By Grant Miller
Jim Ray is senior director of gift planning for International Fellowship of Christians and Jews (IFCJ). Growing up as the son of missionaries, he had the opportunity to see firsthand, while living abroad, the impact and power of others’ generosity. He is a graduate of Tennessee Temple University (now Carolina University) and is a certified fund raising executive. Jim and his wife, Stacey, live near Nashville, Tennessee. They have two adult children and a grandchild.
Sharpe Insights: How long have you worked for IFCJ? What is your fundraising background and other work experience?
Jim: I’ve had a diverse career in fundraising, working for a small ministry, a public university, a large health care system and a national disaster relief charity. I am now in my 17th year at the International Fellowship of Christians and Jews (IFCJ), commonly known as “The Fellowship.” We offer humanitarian care and life-saving aid to Jewish people worldwide. I am grateful to be part of an organization with such generous donors and strong leadership. It’s truly a great place to work, as shown by my long tenure here.
Sharpe Insights: When did you begin working with Joe Chickey and Sharpe Group?
Jim: We first engaged Joe and Sharpe Group in 2020 to conduct a comprehensive assessment of our planned giving program. However, my connection with Sharpe dates back to 1999, when I studied under Robert Sharpe Sr. at the National Planned Giving Institute. As someone new to the nonprofit world, I was deeply influenced by his wisdom and compassion—he helped spark my passion for gift planning.
Sharpe Insights: What were some of the most valuable takeaways from Joe’s initial planned giving assessment?
Jim: The assessment has served as a foundational guidebook for our program. It was highly detailed and highlighted our strengths and areas that needed improvement. Five years later, we still frequently refer to it. Most valuable were the specific revenue projections linked to staffing and marketing investments. These provided us with the clarity and confidence to grow our team and budget. The results—both in revenue and pledges—have closely aligned with Joe’s projections.
Sharpe Insights: What value have you found in the ongoing consulting relationship?
Jim: Joe keeps us updated with evolving tools, techniques and marketing strategies. He knows what’s effective in the field and what’s not. His advice has not only guided us in making the right choices for our program but also helped us avoid costly mistakes.
Sharpe Insights: Can you provide examples of practices you’ve implemented in your planned giving marketing?
Jim: We adhere to a disciplined marketing calendar to ensure that planned giving messages are sent out on a monthly basis. Our strategy is anchored in a planned giving newsletter, supported by receipt inserts, articles in our general publications, email campaigns, Facebook promotions and targeted appeal letters. We want to maintain a consistent presence so that when a donor is ready to make a legacy decision, we’re top of mind.
Sharpe Insights: What are some short-term strategies for achieving your long-term goals?
Jim: Consistent donor engagement is essential. Estate planning often occurs due to unpredictable life events. That’s why staying involved in a donor’s life year-round is so important. Sharpe has helped us understand the value of this long-term strategy and has provided us with the framework to execute it successfully.
Sharpe Insights: How has your approach to planned giving changed?
Jim: Earlier in my career, I felt the pressure to be a technical expert on every type of gift. But over time, I realized that the most important asset isn’t technical mastery—it’s relationships. I’m fortunate to be part of a team with diverse skills, and Joe is always just a call away for guidance on complex gift plans. That support system has freed me to focus on what matters most: meaningful connections with donors. One donor recently told one of our field reps, “I give to a lot of charities. But you’re the only one who has ever visited me.” That kind of relationship is an accurate indicator of future success.
Sharpe Insights: Anything else you’d like to mention?
Jim: We’re fortunate to have strong institutional support at The Fellowship, but that’s not always the case across the sector. Planned giving can be misunderstood—even within philanthropy—which can lead to unrealistic expectations or underinvestment. One of the great benefits of working with Sharpe Group is its impeccable reputation. When you need an advocate for your program, having a trusted and respected partner is invaluable. ■
Grant Miller is an award-winning writer and editor for Sharpe Group, Sharpe Insights newsletter and blog contributor and host of the new Sharpe Insights Podcast. He works closely with Sharpe clients to create compelling donor interviews for their newsletters. Connect with Grant via LinkedIn.
