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| The AFP Fund Development Series | |
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| Preface | |
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| Acknowledgments | |
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| Introduction to "Donor-Centered Marketing" Take Care of Donors: A Lesson from Aesop | |
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| Planned Gift Marketing for All Organizations | |
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| Percentage of Americans with a Planned Gift | |
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| Five Common Myths about Planned Giving | |
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| There has Never Been a Better Time | |
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| An Illustration of "Donor-Centered" Fundraising | |
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| Proactive versus Reactive Planned Giving | |
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| Stepping Stones to a Successful Planned Giving Program | |
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| Summary | |
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| Exercises | |
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| Identify Who Makes Planned Gifts | |
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| Everyone is a Planned Gift Prospect | |
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| General Characteristics of Planned Givers | |
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| The Priority-Prospect Equation | |
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| Factors that Impact Ability | |
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| Factors that Impact Propensity | |
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| Factors that Impact Social Capital | |
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| Pros and Cons of Information | |
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| Basic Prospect Data | |
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| Prospect Rating | |
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| Summary | |
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| Exercises | |
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| Identify What Motivates Planned Gift Donors | |
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| Manipulation versus Motivation versus Inspiration | |
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| What People Want | |
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| Demographic Factors Impacting Motivation | |
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| General Individual Motives | |
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| Organizational Factors | |
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| Bequest-specific Motives | |
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| De-motivating Factors | |
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| Summary | |
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| Exercises | |
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| Educate and Cultivate Planned Gift Prospects | |
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| The Need for Education and Cultivation | |
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| Create a Planned Giving Brand Identity | |
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| Fundamental Strategic Approach | |
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| Words Matter | |
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| Keep Messages Meaningful and Memorable | |
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| Existing Materials | |
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| Direct Mail | |
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| Telephone | |
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| Newsletters | |
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| Website | |
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| Email | |
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| Social Networking Technology | |
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| Events | |
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| Face-to-Face Visits | |
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| Advertising | |
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| Summary | |
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| Exercises | |
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| Educate and Cultivate Professional Advisors | |
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| Build Win-Win Relationships with Donor Advisors | |
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| Six Exchanges of Value | |
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| The Planned Giving Advisory Council | |
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| Defining and Evolving Roles | |
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| The Planned Gift Advisory Council and Its Members | |
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| Five Practices for Working with Donor Advisors | |
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| Summary | |
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| Exercises | |
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| The Ask | |
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| Good Things Come to Those Who Ask | |
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| Using Direct Mail to Ask for Gifts | |
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| Using the Telephone to Ask for Gifts | |
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| Meeting Face-to-Face for the Ask | |
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| Different Ask Scenarios When Meeting with a Prospective Donor | |
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| Donors Make Marketing Recommendations | |
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| Summary | |
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| Exercises | |
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| Stewardship | |
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| Stewardship Closes the Circle | |
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| Thank Donors Quickly and Frequently | |
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| Recognize Planned Gift Donors | |
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| Reporting to Donors | |
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| Internal Stewardship | |
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| Summary | |
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| Exercises | |
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| Getting Started | |
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| Is Your Organization Ready? | |
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| Getting Organizational Acceptance | |
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| Case for Support | |
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| Gaining Staff Acceptance | |
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| Building the Marketing Plan | |
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| Evaluating the Marketing Effort | |
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| Summary | |
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| Planned Gift Program Potential Worksheet | |
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| Bequest Confirmation Form | |
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| Sample Internal Case for Donor-Centered Philanthropic Planning | |
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| GPD Academy | |
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| Cost to Raise a Planned Gift Dollar Worksheet | |
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| Notes | |
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| Planned Giving Glossary | |
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| References | |
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| About the Author | |
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| AFP Code of Ethics for Professional Philanthropic Fundraisers | |
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| Donor Bill of Rights | |
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| Partnership for Philanthropic Planning Model Standards | |
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| Index | |