By Michael J. Rosen

ISBN-10: 0470581581

ISBN-13: 9780470581582

A clean step by step consultant for making a choice on your nonprofit's deliberate giving clients and encouraging them to provide generouslyDonor-Centered deliberate reward advertising is helping nonprofit organisations movement past conventional advertising and marketing suggestions that experience traditionally yielded merely modest effects and divulges how placing the focal point at the donor can produce the easiest results for all. the following, nonprofits new to reward making plans will discover ways to marketplace successfully from the beginning whereas people with demonstrated courses will learn to improve their efforts. you'll know about a variety of donor-centered advertising channels and strategies, in addition to the best way to generate inner aid for a better deliberate reward advertising attempt. jam-packed with precious and confirmed information you could enforce for fast resultsOffers functional instruments together with kinds and checklistsIncludes a worksheet to aid organisations calculate their deliberate giving potentialSharing the most recent examine findings, this e-book indicates you ways to spot who your deliberate giving customers are. you are going to methods to successfully concentrate on them via significant conversation that eventually conjures up them to give-and supply extra.

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Additional resources for Donor-Centered Planned Gift Marketing: (The AFP Wiley Fund Development Series)

Example text

T here Has Never Been a Better Time There has never been a better time to engage in a planned giving program. The population is aging, donors are more aware of their gift planning options, more individuals have wills, and generations beyond the Boomer have demonstrated they possess philanthropic values. Organizations that have recognized the opportunity and have worked to effectively cultivate and ask for planned gifts have experienced dramatic philanthropic growth in recent decades. As the population gets older and passes on, vast sums of assets will be passed from one generation to the next.

Depending on the type of gift, donors will want to know that they are securing some measure of immortality through the organization’s continued good works. By practicing strong stewardship, development professionals can give donors confidence in this. 5. They give when the time is right for them economically. Donors’ schedules are dictated by their own lifecycles and economic situations. For example, they care much more about the end of their calendar year than they 28 E1C02 09/01/2010 20:49:39 Page 29 General Characteristics of Planned Givers do about an organization’s fiscal year close.

15 IN THE REAL WORLD Get Out from Behind Your Desk! ’’ The presenter initially thought this was a terrific idea. Theater donors often like to think of themselves as true patrons of the arts. The opportunity to interact with the actual performers would be meaningful to many of the theater’s major donors. ’’ The answer was 50. The presenter then suggested that the director of development schedule appointments with the major donors and plan on bringing one of the actors with her. At this suggestion, the director of development exclaimed, ‘‘I don’t have time for that!

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Donor-Centered Planned Gift Marketing: (The AFP Wiley Fund Development Series) by Michael J. Rosen


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