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<p>The AFP Fund Development Series iv</p> <p>Foreword xv</p> <p>Preface xxi</p> <p>Acknowledgments xxvii</p> <p><b>1 Introduction to Donor-Centered Marketing 1</b></p> <p>Take Care of Donors: A Lesson from Aesop 2</p> <p>Planned Gift Marketing for All Organizations 4</p> <p>Percentage of Americans with a Planned Gift 5</p> <p>Five Common Myths about Planned Giving 9</p> <p>There Has Never Been a Better Time 13</p> <p>An Illustration of Donor-Centered Fundraising 15</p> <p>Proactive versus Reactive Planned Giving 17</p> <p>Stepping Stones to a Successful Planned Giving Program 19</p> <p>Summary 22</p> <p>Exercises 23</p> <p><b>2 Identify Who Makes Planned Gifts 25</b></p> <p>Everyone Is a Planned Gift Prospect 26</p> <p>General Characteristics of Planned Givers 27</p> <p>The Priority-Prospect Equation 31</p> <p>Factors That Impact Ability 33</p> <p>Factors That Impact Propensity 38</p> <p>Factors That Impact Social Capital 45</p> <p>Pros and Cons of Information 49</p> <p>Basic Prospect Data 50</p> <p>Prospect Rating 52</p> <p>Summary 55</p> <p>Exercises 55</p> <p><b>3 Identify What Motivates Planned Gift Donors 59</b></p> <p>Manipulation versus Motivation versus Inspiration 60</p> <p>What People Want 61</p> <p>Demographic Factors Impacting Motivation 70</p> <p>General Individual Motives 75</p> <p>Organizational Factors 79</p> <p>Bequest-specific Motives 81</p> <p>Demotivating Factors 84</p> <p>Summary 87</p> <p>Exercises 88</p> <p><b>4 Educate and Cultivate Planned Gift Prospects 89</b></p> <p>The Need for Education and Cultivation 90</p> <p>Create a Planned Giving Brand Identity 92</p> <p>Fundamental Strategic Approach 95</p> <p>Words Matter 96</p> <p>Keep Messages Meaningful and Memorable 103</p> <p>Existing Materials 109</p> <p>Direct Mail 111</p> <p>Telephone 116</p> <p>Newsletters 120</p> <p>Web Site 126</p> <p>E-mail 134</p> <p>Social Networking Technology 139</p> <p>Events 142</p> <p>Face-to-Face Visits 145</p> <p>Advertising 151</p> <p>Summary 153</p> <p>Exercises 155</p> <p><b>5 Educate and Cultivate Professional Advisors 157</b></p> <p>Build Win-Win Relationships with Donor Advisors 158</p> <p>Six Exchanges of Value 161</p> <p>The Planned Giving Advisory Council 169</p> <p>Defining and Evolving Roles 176</p> <p>The Planned Gift Advisory Council and Its Members 177</p> <p>Five Practices for Working with Donor Advisors 180</p> <p>Summary 184</p> <p>Exercises 184</p> <p><b>6 The Ask 185</b></p> <p>Good Things Come to Those Who Ask 186</p> <p>Using Direct Mail to Ask for Gifts 187</p> <p>Using the Telephone to Ask for Gifts 192</p> <p>Meeting Face-to-Face for the Ask 200</p> <p>Different Ask Scenarios When Meeting with</p> <p>a Prospective Donor 220</p> <p>Donors Make Marketing Recommendations 229</p> <p>Summary 230</p> <p>Exercises 231</p> <p><b>7 Stewardship 233</b></p> <p>Stewardship Closes the Circle 234</p> <p>Thank Donors Quickly and Frequently 237</p> <p>Recognize Planned Gift Donors 240</p> <p>Reporting to Donors 245</p> <p>Internal Stewardship 246</p> <p>Summary 251</p> <p>Exercises 251</p> <p><b>8 Getting Started 253</b></p> <p>Is Your Organization Ready? 254</p> <p>Getting Organizational Acceptance 255</p> <p>Case for Support 257</p> <p>Gaining Staff Acceptance 263</p> <p>Building the Marketing Plan 265</p> <p>Evaluating the Marketing Effort 270</p> <p>Summary 274</p> <p>Exercises 275</p> <p>Appendix A Planned Gift Program Potential Worksheet 277</p> <p>Appendix B Bequest Confirmation Form 283</p> <p>Appendix C Sample Internal Case for Donor-Centered Philanthropic Planning: GPD Academy 285</p> <p>Appendix D Cost to Raise a Planned Gift Dollar Worksheet 291</p> <p>Notes 295</p> <p>Glossary 305</p> <p>References 313</p> <p>About the Author 321</p> <p>AFP Code of Ethical Principles and Standards 325</p> <p>A Donor Bill of Rights 327</p> <p>Model Standards of Practice for the Charitable Gift Planner 329</p> <p>Index 331</p>

<i>"</i><i>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</i><i>."</i> <br /> — Laura Fredricks, LLC, author of <i>The ASK: How to Ask for Support for Your Nonprofit Cause, Creative Project, or Business Venture</i>. <p>“<i>Donor-Centered Planned Gift Marketing</i> 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.”<br /> —Philip Cubeta, CLU, ChFC, MSFS, CAP, The Sallie B. and William B. Wallace Chair of Philanthropy, At The American College</p> <p>“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.”<br /> — R. Andrew Swinney, President, The Philadelphia Foundation</p> <p>Michael Rosen’s <i>Donor-Centered Planned Gift Marketing</i> 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.<br /> —Phyllis Freedman, President, SmartGiving, The Planned Giving Blogger</p> <p>“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.  <i>Donor-Centered Planned Gift Marketing</i> is an indispensible handbook for anyone who wants to achieve planned giving success.”<br /> — Robert E. Fogal, PhD, ACFRE, CAP, Minister of Philanthropy, Pennsylvania Southeast Conference of the United Church of Christ</p> <p>“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.”<br /> — Tanya Howe Johnson, CAE, President and CEO, Partnership for Philanthropic Planning</p> <p>“Rosen has artfully crafted an insightful, inspirational, and comprehensive road map for discerning planned gift donor engagement.   By using the strategies and stories in <i>Donor-Centered Planned Gift Marketing</i>, 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.”<br /> —Margaret May Damen, CFP, CLU, ChFC, CDFA; Founder, The Institute for Women and Wealth, Inc.; coauthor, <i>Women, Wealth and Giving: The Virtuous Legacy of the Boom Generation</i></p> <p>“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.”<br /> — Frank Minton, Senior Advisor, PG Calc; Founder, Planned Giving Services; Past Chair, American Council on Gift Annuities</p>

<p>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, <i>Donor-Centered Planned Gift Marketing</i> introduces insightful advice for launching or improving a successful, well-rounded planned gift marketing program. Author and fund-raising innovator <b>MICHAEL J. ROSEN</b> 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.

<p><b>IDENTIFY YOUR BEST PLANNED-GIVING PROSPECTS AND INSPIRE THEM TO GIVE MORE</b> <p>"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."</br> <b>—Frank Minton, Senior Advisor, PG Calc; founder, Planned Giving Services; Past Chair, American Council on Gift Annuities</b> <p>"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."</br> <b>—Tanya Howe Johnson, CAE, President and CEO, Partnership for Philanthropic Planning</b> <p>"This 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."</br> <b>—Philip B. Cubeta, CLU, ChFC, MSFS, CAP, The Sallie B. and William B. Wallace Chair of Philanthropy, The American College</b> <p>"Michael Rosen's <i>Donor-Centered Planned Gift Marketing</i> 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."</br> <b>—Phyllis Freedman, President, SmartGiving; founder, The Planned Giving Blogger</b>

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