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Donor-Centered Planned Gift Marketing: (AFP Fund Development Series) Paperback – October 26, 2010


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Product Details

  • Paperback: 347 pages
  • Publisher: Wiley; 1 edition (October 26, 2010)
  • Language: English
  • ISBN-10: 0470581581
  • ISBN-13: 978-0470581582
  • Product Dimensions: 9.8 x 7.1 x 1.2 inches
  • Shipping Weight: 1.4 pounds (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Best Sellers Rank: #428,293 in Books (See Top 100 in Books)

Editorial Reviews

Review

"Michael's book is the first of its kind to place the emphasis on the planned giving donor right from the start. In marketing our planned giving programs we traditionally focus on promoting the organization, then we spotlight the donors. Jumpstart or enhance your planned giving program with this book and doubt your organization will be in a wonderful position to get the planned gifts it deserves."
— Laura Fredricks, LLC, author of The ASK: How to Ask for Support for Your Nonprofit Cause, Creative Project, or Business Venture.

Donor-Centered Planned Gift Marketing by Michael Rosen is a comprehensive, well-researched and practical guide to the marketing of planned gifts via a donor centered process. The book will be of interest to both those new to planned giving and those seeking to take their program to a higher level.”
—Philip Cubeta, CLU, ChFC, MSFS, CAP, The Sallie B. and William B. Wallace Chair of Philanthropy, At The American College

“Never has there been a better time to talk about planned giving. It is an effective tool for developing resources for an organization and it is a meaningful way to truly engage with one’s donors. This book provides a thorough roadmap for both the nonprofit that needs to start and the nonprofit that needs to expand their efforts in developing an effective, well-planned and successful development effort using planned giving.”
— R. Andrew Swinney, President, The Philadelphia Foundation

Michael Rosen’s Donor-Centered Planned Gift Marketing should become the Bible for anyone seeking to raise money from planned gifts.  His donor-centered approach combined with useful examples and a wealth of practical tips and helpful hints, makes the book a must-have reference for anyone working in gift planning.
—Phyllis Freedman, President, SmartGiving, The Planned Giving Blogger

“Rosen writes with a clarity that displays his depth of knowledge and breadth of experience.  He articulates principles that will benefit everyone from CEOs and chief development officers to experienced gift planners and part-time fund raisers.  Vivid illustrations from colleagues throughout the United States make the concepts very real and practical.  Donor-Centered Planned Gift Marketing is an indispensible handbook for anyone who wants to achieve planned giving success.”
— Robert E. Fogal, PhD, ACFRE, CAP, Minister of Philanthropy, Pennsylvania Southeast Conference of the United Church of Christ

“The number one training topic requested by PPP members is planned gift marketing. Michael Rosen answers that need with a well-organized approach, interesting anecdotes, a reader-friendly writing style, and a wealth of practical information.”
— Tanya Howe Johnson, CAE, President and CEO, Partnership for Philanthropic Planning

“Rosen has artfully crafted an insightful, inspirational, and comprehensive road map for discerning planned gift donor engagement.   By using the strategies and stories in Donor-Centered Planned Gift Marketing, professionals at all levels of proficiency can optimally engage and steward a donor’s passion and purpose for a better world through significant and heart-felt gift planning that will last more than their lifetime.  This is a win-win book for all who care about future generations and vibrant communities.”
—Margaret May Damen, CFP, CLU, ChFC, CDFA; Founder, The Institute for Women and Wealth, Inc.; coauthor, Women, Wealth and Giving: The Virtuous Legacy of the Boom Generation

“This is one of those rare books that delivers more than it promises, and it will appeal to the specialist and generalist alike. It not only makes a case for a new approach to marketing, as the title would suggest, but it is also a practical guide for the entire process of planned giving, easy to understand because of the clear style and numerous examples, and with exercises to implement what is learned.”
— Frank Minton, Senior Advisor, PG Calc; Founder, Planned Giving Services; Past Chair, American Council on Gift Annuities

From the Back Cover

Identify your best planned-giving prospects and inspire them to give more

"This is one of those rare books that delivers more than it promises, and it will appeal to the specialist and generalist alike. It not only makes a case for a new approach to marketing, as the title would suggest, but it is also a practical guide for the entire process of planned giving, easy to understand because of the clear style and numerous examples, and with exercises to implement what is learned."
—Frank Minton, Senior Advisor, PG Calc; founder, Planned Giving Services; Past Chair, American Council on Gift Annuities

"The number one training topic requested by PPP members is planned gift marketing. Michael Rosen answers that need with a well-organized approach, interesting anecdotes, a reader-friendly writing style, and a wealth of practical information."
—Tanya Howe Johnson, CAE, President and CEO, Partnership for Philanthropic Planning

"This is a comprehensive, well-researched and practical guide to the marketing of planned gifts via a donor-centered process. The book will be of interest to both those new to planned giving and those seeking to take their program to a higher level."
—Philip B. Cubeta, CLU, ChFC, MSFS, CAP, The Sallie B. and William B. Wallace Chair of Philanthropy, The American College

"Michael Rosen's Donor-Centered Planned Gift Marketing should become the Bible for anyone seeking to raise money from planned gifts. His donor-centered approach, combined with useful examples and a wealth of practical tips and helpful hints, makes the book a must-have reference for anyone working in gift planning."
—Phyllis Freedman, President, SmartGiving; founder, The Planned Giving Blogger

Want to have happier, more trusting donors who will give more often and more generously than ever before? A must-read for every nonprofit development and marketing professional, Donor-Centered Planned Gift Marketing introduces insightful advice for launching or improving a successful, well-rounded planned gift marketing program. Author and fundraising innovator Michael J. Rosen has drawn a line in the nonprofit sand: put even a few of the ideas in this book to work in your organization and watch your donors give more and your planned giving program grow more.


More About the Author

Michael J. Rosen, CFRE is President of ML Innovations, Inc., a fundraising and marketing consulting firm. Prior to this, Michael co-founded The Development Center, a pioneering direct mail/telephone fundraising company established in 1982 and sold in 1997.

Michael is an alumnus of Temple University where he majored in journalism. He served as the Editor of The Yardley News before transitioning to the development profession.

Michael is author of the bestselling book "Donor-Centered Planned Gift Marketing" (John Wiley & Sons), winner of the 2010-11 AFP-Skystone Prize for Research in Fundraising and Philanthropy. He has also contributed chapters to the book "Membership Development: An Action Plan for Results" (Aspen Publishing) and has written the Foreword to "Effective Telephone Fundraising" (John Wiley & Sons). In addition, his articles have been published in Advancing Philanthropy, AFP Fundline, Donor Developer, Fund Raising Management Magazine, Membership Matters, Nonprofit Nuts & Bolts, The International Journal of Nonprofit and Voluntary Sector Marketing, The Nonprofit Executive, Planned Giving Today, and The Pulse of Planned Giving. He has served as the Contributing Editor to The Taft Group's Donor Developer newsletter. He has been quoted in Association Trends, CASE Currents, The Chronicle of Philanthropy, Inbound/Outbound Magazine, The Nonprofit Times, The Wall Street Journal, and a number of regional newspapers.

In addition to his writing, Michael lectures internationally at a variety of conferences and seminars. He is certified as a Master Trainer by the Association of Fundraising Professionals (AFP), and frequently speaks at AFP conferences internationally and regionally. He is also a regular continuing education faculty member at Villanova University where he teaches fundraising ethics. In addition, Michael has been a lecturer for the Institute of Fundraising (UK), the Association of Zoos and Aquariums, a number of Planned Giving Councils (PPP), the 2009 Partnership for Philanthropic Planning National Conference on Philanthropic Planning, and a number of universities. He has represented AFP in testimony before the Federal Trade Commission.

Michael serves as Immediate Past President of the Partnership for Philanthropic Planning of Greater Philadelphia and as a member of the Editorial Board of the International Journal of Nonprofit and Voluntary Sector Marketing (John Wiley & Sons). He served as Vice President for Ethics Education, Association and Government Relations for the AFP Greater Philadelphia Chapter. He has also served as a member of the Board of Directors of the AFP Foundation and as Board Chair of the AFP Political Action Committee.

Active in the community, Michael serves on the Executive Committee of the Board of the Philadelphia Children's Alliance. He also serves as a member of the Advisory Board of the ARK Theatre of Los Angeles. Michael is a former member of the Board of the Pennsbury Scholarship Foundation, a past president of the Board of the Philadelphia Area Repertory Theatre, a former member of the Jewish Federation of Greater Philadelphia Board of Trustees, and a former member of the Board of the Friends of the Silver Lake Nature Center. He was a founding member of the Philadelphia Direct Marketing Association's Telemarketing Council. Michael has earned the PDMA Circle of Friends Award, and has received special volunteer recognition from the AFP Foundation, Friends of the Silver Lake Nature Center, and Pennsbury Scholarship Foundation. A member of Alpha Lamda Delta Honor Society, he has been listed in Who's Who in the East and Who's Who of Leading American Businessmen.

For more information, visit www.mlinnovations.com

Customer Reviews

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He also provides non-profits with good, strong strategies for launching, marketing, and operating a planned giving program.
Joe Garecht
I would highly recommend it, not only for Planned Giving professionals but for major gift, annual fund and other fundraisers as well.
DTS
Not just for planned giving officers, this book will help anyone in the profession to better understand donor-centered fundraising.
D. C. Dreger

Most Helpful Customer Reviews

3 of 3 people found the following review helpful By Steven P. Miller on April 11, 2011
Format: Paperback
Michael Rosen has provided the world of development with a marvelous gift. His book has tools and perspectives from which one won't benefit in just one reading. I read it in its entirety on the way home from AFP in Chicago. I'm now going back for specific help in planned giving messaging and using it to also help in my planned gift work plan. It will continue to come off the shelf. An excellent resource for everyone who wants to make sure their efforts are donor-centered.
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3 of 3 people found the following review helpful By Bob Mueller on April 8, 2011
Format: Paperback
The unique element about Donor-Centered Planned Gift Marketing is that it is all about the donor. It's a publication that's been needed in the field. I have just entered the world of planned giving full-time after being a fundraising generalist and it has really guided my path. The book addresses the cultivation of both the planned giving prospect and the professional advisors. Often non-profits have a planned giving program. This book tells you how to market it and achieve results.

Bob Mueller
Assistant Vice President of Mission & Stewardship
Hosparus (The Community Hospices of Louisville, Southern Indiana,Central & Southern Kentucky)
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2 of 2 people found the following review helpful By Benjamin Mohler on June 16, 2011
Format: Paperback
If you're like me, the term "planned gift" immediately conjures up visions of accountants, lawyers, and financial planners gathered around a large table stacked to the ceiling with superfluous paperwork situated in a musty building not far from a nursing home.

Morbid? Yes. Accurate? No.

Enter Michael Rosen's book... a resource I wish existed several years ago when I was studying for the Certified Fundraising Executive (CFRE) exam. At the time, Planned Giving Simplified: The Gift, The Giver, and the Gift Planner (AFP/Wiley Fund Development Series) was among the best book on the market (it's still a great survey on the topic). Donor-Centered Planned Gift Marketing: (AFP Fund Development Series) picks up where Robert Sharpe's book leaves off, but brushes off the perceived complexity of planned giving and challenged my stereotype of the topic. I've found it to be a welcomed resource on my bookshelf and I'm sure you will as well.

If you're a donor considering Rosen's book to help inform your own philanthropy I would also like to recommend an essay on endowments located in volume five of ESSAYS ON ECONOMICS AND SOCIETY 2 VOL SET (4 & 5) (Collected Works of John Stuart Mill). I believe you'll find this will challenge your perspective on perpetual gifts. Conversely, I would also like to recommend the chapter titled "The Best Fields for Philanthropy" found in Andrew Carnegie's The Gospel of Wealth Essays and Other Writings (Penguin Classics).
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1 of 1 people found the following review helpful By Angela Beers, CFRE on April 5, 2011
Format: Paperback
So you know the fundamentals of a planned gift, now you can learn how to market planned giving. Michael Rosen gives the reader step by step insights with real world examples and sample tools to get started. This is a must have for your fund-raising library.
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1 of 1 people found the following review helpful By MarketSmart on December 23, 2010
Format: Paperback Verified Purchase
I often raise Michael Rosen's book during meetings with my staff proclaiming, "this is the Bible of planned giving marketing!"

The fact is... I run a strategic marketing firm (mostly direct marketing and lead generation) and we have developed strategies and tactics for some planned giving departments. But we had to develop those strategies on our own.

It wasn't until I found and "devoured" Michael's book that I realized two things:
1- We were indeed doing it right. Michael's research and keen insights coincided with ours.
2- His book was filled with TONS AND TONS of OTHER things we could do to help our clients improve their results.

My hat goes off to Michael Rosen for taking the time to put together the most comprehensive, thoughtful, and well-written book about the subject. Millions and millions of dollars in planned gifts will be "closed" as a result of his hard work and dedication.

Greg Warner
CEO
MarketSmart
[...]
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Format: Paperback
In this book, Michael Rosen presents a great overview of planned giving in an easily accessible format. He also provides non-profits with good, strong strategies for launching, marketing, and operating a planned giving program. Raising money through planned giving is something every non-profit can do, even small and mid-sized organizations. In this book, Michael Rosen shows you how. I highly recommend this book to every non-profit organization that wants to raise more through planned giving!
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