{"product_id":"donor-centered-planned-gift-marketing-isbn-9780470581582","title":"Donor-Centered Planned Gift Marketing","description":"\u003cp\u003eA fresh step-by-step guide for identifying your nonprofit's planned giving prospects and inspiring them to give generously\u003c\/p\u003e \u003cp\u003e\u003ci\u003eDonor-Centered Planned Gift Marketing\u003c\/i\u003e 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eFull of useful and proven tips you can implement for immediate results\u003c\/li\u003e \u003cli\u003eOffers practical tools including forms and checklists\u003c\/li\u003e \u003cli\u003eIncludes a worksheet to help organizations calculate their planned giving potential\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eSharing 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.\u003c\/p\u003e \u003cp\u003eThe AFP Fund Development Series iv\u003c\/p\u003e \u003cp\u003eForeword xv\u003c\/p\u003e \u003cp\u003ePreface xxi\u003c\/p\u003e \u003cp\u003eAcknowledgments xxvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Introduction to Donor-Centered Marketing 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTake Care of Donors: A Lesson from Aesop 2\u003c\/p\u003e \u003cp\u003ePlanned Gift Marketing for All Organizations 4\u003c\/p\u003e \u003cp\u003ePercentage of Americans with a Planned Gift 5\u003c\/p\u003e \u003cp\u003eFive Common Myths about Planned Giving 9\u003c\/p\u003e \u003cp\u003eThere Has Never Been a Better Time 13\u003c\/p\u003e \u003cp\u003eAn Illustration of Donor-Centered Fundraising 15\u003c\/p\u003e \u003cp\u003eProactive versus Reactive Planned Giving 17\u003c\/p\u003e \u003cp\u003eStepping Stones to a Successful Planned Giving Program 19\u003c\/p\u003e \u003cp\u003eSummary 22\u003c\/p\u003e \u003cp\u003eExercises 23\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Identify Who Makes Planned Gifts 25\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEveryone Is a Planned Gift Prospect 26\u003c\/p\u003e \u003cp\u003eGeneral Characteristics of Planned Givers 27\u003c\/p\u003e \u003cp\u003eThe Priority-Prospect Equation 31\u003c\/p\u003e \u003cp\u003eFactors That Impact Ability 33\u003c\/p\u003e \u003cp\u003eFactors That Impact Propensity 38\u003c\/p\u003e \u003cp\u003eFactors That Impact Social Capital 45\u003c\/p\u003e \u003cp\u003ePros and Cons of Information 49\u003c\/p\u003e \u003cp\u003eBasic Prospect Data 50\u003c\/p\u003e \u003cp\u003eProspect Rating 52\u003c\/p\u003e \u003cp\u003eSummary 55\u003c\/p\u003e \u003cp\u003eExercises 55\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Identify What Motivates Planned Gift Donors 59\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eManipulation versus Motivation versus Inspiration 60\u003c\/p\u003e \u003cp\u003eWhat People Want 61\u003c\/p\u003e \u003cp\u003eDemographic Factors Impacting Motivation 70\u003c\/p\u003e \u003cp\u003eGeneral Individual Motives 75\u003c\/p\u003e \u003cp\u003eOrganizational Factors 79\u003c\/p\u003e \u003cp\u003eBequest-specific Motives 81\u003c\/p\u003e \u003cp\u003eDemotivating Factors 84\u003c\/p\u003e \u003cp\u003eSummary 87\u003c\/p\u003e \u003cp\u003eExercises 88\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Educate and Cultivate Planned Gift Prospects 89\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Need for Education and Cultivation 90\u003c\/p\u003e \u003cp\u003eCreate a Planned Giving Brand Identity 92\u003c\/p\u003e \u003cp\u003eFundamental Strategic Approach 95\u003c\/p\u003e \u003cp\u003eWords Matter 96\u003c\/p\u003e \u003cp\u003eKeep Messages Meaningful and Memorable 103\u003c\/p\u003e \u003cp\u003eExisting Materials 109\u003c\/p\u003e \u003cp\u003eDirect Mail 111\u003c\/p\u003e \u003cp\u003eTelephone 116\u003c\/p\u003e \u003cp\u003eNewsletters 120\u003c\/p\u003e \u003cp\u003eWeb Site 126\u003c\/p\u003e \u003cp\u003eE-mail 134\u003c\/p\u003e \u003cp\u003eSocial Networking Technology 139\u003c\/p\u003e \u003cp\u003eEvents 142\u003c\/p\u003e \u003cp\u003eFace-to-Face Visits 145\u003c\/p\u003e \u003cp\u003eAdvertising 151\u003c\/p\u003e \u003cp\u003eSummary 153\u003c\/p\u003e \u003cp\u003eExercises 155\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Educate and Cultivate Professional Advisors 157\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuild Win-Win Relationships with Donor Advisors 158\u003c\/p\u003e \u003cp\u003eSix Exchanges of Value 161\u003c\/p\u003e \u003cp\u003eThe Planned Giving Advisory Council 169\u003c\/p\u003e \u003cp\u003eDefining and Evolving Roles 176\u003c\/p\u003e \u003cp\u003eThe Planned Gift Advisory Council and Its Members 177\u003c\/p\u003e \u003cp\u003eFive Practices for Working with Donor Advisors 180\u003c\/p\u003e \u003cp\u003eSummary 184\u003c\/p\u003e \u003cp\u003eExercises 184\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 The Ask 185\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGood Things Come to Those Who Ask 186\u003c\/p\u003e \u003cp\u003eUsing Direct Mail to Ask for Gifts 187\u003c\/p\u003e \u003cp\u003eUsing the Telephone to Ask for Gifts 192\u003c\/p\u003e \u003cp\u003eMeeting Face-to-Face for the Ask 200\u003c\/p\u003e \u003cp\u003eDifferent Ask Scenarios When Meeting with\u003c\/p\u003e \u003cp\u003ea Prospective Donor 220\u003c\/p\u003e \u003cp\u003eDonors Make Marketing Recommendations 229\u003c\/p\u003e \u003cp\u003eSummary 230\u003c\/p\u003e \u003cp\u003eExercises 231\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Stewardship 233\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStewardship Closes the Circle 234\u003c\/p\u003e \u003cp\u003eThank Donors Quickly and Frequently 237\u003c\/p\u003e \u003cp\u003eRecognize Planned Gift Donors 240\u003c\/p\u003e \u003cp\u003eReporting to Donors 245\u003c\/p\u003e \u003cp\u003eInternal Stewardship 246\u003c\/p\u003e \u003cp\u003eSummary 251\u003c\/p\u003e \u003cp\u003eExercises 251\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Getting Started 253\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIs Your Organization Ready? 254\u003c\/p\u003e \u003cp\u003eGetting Organizational Acceptance 255\u003c\/p\u003e \u003cp\u003eCase for Support 257\u003c\/p\u003e \u003cp\u003eGaining Staff Acceptance 263\u003c\/p\u003e \u003cp\u003eBuilding the Marketing Plan 265\u003c\/p\u003e \u003cp\u003eEvaluating the Marketing Effort 270\u003c\/p\u003e \u003cp\u003eSummary 274\u003c\/p\u003e \u003cp\u003eExercises 275\u003c\/p\u003e \u003cp\u003eAppendix A Planned Gift Program Potential Worksheet 277\u003c\/p\u003e \u003cp\u003eAppendix B Bequest Confirmation Form 283\u003c\/p\u003e \u003cp\u003eAppendix C Sample Internal Case for Donor-Centered Philanthropic Planning: GPD Academy 285\u003c\/p\u003e \u003cp\u003eAppendix D Cost to Raise a Planned Gift Dollar Worksheet 291\u003c\/p\u003e \u003cp\u003eNotes 295\u003c\/p\u003e \u003cp\u003eGlossary 305\u003c\/p\u003e \u003cp\u003eReferences 313\u003c\/p\u003e \u003cp\u003eAbout the Author 321\u003c\/p\u003e \u003cp\u003eAFP Code of Ethical Principles and Standards 325\u003c\/p\u003e \u003cp\u003eA Donor Bill of Rights 327\u003c\/p\u003e \u003cp\u003eModel Standards of Practice for the Charitable Gift Planner 329\u003c\/p\u003e \u003cp\u003eIndex 331\u003c\/p\u003e  \u003ci\u003e\"\u003c\/i\u003e\u003ci\u003eMichael'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\u003c\/i\u003e\u003ci\u003e.\"\u003c\/i\u003e \u003cbr\u003e — Laura Fredricks, LLC, author of \u003ci\u003eThe ASK: How to Ask for Support for Your Nonprofit Cause, Creative Project, or Business Venture\u003c\/i\u003e.  \u003cp\u003e“\u003ci\u003eDonor-Centered Planned Gift Marketing\u003c\/i\u003e 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.”\u003cbr\u003e —Philip Cubeta, CLU, ChFC, MSFS, CAP, The Sallie B. and William B. Wallace Chair of Philanthropy, At The American College\u003c\/p\u003e \u003cp\u003e“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.”\u003cbr\u003e — R. Andrew Swinney, President, The Philadelphia Foundation\u003c\/p\u003e \u003cp\u003eMichael Rosen’s \u003ci\u003eDonor-Centered Planned Gift Marketing\u003c\/i\u003e 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.\u003cbr\u003e —Phyllis Freedman, President, SmartGiving, The Planned Giving Blogger\u003c\/p\u003e \u003cp\u003e“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.  \u003ci\u003eDonor-Centered Planned Gift Marketing\u003c\/i\u003e is an indispensible handbook for anyone who wants to achieve planned giving success.”\u003cbr\u003e — Robert E. Fogal, PhD, ACFRE, CAP, Minister of Philanthropy, Pennsylvania Southeast Conference of the United Church of Christ\u003c\/p\u003e \u003cp\u003e“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.”\u003cbr\u003e — Tanya Howe Johnson, CAE, President and CEO, Partnership for Philanthropic Planning\u003c\/p\u003e \u003cp\u003e“Rosen has artfully crafted an insightful, inspirational, and comprehensive road map for discerning planned gift donor engagement.   By using the strategies and stories in \u003ci\u003eDonor-Centered Planned Gift Marketing\u003c\/i\u003e, 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.”\u003cbr\u003e —Margaret May Damen, CFP, CLU, ChFC, CDFA; Founder, The Institute for Women and Wealth, Inc.; coauthor, \u003ci\u003eWomen, Wealth and Giving: The Virtuous Legacy of the Boom Generation\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e“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.”\u003cbr\u003e — Frank Minton, Senior Advisor, PG Calc; Founder, Planned Giving Services; Past Chair, American Council on Gift Annuities\u003c\/p\u003e   \u003cp\u003eWant 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, \u003ci\u003eDonor-Centered Planned Gift Marketing\u003c\/i\u003e introduces insightful advice for launching or improving a successful, well-rounded planned gift marketing program. Author and fund-raising innovator \u003cb\u003eMICHAEL J. ROSEN\u003c\/b\u003e 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.       \u003c\/p\u003e\u003cp\u003e\u003cb\u003eIDENTIFY YOUR BEST PLANNED-GIVING PROSPECTS AND INSPIRE THEM TO GIVE MORE\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003e\"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.\" \u003cb\u003e—Frank Minton, Senior Advisor, PG Calc; founder, Planned Giving Services; Past Chair, American Council on Gift Annuities\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\"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.\" \u003cb\u003e—Tanya Howe Johnson, CAE, President and CEO, Partnership for Philanthropic Planning\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\"This 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.\" \u003cb\u003e—Philip B. Cubeta, CLU, ChFC, MSFS, CAP, The Sallie B. and William B. Wallace Chair of Philanthropy, The American College\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\"Michael Rosen's \u003ci\u003eDonor-Centered Planned Gift Marketing\u003c\/i\u003e 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.\" \u003cb\u003e—Phyllis Freedman, President, SmartGiving; founder, The Planned Giving Blogger\u003c\/b\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989083046117,"sku":"NP9780470581582","price":52.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470581582.jpg?v=1761782724","url":"https:\/\/k12savings.com\/products\/donor-centered-planned-gift-marketing-isbn-9780470581582","provider":"K12savings","version":"1.0","type":"link"}