ESTATE PLANNING COUNCIL OF PORTLAND, INC.

Trends in Charitable Giving

As AVP for Gift Planning at OHSU Foundation, Rochelle Makela-Goodman leads a team of fundraisers and implements strategies to secure gifts from estates, life income arrangements, and illiquid/complex assets.

Previously, Rochelle served as Director of Gift Planning at Princeton University, where she transformed the gift planning program, increasing productivity and performance, from revenue raised and donor engagement to rebranding the legacy society and updating counting and crediting policies for planned gifts. At Princeton, Rochelle diversified the advisory committee for gift planning and participated as a volunteer committee member of Latino Princetonians. Rochelle’s creative work designing and implementing a virtual planned giving webinar series earned the Grand Gold Award from CASE.

Rochelle has broad expertise in fundraising, including corporate and foundation relations, and major and principal giving. Prior to joining Princeton in 2014, Rochelle held fundraising positions of increasing responsibility at Lehigh University for 15 years, eventually serving as Assistant Vice President for Leadership Gifts and Assistant Vice President for Campaign for the university. Rochelle also previously served as Director of Corporate and Foundation Relations at her alma mater, Centenary University, from which she earned a Bachelor of Fine Arts degree in Art and Design. A lifelong scholar, Rochelle has pursued advanced studies in public policy at Lehigh University, economics at Moravian College, and financial sciences at the American College of Financial Services.