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9780470581582

Donor-Centered Planned Gift Marketing

by ;
  • ISBN13:

    9780470581582

  • ISBN10:

    0470581581

  • Edition: 1st
  • Format: Paperback
  • Copyright: 2010-10-26
  • Publisher: Wiley
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Supplemental Materials

What is included with this book?

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.

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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