- Paperback: 384 pages
- Publisher: Wiley; 1 edition (October 26, 2010)
- Language: English
- ISBN-10: 0470581581
- ISBN-13: 978-0470581582
- Product Dimensions: 7 x 1 x 10 inches
- Shipping Weight: 1.4 pounds (View shipping rates and policies)
- Average Customer Review: 12 customer reviews
- Amazon Best Sellers Rank: #480,826 in Books (See Top 100 in Books)
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Donor-Centered Planned Gift Marketing: (AFP Fund Development Series) 1st Edition
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"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
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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.
Accolades for a well written book that needs to be on the shelves of all Planned Gift Officer's.
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).
After only a perusing a few pages of Rosen's book, I had an "ooooooohhhh" moment where something that made no sense finally clicks. I stumbled upon a section of the book where he covers 5 common myths about planned-giving, the first one being "Planned-giving is very difficult". Apparently, it is not quite so difficult, and despite its more technical and challenging parts, this book makes you feel more comfortable with the idea of pursuing planned gifts. What makes this book different from most books on planned-giving is that it focuses on the relationship you, as a development officer, has, or should have, with a donor. The donor-centered approach really teaches you to focus on a donor as an individual with specific needs, desires, and culture rather than a dollar sign.
The book is well organized and comprehensive, the language is not stifling and technical so it's easy to follow (and not doze off). I especially liked the glossary because certain terms, like bequests, have multiple entries to take you through different steps or show you different perspectives of what certain concepts and practices entail. Also helpful are the real-life examples, and the exercises which force you to think differently about your organization and your work. Over all a definitely useful tool for beginners and professionals.