Rosen Donor-Centered Planned Gift Marketing

(AFP Fund Development Series)
1. Auflage 2010
ISBN: 978-0-470-91533-2
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 384 Seiten, E-Book

Reihe: The AFP/Wiley Fund Development Series

A fresh step-by-step guide for identifying your nonprofit'splanned giving prospects and inspiring them to give generously
Donor-Centered Planned Gift Marketing helps nonprofitorganizations move beyond traditional marketing techniques thathave historically yielded only modest results and reveals howputting the focus on the donor can produce the best outcomes forall. Here, nonprofits new to gift planning will learn to marketeffectively from the start while those with established programswill discover ways to enhance their efforts. You will learn aboutvarious donor-centered marketing channels and techniques, as wellas how to generate internal support for an improved planned giftmarketing effort.
* Full of useful and proven tips you can implement for immediateresults
* Offers practical tools including forms and checklists
* Includes a worksheet to help organizations calculate theirplanned giving potential
Sharing the latest research findings, this book shows you how toidentify who your planned giving prospects are. You will learn howto effectively focus on them through meaningful communication thatultimately inspires them to give-and give more.

Autoren/Hrsg.

Rosen, Michael J.

Inhaltsverzeichnis

The AFP Fund Development Series.
Preface.
Acknowledgments.
Chapter 1: Introduction to "Donor-CenteredMarketing" 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.
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.
Prospect Rating.
Summary.
Exercises.
Chapter 3: Identify What Motivates Planned GiftDonors.
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.
Chapter 4: Educate and Cultivate Planned GiftProspects.
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.
Chapter 5: Educate and Cultivate ProfessionalAdvisors.
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.
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 ProspectiveDonor.
Donors Make Marketing Recommendations.
Summary.
Exercises.
Chapter 7: Stewardship.
Stewardship Closes the Circle.
Thank Donors Quickly and Frequently.
Recognize Planned Gift Donors.
Reporting to Donors.
Internal Stewardship.
Summary.
Exercises.
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.
Summary.
Appendix 1 Planned Gift Program Potential Worksheet.
Appendix 2 Bequest Confirmation Form.
Appendix 3 Sample Internal Case for Donor-Centered PhilanthropicPlanning.
GPD Academy.
Appendix 4 Cost to Raise a Planned Gift Dollar Worksheet.
Notes.
Planned Giving Glossary.
References.
About the Author.
AFP Code of Ethics for Professional PhilanthropicFundraisers.
Donor Bill of Rights.
Partnership for Philanthropic Planning Model Standards.
Index.

Über Autor(innen)

Want to have happier, more trusting donors who will give more often and more generously than ever before? A must-read for every nonprofit development and marketing professional, Donor-Centered Planned Gift Marketing introduces insightful advice for launching or improving a successful, well-rounded planned gift marketing program. Author and fundraising innovator MICHAEL J. ROSEN has drawn a line in the nonprofit sand: put even a few of the ideas in this book to work in your organization and watch your donors give more and your planned giving program grow more.