ned Giving) Framework! ©
The proven system to build, launch, and grow your Planned Giving program!
P - Program Architecture This is your infrastructure: the policies, procedures, strategy, technology integration, KPI tracking, and revenue forecasting systems that make Planned Giving sustainable.
L - Legacy Messaging Every program needs inspiring communications (based in donor psychology) shared across ALL your channels. We’ll teach you how to write your own and provide feedback on your copy until it’s “just right”!
A - Acquisition Engine This means identifying your prospects and pledgers - the “hand raisers” that make up a pipeline. We’ll work with you on strategies to get your hand-raisers through 1:1 conversations and simple “campaigns”.
N - Nurture & Stewardship We’ll help you build lasting relationships that turns inquiries into confirmed gifts - then stewards them for life!
The Investment:
The Planned Giving Lab is $850 per month for 12 months, or $9,500 when paid in full.
For roughly the cost of sending two staff members to a conference, your entire fundraising team receives a full year of Planned Giving education, coaching, templates, and personalized feedback - with unlimited seats for your charity.
But unlike a conference, the Lab doesn’t end when everyone goes home. You’ll have ongoing support as you put what you’re learning into practice and build the systems, messaging, pipeline, and donor relationships your program needs to grow.
The Time Investment
The Lab is designed to save you from piecing together a program through trial and error - but you’ll still need to dedicate time to implementation.
We recommend setting aside approximately 16 hours per month, or four hours per week. The program is self-paced, so you can adjust around campaigns, vacations, and other busy periods while continuing to make progress over the year.
If your organization doesn’t have the internal capacity to implement the work, our done-for-you services may be a better fit.
About Your Planned Giving Director
Tess Conrad, CFRE is a fundraiser with over 11 years of experience. She’s the founder of Full Potential Fundraising and holds a Certificate in Fundraising Management from BCIT, and a BFA in Theatre Performance from SFU.
She’s a high-achiever with a passion for Planned Giving - the type of fundraising she believes drives the most meaningful relationships between nonprofits and their supporters. Her Planned Giving fundraising has brought in $300,000 to $2 million in future revenue for new and existing Planned Giving programs at mid-sized organizations.
She’s also proud to be Paul Nazareth’s successor in Planned Giving education.
FAQ
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The Planned Giving Lab is designed to serve charities in any sector in the USA and Canada. It’s best for mid-sized charities that don’t have a Planned Giving expert on staff to guide their program. You should already have a strong individual giving program with at least 250 loyal donors.
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The time you need will vary depending on your skills and goals, but we recommend a minimum of 16 hours per month, or 4 hours per week. This is a self-paced program, so you can design your schedule in a way that works for you.
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Sign up for the waitlist and we’ll be in touch!
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Book a call at this link! We’ll discuss your needs and see if it’s a fit.
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April 5 2027. Get on the waitlist so you don’t miss out! The following intake won’t be until January 2028.
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We offer a 30-day love-it-or-leave-it guarantee. If you don’t love The Planned Giving Lab in the first 30 days, you can leave the program. You’ll have no further payment obligation beyond the first month’s fee and no questions asked.
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Most Planned Giving workshops and conferences aren’t longer than one week, and provide piecemeal sessions. This is a 12-month comprehensive done-with-you program. The education sessions build on each other as you learn everything you need to grow your program. It’s also practical support to get the work done - you get templates, 1:1 feedback, and coaching.
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Planned Giving is a team sport! That’s why we offer unlimited seats per charity. However, this applies to single charities, not federations. If the organizations have separate EIN or registered charity numbers, they must purchase their own registration.