Donor-Centered Planned Gift Marketing

by Rosen, Michael J.; Lenfest, H. F.

• ISBN13: 9780470581582
• ISBN10: 0470581581
• Edition: 1st
• Format: Paperback
• Copyright: 2010-10-26
• Publisher: Wiley

Summary

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

Author Biography

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.

Table of Contents

The AFP Fund Development Series

Preface

Acknowledgments

Introduction to "Donor-Centered Marketing" Take Care of Donors: A Lesson from Aesop

Planned Gift Marketing for All Organizations

Percentage of Americans with a Planned Gift

Five Common Myths about Planned Giving

There has Never Been a Better Time

An Illustration of "Donor-Centered" Fundraising

Proactive versus Reactive Planned Giving

Stepping Stones to a Successful Planned Giving Program

Summary

Exercises

Identify Who Makes Planned Gifts

Everyone is a Planned Gift Prospect

General Characteristics of Planned Givers

The Priority-Prospect Equation

Factors that Impact Ability

Factors that Impact Propensity

Factors that Impact Social Capital

Pros and Cons of Information

Basic Prospect Data

Prospect Rating

Summary

Exercises

Identify What Motivates Planned Gift Donors

Manipulation versus Motivation versus Inspiration

What People Want

Demographic Factors Impacting Motivation

General Individual Motives

Organizational Factors

Bequest-specific Motives

De-motivating Factors

Summary

Exercises

Educate and Cultivate Planned Gift Prospects

The Need for Education and Cultivation

Create a Planned Giving Brand Identity

Fundamental Strategic Approach

Words Matter

Keep Messages Meaningful and Memorable

Existing Materials

Direct Mail

Telephone

Newsletters

Website

Email

Social Networking Technology

Events

Face-to-Face Visits

Advertising

Summary

Exercises

Educate and Cultivate Professional Advisors

Build Win-Win Relationships with Donor Advisors

Six Exchanges of Value

The Planned Giving Advisory Council

Defining and Evolving Roles

The Planned Gift Advisory Council and Its Members

Five Practices for Working with Donor Advisors

Summary

Exercises

The Ask

Good Things Come to Those Who Ask

Using Direct Mail to Ask for Gifts

Using the Telephone to Ask for Gifts

Meeting Face-to-Face for the Ask

Different Ask Scenarios When Meeting with a Prospective Donor

Donors Make Marketing Recommendations

Summary

Exercises

Stewardship

Stewardship Closes the Circle

Thank Donors Quickly and Frequently

Recognize Planned Gift Donors

Reporting to Donors

Internal Stewardship

Summary

Exercises

Getting Started

Is Your Organization Ready?

Getting Organizational Acceptance

Case for Support

Gaining Staff Acceptance

Building the Marketing Plan

Evaluating the Marketing Effort

Summary

Planned Gift Program Potential Worksheet

Bequest Confirmation Form

Sample Internal Case for Donor-Centered Philanthropic Planning

GPD Academy

Cost to Raise a Planned Gift Dollar Worksheet

Notes

Planned Giving Glossary

References

About the Author

AFP Code of Ethics for Professional Philanthropic Fundraisers

Donor Bill of Rights

Partnership for Philanthropic Planning Model Standards

Index

Table of Contents provided by Publisher. All Rights Reserved.