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



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

Michael J. Rosen

ISBN: 978-0-470-58158-2 October 2010 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.

The AFP Fund Development Series iv

Foreword xv

Preface xxi

Acknowledgments xxvii

1 Introduction to Donor-Centered Marketing 1

Take Care of Donors: A Lesson from Aesop 2

Planned Gift Marketing for All Organizations 4

Percentage of Americans with a Planned Gift 5

Five Common Myths about Planned Giving 9

There Has Never Been a Better Time 13

An Illustration of Donor-Centered Fundraising 15

Proactive versus Reactive Planned Giving 17

Stepping Stones to a Successful Planned Giving Program 19

Summary 22

Exercises 23

2 Identify Who Makes Planned Gifts 25

Everyone Is a Planned Gift Prospect 26

General Characteristics of Planned Givers 27

The Priority-Prospect Equation 31

Factors That Impact Ability 33

Factors That Impact Propensity 38

Factors That Impact Social Capital 45

Pros and Cons of Information 49

Basic Prospect Data 50

Prospect Rating 52

Summary 55

Exercises 55

3 Identify What Motivates Planned Gift Donors 59

Manipulation versus Motivation versus Inspiration 60

What People Want 61

Demographic Factors Impacting Motivation 70

General Individual Motives 75

Organizational Factors 79

Bequest-specific Motives 81

Demotivating Factors 84

Summary 87

Exercises 88

4 Educate and Cultivate Planned Gift Prospects 89

The Need for Education and Cultivation 90

Create a Planned Giving Brand Identity 92

Fundamental Strategic Approach 95

Words Matter 96

Keep Messages Meaningful and Memorable 103

Existing Materials 109

Direct Mail 111

Telephone 116

Newsletters 120

Web Site 126

E-mail 134

Social Networking Technology 139

Events 142

Face-to-Face Visits 145

Advertising 151

Summary 153

Exercises 155

5 Educate and Cultivate Professional Advisors 157

Build Win-Win Relationships with Donor Advisors 158

Six Exchanges of Value 161

The Planned Giving Advisory Council 169

Defining and Evolving Roles 176

The Planned Gift Advisory Council and Its Members 177

Five Practices for Working with Donor Advisors 180

Summary 184

Exercises 184

6 The Ask 185

Good Things Come to Those Who Ask 186

Using Direct Mail to Ask for Gifts 187

Using the Telephone to Ask for Gifts 192

Meeting Face-to-Face for the Ask 200

Different Ask Scenarios When Meeting with

a Prospective Donor 220

Donors Make Marketing Recommendations 229

Summary 230

Exercises 231

7 Stewardship 233

Stewardship Closes the Circle 234

Thank Donors Quickly and Frequently 237

Recognize Planned Gift Donors 240

Reporting to Donors 245

Internal Stewardship 246

Summary 251

Exercises 251

8 Getting Started 253

Is Your Organization Ready? 254

Getting Organizational Acceptance 255

Case for Support 257

Gaining Staff Acceptance 263

Building the Marketing Plan 265

Evaluating the Marketing Effort 270

Summary 274

Exercises 275

Appendix A Planned Gift Program Potential Worksheet 277

Appendix B Bequest Confirmation Form 283

Appendix C Sample Internal Case for Donor-Centered Philanthropic Planning: GPD Academy 285

Appendix D Cost to Raise a Planned Gift Dollar Worksheet 291

Notes 295

Glossary 305

References 313

About the Author 321

AFP Code of Ethical Principles and Standards 325

A Donor Bill of Rights 327

Model Standards of Practice for the Charitable Gift Planner 329

Index 331

"Michael's book is the first of its kind to place the emphasis on the planned giving donor right from the start. In marketing our planned giving programs we traditionally focus on promoting the organization, then we spotlight the donors. Jumpstart or enhance your planned giving program with this book and doubt your organization will be in a wonderful position to get the planned gifts it deserves."
— 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 giving success.”
— 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