Donor-Centered Planned Gift Marketing

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