Donor-Centered Planned Gift Marketing Book

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 Scenarios When Meeting with a Prospective Donor.

Donors Make Marketing Recommendations.

Summary.

Exercises.

Chapter 7: Stewardship.

Stewardship Closes the Circle.

Thank Donors Quickly and Frequently.

Recognize Planned Gift Donors.

Reporting to Donors.

Internal Stewardship.

Summary.

Exercises.

Chapter 8: Getting Started.

Is Your Organization Ready?

Getting Organizational Acceptance.

Case for Support.

Gaining Staff Acceptance.

Building the Marketing Plan.

Evaluating the Marketing Effort.

Summary.

Appendix 1 Planned Gift Program Potential Worksheet.

Appendix 2 Bequest Confirmation Form.

Appendix 3 Sample Internal Case for Donor-Centered Philanthropic Planning.

GPD Academy.

Appendix 4 Cost to Raise a Planned Gift Dollar Worksheet.

Notes.

Planned Giving Glossary.

References.

About the Author.

AFP Code of Ethics for Professional Philanthropic Fundraisers.

Donor Bill of Rights.

Partnership for Philanthropic Planning Model Standards.

Index.