Donor-Centered Planned Gift Marketing: (AFP Fund Development Series)

Front Cover
John Wiley & Sons, Nov 29, 2010 - Business & Economics - 384 pages

A fresh step-by-step guide for identifying your nonprofit's planned giving prospects and inspiring them to give generously

Donor-Centered Planned Gift Marketing helps nonprofit organizations move beyond traditional marketing techniques that have historically yielded only modest results and reveals how putting the focus on the donor can produce the best outcomes for all. Here, nonprofits new to gift planning will learn to market effectively from the start while those with established programs will discover ways to enhance their efforts. You will learn about various donor-centered marketing channels and techniques, as well as how to generate internal support for an improved planned gift marketing effort.

  • Full of useful and proven tips you can implement for immediate results
  • Offers practical tools including forms and checklists
  • Includes a worksheet to help organizations calculate their planned giving potential

Sharing the latest research findings, this book shows you how to identify who your planned giving prospects are. You will learn how to effectively focus on them through meaningful communication that ultimately inspires them to give-and give more.

 

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Contents

Introduction to DonorCentered Marketing 1
1
Identify Who Makes Planned Gifts 25
25
Identify What Motivates Planned Gift Donors
59
Educate and Cultivate Planned Gift Prospects
89
Educate and Cultivate Professional Advisors
157
The Ask
185
Stewardship
233
Getting Started
253
Appendix A Planned Gift Program Potential Worksheet
277
Appendix B Bequest Confirmation Form
283
Cost to Raise a Planned Gift Dollar Worksheet
291
Glossary
305
References
313
About the Author
321
A Donor Bill of Rights
327
Copyright

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About the author (2010)

Want to have happier, more trusting donors who will give more often and more generously than ever before? A must-read for every nonprofit development and marketing professional, Donor-Centered Planned Gift Marketing introduces insightful advice for launching or improving a successful, well-rounded planned gift marketing program. Author and fund-raising innovator MICHAEL J. ROSEN has drawn a line in the nonprofit sand: put even a few of the ideas in this book to work in your organization and watch your donors give more and your planned giving program grow more.

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