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