Developing a Proactive Planned Giving Marketing Plan

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Description
Many planned giving officers work for an institution that has an effective annual fund. Learning how to utilize the annual fund as a resource for planned giving donor prospects improves the effectiveness of a planned giving program. Specifically, it helps identify qualified planned giving Donor prospects; increases the number of donor visits for planned giving officers, reduces unproductive time spent on non-qualified prospects, increases the return on investment of the annual fund, and increases donor affinity. This session will discuss identifying planned giving prospects from analyzing annual giving behaviors; using wealth and planned giving scoring models; and using segmentation strategies. Learn how to develop an integrated planned giving marketing plan that will help you increase gift income and improve your overall program performance.
Author Name
Timothy Logan
Source
National Conference on Philanthropic Planning
Publication Year
2006
Topic
Donor Relations
Document Type
Conference Paper
User Target
Getting Oriented
File
NCPG2006_Logan.pdfNCPG2006_Logan.pdfNew description577 KB
Keywords
marketing,Syllabus 2.0,2006 Conference
National Standards for Gift Planning Success
NSGPS 15

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