Description
Book SynopsisA 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
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"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
Table of ContentsThe 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
