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.
- 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.
Chapter 1: 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.
Chapter 2: 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.
Chapter 3: Identify What Motivates Planned Gift Donors.
Manipulation versus Motivation versus Inspiration.
What People Want.
Demographic Factors Impacting Motivation.
General Individual Motives.
Chapter 4: Educate and Cultivate Planned Gift Prospects.
The Need for Education and Cultivation.
Create a Planned Giving Brand Identity.
Fundamental Strategic Approach.
Keep Messages Meaningful and Memorable.
Social Networking Technology.
Chapter 5: 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.
Chapter 6: 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.
Chapter 7: Stewardship.
Stewardship Closes the Circle.
Thank Donors Quickly and Frequently.
Recognize Planned Gift Donors.
Reporting to Donors.
Chapter 8: Getting Started.
Is Your Organization Ready?
Getting Organizational Acceptance.
Case for Support.
Gaining Staff Acceptance.
Building the Marketing Plan.
Evaluating the Marketing Effort.
Appendix 1 Planned Gift Program Potential Worksheet.
Appendix 2 Bequest Confirmation Form.
Appendix 3 Sample Internal Case for Donor-Centered Philanthropic Planning.
Appendix 4 Cost to Raise a Planned Gift Dollar Worksheet.
Planned Giving Glossary.
About the Author.
AFP Code of Ethics for Professional Philanthropic Fundraisers.
Donor Bill of Rights.
Partnership for Philanthropic Planning Model Standards.
— Laura Fredricks, LLC, author of The ASK: How to Ask for Support for Your Nonprofit Cause, Creative Project, or Business Venture.
“Donor-Centered Planned Gift Marketing by Michael
Rosen is a comprehensive, well-researched and practical guide to
the marketing of planned gifts via a donor centered process. The
book will be of interest to both those new to planned giving and
those seeking to take their program to a higher level.”
—Philip Cubeta, CLU, ChFC, MSFS, CAP, The Sallie B. and William B. Wallace Chair of Philanthropy, At The American College
“Never has there been a better time to talk about planned
giving. It is an effective tool for developing resources for an
organization and it is a meaningful way to truly engage with
one’s donors. This book provides a thorough roadmap for both
the nonprofit that needs to start and the nonprofit that needs to
expand their efforts in developing an effective, well-planned and
successful development effort using planned giving.”
— R. Andrew Swinney, President, The Philadelphia Foundation
Michael Rosen’s Donor-Centered Planned Gift
Marketing should become the Bible for anyone seeking to raise
money from planned gifts. His donor-centered approach
combined with useful examples and a wealth of practical tips and
helpful hints, makes the book a must-have reference for anyone
working in gift planning.
—Phyllis Freedman, President, SmartGiving, The Planned Giving Blogger
“Rosen writes with a clarity that displays his depth of
knowledge and breadth of experience. He articulates
principles that will benefit everyone from CEOs and chief
development officers to experienced gift planners and part-time
fund raisers. Vivid illustrations from colleagues throughout
the United States make the concepts very real and practical.
Donor-Centered Planned Gift Marketing is an
indispensible handbook for anyone who wants to achieve planned
— Robert E. Fogal, PhD, ACFRE, CAP, Minister of Philanthropy, Pennsylvania Southeast Conference of the United Church of Christ
“The number one training topic requested by PPP members is
planned gift marketing. Michael Rosen answers that need with a
well-organized approach, interesting anecdotes, a reader-friendly
writing style, and a wealth of practical information.”
— Tanya Howe Johnson, CAE, President and CEO, Partnership for Philanthropic Planning
“Rosen has artfully crafted an insightful, inspirational,
and comprehensive road map for discerning planned gift donor
engagement. By using the strategies and stories in
Donor-Centered Planned Gift Marketing, professionals at all
levels of proficiency can optimally engage and steward a
donor’s passion and purpose for a better world through
significant and heart-felt gift planning that will last more than
their lifetime. This is a win-win book for all who care about
future generations and vibrant communities.”
—Margaret May Damen, CFP, CLU, ChFC, CDFA; Founder, The Institute for Women and Wealth, Inc.; coauthor, Women, Wealth and Giving: The Virtuous Legacy of the Boom Generation
“This is one of those rare books that delivers more than
it promises, and it will appeal to the specialist and generalist
alike. It not only makes a case for a new approach to marketing, as
the title would suggest, but it is also a practical guide for the
entire process of planned giving, easy to understand because of the
clear style and numerous examples, and with exercises to implement
what is learned.”
— Frank Minton, Senior Advisor, PG Calc; Founder, Planned Giving Services; Past Chair, American Council on Gift Annuities