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Association of Fundraising Professionals: Southern Arizona Chapter

Donor Centered Planned Gift Marketing

This seminar will define what “donor-centered” planned gift marketing is and explain why it is superior to traditional marketing.  Participants will evaluate their organization’s planned giving potential so that they can determine whether or not they are realizing their full potential and, if not, to more easily justify the investment of resources into gift planning efforts. This session will also review the five stages of successful donor-centered planned gift marketing. Participants will learn simple tips for how to identify planned giving prospects; easy to implement ideas to educate and cultivate potential supporters; useful techniques for how to more effectively ask for more gifts in-person, by mail, and even by telephone; and practical tips on how to incorporate good stewardship into the gift development process.  By adopting donor-centered techniques, development professionals will be able to more easily raise more money while making more donors even happier.

At the conclusion of this session, participants will have a better understanding of:

The need to adopt a “donor-centered” orientation rather than rely on traditional marketing;
Know their organization’s bequest giving potential;
Recognize the five-steps of the donor-centered planned gift marketing process;
Identify new tips to put to use that will increase results while making donors happier.

Target Audience:

This seminar is designed for a general audience that has an interest in planned giving.  Some of the tips that will be shared will appeal to seasoned professionals while others will be more appropriate for those new to gift planning.  This seminar will be most appropriate for planned giving professionals and development generalists seeking a broad and general understanding of donor-centered planned gift marketing.

Michael J. Rosen, CFRE is President of ML Innovations, a fundraising and marketing consulting firm.  A direct-response fundraising pioneer, Michael has written the bestselling book Donor-Centered Planned Gift Marketing, for which he won the AFP-Skystone Partners Prize for Research in Fundraising and Philanthropy.  Michael serves as Immediate Past President of the Partnership for Philanthropic Planning of Greater Philadelphia and sits on the Board of the Philadelphia Children’s Alliance and the Advisory Board of the Ark Theatre in Los Angeles.

Members - $10.60 (includes .60 fee)

Non-members - $15.80 (includes .80 fee)