Mid-America Planned Giving Council

Helping You Make a Difference


Annual, Major, and Planned Gifts – Allies in Fund Development with Maria Kerford, Regional Director of Planned Giving, Washington University

Do planned gifts and major gifts compete or complement each other?  Institutions that have a fund development model which treats annual, major and deferred gifts as allies rather than competitors are likely to increase their comprehensive fund development results and see stronger collaborative relationships among staff.  This session will discuss ways that annual, major and planned gifts can result in blended gifts which together bring about greater results.

Learn to identify strategies to build collaboration among your fundraising team resulting in larger, more comprehensive gifts, and a better working environment!

Who should attend?  Nonprofit planned giving fundraising teams

Presenter: Maria Kerford, Regional Director | Planned Giving, Washington University in St. Louis

Maria Kerford is regional director of planned giving at Washington University in St. Louis. Her main roles include the cultivation and solicitation of planned gifts from donors, alumni, and friends in support of the university’s ongoing campaign, Leading Together.

Ms. Kerford was previously from St. Louis’ YouthBridge Community Foundation, where she served as a philanthropy advisor and relationship manager. Prior to that, she held the position of director of community outreach and philanthropy at Solutia, creating a national philanthropy program. She began her career in development at the United Way of Greater St. Louis, where she focused on fundraising and spearheaded the creation of a new corporate division.

Ms. Kerford earned a bachelor of arts degree and graduate certificate in nonprofit management from the University of Missouri – St. Louis. She holds her master’s degree in public policy and is currently pursuing a certification in planned giving through the Certified Planned Giving Associate Program.