Insights recently sat down with Ron Schatz, a Sharpe Group client and director of mission advancement for Bismark Diocese in Bismark, North Dakota to discuss the secret to their success: consistent planned giving messaging.
Sharpe Insights: How long have you worked for the Bismarck Diocese? What is your planned giving background and other work experience?
Ron Schatz: I have worked for the Bismarck Diocese for 34 years. Before that, I had no experience in planned giving; my background was in sales.
Sharpe Insights: When did you begin working with Sharpe Group?
Ron Schatz: We began collaborating with Sharpe Group in August 2023. I recognized that we needed a high-quality, professional planned giving newsletter to mail to our targeted audience, aiming to maximize and complement our efforts to encourage our parishioners to make estate gifts to their Catholic parish, Catholic school and/or the Bismarck Diocese. After conducting a national search, selecting the Sharpe Group was an easy decision.
Sharpe Insights: How has working with Sharpe’s consultants helped you to grow your planned giving program?
Ron Schatz: The advice I have received has been invaluable in developing and growing our planned giving program. I neither need nor want “canned information,” so the personalized guidance I receive is beneficial.
Sharpe Insights: Tell me about the impact of your newsletter “Forever Giving” and some of the responses you’ve received.
Ron Schatz: After each issue is mailed, I receive several comments from our targeted audience expressing appreciation for one or more articles. Several donors have shared that they take a copy of our newsletter when visiting their advisors, so I know the newsletters are “hitting the spot!” I am happy with the responses and the requests for additional information. This makes our followup with these prospects more meaningful and effective.
Sharpe Insights: What are some important gift planning lessons you’ve learned over time?
Ron Schatz: It is so important to offer your prospects accurate and understandable information. They may not be prepared to take action today, but when they are ready, they will remember the Bismarck Diocese for providing that valuable information.
Sharpe Insights: The North Dakota community is unique in its long-term support of Bismarck Diocese—particularly with older donors making legacy gifts. Do you have a specific strategy for attracting these donors?
Ron Schatz: At the diocesan level, the Sharpe planned giving newsletters provide consistent messaging. That, along with what each of our parishes and Catholic schools is doing to promote and encourage legacy gifts, is an effective educational effort.
Sharpe Insights: How has your approach to planned giving changed? Do you have any advice for a planned giving officer just starting their career?
Ron Schatz: Our approach to planned giving has changed in the consistent marketing we are now implementing. We are being as proactive as possible with our planned giving visits, and our newsletters are enhancing our efforts.
My advice to a planned giving officer just starting their career is to work with a professional consulting firm, such as Sharpe Group. And, if you aren’t already, start promoting legacy giving and be proactive in your approach. ■
Sharpe editor Grant Miller, based in Nashville, Tennessee, is an award-winning writer who works with our clients to create effective print and digital communications. He is a frequent contributor to Sharpe Insights newsletter and host of the Sharpe Insights Podcast.
