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Informationen zum Autor 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 fund-raising 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. Klappentext A fresh step-by-step guide for identifying your nonprofit's planned giving prospects and inspiring them to give generouslyDonor-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 potentialSharing 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. Zusammenfassung * This book will help nonprofit organizations move beyond traditional, passive marketing techniques that have historically yielded only modest results. * Readers will learn about various marketing channels and techniques, as well as how to generate internal support for an enhanced planned gift marketing effort. Inhaltsverzeichnis The 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 Newslett...
