Current gift annuity payout rates are the highest they've been in nearly two decades, which makes the CGA a win win for your charity and your donors. And yet, CGA marketing pieces sometimes fail to receive the attention they deserve. Leading with the dense mechanics of a CGA can make the piece feel like a three-day sourdough starter . . . easy to set aside. This session offers a practical, image-rich playbook for marketing the charitable gift annuity, built from real pieces that have worked (and a few new pieces that are still in the mixer). Drawing on the donor psychology and the neuroimaging research of Dr. Russell James, you will discover why the common cookie-cutter approach of leading with mechanics may not deliver your best return. You'll leave with a fresh batch of ideas ready to pull straight from the oven.

Learning Objectives:

• Identify why mechanics first CGA marketing underperforms, using donor psychology and neuroimaging research to explain the difference between analytical and identity-driven messaging.
• Apply a five principle creative framework (one big number, a visual metaphor tied to identity, interactivity, a single clear call to action, and tone matched to the audience) to their own CGA marketing pieces.
• Evaluate real case studies, including scratch off card campaigns and tone matched email series, to see how one core mechanic can be re-worked for different donor affinities.
• Use a practical checklist to review CGA marketing pieces before they go out the door.

ACGA Members: FREE / ACGA Non-members: $75

•  Space is limited so register early!

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About the Speaker

 
Meryl Cosentino, J.D. 

Assistant Vice President of Gift Planning, 
Trusts & Estates at NYU's Office of Gift Planning

Meryl Cosentino, J.D., is Assistant Vice President of Gift Planning, Trusts & Estates at NYU's Office of Gift Planning, where she handles complex gift instruments, donor outreach, estate administration, and marketing content. She spent nearly six years in Stony Brook University's Advancement department before moving to NYU, and brings deep expertise in gift planning instruments such as bequests, CRTs, CGAs, DAFs, and flip CRUTs, along with trusts and estates law and university advancement operations. She is also a Consulting Partner with MartsandLundy.