Donor-Centered Planned Gift Marketing : (AFP Fund Development Series).
H. F. Lenfest
Bok Engelsk 2010 · Electronic books.
| Omfang | 1 online resource (382 pages)
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| Utgave | 1st ed.
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| Opplysninger | Donor-Centered Planned Gift Marketing (AFP Fund Development Series) -- The AFP Fund Development Series -- Contents -- Foreword -- 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 -- Demotivating 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 -- Web Site -- E-mail -- 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 -- Exercises -- Appendix A: Planned Gift Program Potential Worksheet -- Appendix B: Bequest Confirmation Form -- Appendix C: Sample Internal Case for Donor-Centered Philanthropic Planning: GPD Academy -- Appendix D: Cost to Raise a Planned Gift Dollar Worksheet -- Notes -- Glossary -- References -- About the Author -- AFP Code of Ethical Principles and Standards -- A Donor Bill of Rights -- Model Standars of Practice for the Charitable Gift Planner -- Index.. - A fresh step-by-step guide for identifying your nonprofit'splanned giving prospects and inspiring them to give generously Donor-Centered Planned Gift Marketing helps nonprofitorganizations move beyond traditional marketing techniques thathave historically yielded only modest results and reveals howputting the focus on the donor can produce the best outcomes forall. Here, nonprofits new to gift planning will learn to marketeffectively from the start while those with established programswill discover ways to enhance their efforts. You will learn aboutvarious donor-centered marketing channels and techniques, as wellas how to generate internal support for an improved planned giftmarketing effort. Full of useful and proven tips you can implement for immediateresultsOffers practical tools including forms and checklistsIncludes a worksheet to help organizations calculate theirplanned giving potential Sharing the latest research findings, this book shows you how toidentify who your planned giving prospects are. You will learn howto effectively focus on them through meaningful communication thatultimately inspires them to give-and give more.
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| Emner | |
| Sjanger | |
| Dewey | |
| ISBN | 9780470915318
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