Donor-Centered Planned Gift Marketing / The AFP/Wiley Fund Development Series (PDF)

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 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 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. 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

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.

Dieses eBook können Sie uneingeschränkt auf allen Geräten der tolino Familie lesen. Zum Lesen auf sonstigen eReadern und am PC benötigen Sie eine Adobe ID.