Donor-Centered Planned Gift Marketing

Michael J. Rosen 지음

Wiley 2010년 11월 29일 출간

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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 resultsOffers practical tools including forms and checklistsIncludes 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.

목차

The AFP Fund Development Series.Preface.Acknowledgments.Chapter 1: Introduction to &"Donor-Centered Marketing&" 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 GivingStepping 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 Gift Donors.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 Gift Prospects.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 Professional Advisors.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.Ex

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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 FoundationMichael 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

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저자(글) Michael J. Rosen