Donor-Centered Planned Gift Marketing

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.

• The AFP Fund Development Series ivForeword xvPreface xxiAcknowledgments xxvii1 Introduction to Donor-Centered Marketing 1Take Care of Donors: A Lesson from Aesop 2Planned Gift Marketing for All Organizations 4Percentage of Americans with a Planned Gift 5Five Common Myths about Planned Giving 9There Has Never Been a Better Time 13An Illustration of Donor-Centered Fundraising 15Proactive versus Reactive Planned Giving 17Stepping Stones to a Successful Planned Giving Program 19Summary 22Exercises 232 Identify Who Makes Planned Gifts 25Everyone Is a Planned Gift Prospect 26General Characteristics of Planned Givers 27The Priority-Prospect Equation 31Factors That Impact Ability 33Factors That Impact Propensity 38Factors That Impact Social Capital 45Pros and Cons of Information 49Basic Prospect Data 50Prospect Rating 52Summary 55Exercises 553 Identify What Motivates Planned Gift Donors 59Manipulation versus Motivation versus Inspiration 60What People Want 61Demographic Factors Impacting Motivation 70General Individual Motives 75Organizational Factors 79Bequest-specific Motives 81Demotivating Factors 84Summary 87Exercises 884 Educate and Cultivate Planned Gift Prospects 89The Need for Education and Cultivation 90Create a Planned Giving Brand Identity 92Fundamental Strategic Approach 95Words Matter 96Keep Messages Meaningful and Memorable 103Existing Materials 109Direct Mail 111Telephone 116Newsletters 120Web Site 126E-mail 134Social Networking Technology 139Events 142Face-to-Face Visits 145Advertising 151Summary 153Exercises 1555 Educate and Cultivate Professional Advisors 157Build Win-Win Relationships with Donor Advisors 158Six Exchanges of Value 161The Planned Giving Advisory Council 169Defining and Evolving Roles 176The Planned Gift Advisory Council and Its Members 177Five Practices for Working with Donor Advisors 180Summary 184Exercises 1846 The Ask 185Good Things Come to Those Who Ask 186Using Direct Mail to Ask for Gifts 187Using the Telephone to Ask for Gifts 192Meeting Face-to-Face for the Ask 200Different Ask Scenarios When Meeting witha Prospective Donor 220Donors Make Marketing Recommendations 229Summary 230Exercises 2317 Stewardship 233Stewardship Closes the Circle 234Thank Donors Quickly and Frequently 237Recognize Planned Gift Donors 240Reporting to Donors 245Internal Stewardship 246Summary 251Exercises 2518 Getting Started 253Is Your Organization Ready? 254Getting Organizational Acceptance 255Case for Support 257Gaining Staff Acceptance 263Building the Marketing Plan 265Evaluating the Marketing Effort 270Summary 274Exercises 275Appendix A Planned Gift Program Potential Worksheet 277Appendix B Bequest Confirmation Form 283Appendix C Sample Internal Case for Donor-Centered Philanthropic Planning: GPD Academy 285Appendix D Cost to Raise a Planned Gift Dollar Worksheet 291Notes 295Glossary 305References 313About the Author 321AFP Code of Ethical Principles and Standards 325A Donor Bill of Rights 327Model Standards of Practice for the Charitable Gift Planner 329Index 331

"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 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.  Donor-Centered Planned Gift Marketing is an indispensible handbook for anyone who wants to achieve planned giving success.”— Robert E. Fogal, PhD, ACFRE, CAP, Minister of Philanthropy, Pennsylvania Southeast Conference of the United Church of Christ“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.”— Tanya Howe Johnson, CAE, President and CEO, Partnership for Philanthropic Planning“Rosen has artfully crafted an insightful, inspirational, and comprehensive road map for discerning planned gift donor engagement.   By using the strategies and stories in Donor-Centered Planned Gift Marketing, 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.”—Margaret May Damen, CFP, CLU, ChFC, CDFA; Founder, The Institute for Women and Wealth, Inc.; coauthor, Women, Wealth and Giving: The Virtuous Legacy of the Boom Generation“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.”— Frank Minton, Senior Advisor, PG Calc; Founder, Planned Giving Services; Past Chair, American Council on Gift Annuities