Donor-Centered Planned Gift Marketing


book
by J. Michael Rosen. John Wiley & Sons, 2011.

Michael J. Rosen has been called the father of modern planned giving strategy in America. In the secular nonprofit world, he is widely sought after for training and consulting on planned giving. While this comprehensive book is targeted to nonprofit organizations in general and includes some information beneficial to large institutional development departments, it nonetheless offers sound advice and proven strategies that can benefit congregations. The overall theme of the book is teaching organizations to focus on the donor in order to produce the best outcomes for all. Congregations will learn how to identify and inspire potential planned giving donors, as well as how to communicate with them about making a legacy gift to the organization (congregation) they care about. This resource will not assist the congregation in setting up endowment funds or understanding specific planned giving vehicles (wills, trusts, annuities, etc.), but it will help congregations begin solid programs of planned giving or enhance the work they are already doing.

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