Donor-Centered Planned Gift Marketing

ISBN-10: 0470581581

ISBN-13: 9780470581582

Edition: 2011

Authors: Michael J. Rosen
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Book details

Copyright year: 2011
Publisher: John Wiley & Sons, Limited
Publication date: 11/9/2010
Binding: Paperback
Pages: 384
Size: 7.00" wide x 10.00" long x 1.25" tall
Weight: 1.716
Language: English

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
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