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.

Member Quotes

Kirby GouldSpeaker: Kirby Hughes Gould, Vice-President, Christian Church Foundation

Kirby will lead the group through four donor case studies, where we will interact with each other to answer the following questions:
1. What is unique and distinctive about the donor’s situation?
2.  What solutions can be offered to the donor both personally and financially, and to benefit the charity?
3.  What additional resources need to be secured to assist the donor and the planned giving professional?

Eventbrite - Case Study Discussions on Gift Strategies

PPP Tracks:

  • Core Competencies – Essential knowledge or skills from disciplines related to the field of philanthropic planning.
  • Charitable Estate Planning – Approaches to gifts integrating current or deferred components
  • Gift Design Essentials – Best practices for structuring gifts that benefit both donors and charitable organizations

7:30 am – Registration, continental breakfast, networking
8:00 am – Kirby’s presentation, including Q&A

About Kirby: Kirby Gould has been vice president for the North Central Zone of the Christian Church Foundation since October 1997. The Foundation assists Disciples of Christ churches in the areas of endowments, permanent funds, planned gifts, and bequests.  She serves the regions of Greater Kansas City, Mid America, Upper Midwest, Kansas and Nebraska.  She is also a board member of Partnership For Philanthropic Planning.

Before joining the Foundation, she worked for the National Benevolent Association, primarily as director of Development for the Oklahoma Christian Home in Edmond, OK for 13 years.

Kirby is a native of McPherson, KS, and a graduate of Phillips University in Enid, OK with a bachelor’s degree in music education/music therapy. After graduation she served as Church Admissions Director for the college. In 1999 she was named Outstanding Young Alum by Phillips University.

Kirby is a licensed minister of the Christian Church (Disciples of Christ), a Certified Fund Raising Executive (CFRE) and has received the designation of ChFC (Chartered Financial Consultant), CASL (Certified Advisor for Senior Living), and CAP (Chartered Advisor in Philanthropy). She belongs to the Association of Fundraising Professionals (AFP) and the Partners in Philanthropic Planning (PPP) where she served as President of the local chapter in 2011, and serves on the national board of PPP.

JT Cattle Director of Development, Avila University