Donor-Centered Planned Gift Marketing: (AFP Fund Development Series)
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.
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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Introduction to DonorCentered Marketing 1
Identify Who Makes Planned Gifts 25
Identify What Motivates Planned Gift Donors
Educate and Cultivate Planned Gift Prospects
Educate and Cultivate Professional Advisors
Appendix A Planned Gift Program Potential Worksheet
Appendix B Bequest Conﬁrmation Form
Cost to Raise a Planned Gift Dollar Worksheet
About the Author
A Donor Bill of Rights