Donor-Centered Planned Gift Marketing

by Michael J. Rosen


Sharing the latest research findings, this book shows you how to identify who your planned giving prospects are. You will learn how to effectively focus on them through meaningful communication that ultimately inspires them to give – and give more.

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  • Identify who makes planned gifts and assess your organization’s potential for planned giving.
  • Understand planned gift donors’ motivations and how these fuel the author’s recommended approaches.
  • Explore how to educate and cultivate planned gift prospects and professional advisors.
  • Engage in effective asks and stewardship practices.


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About the Author

Michael J. Rosen, CFRE, is president of ML Innovations, Inc., a fundraising and marketing consulting firm in Philadelphia. The firm serves nonprofit organizations and the for-profit companies that work with them. Prior to MLI, Michael cofounded The Development Center, a pioneering direct mail/telephone fundraising company established in 1982 and sold in 1997. Rosen graduated from Temple University with a degree in journalism. He has contributed to several published books and written numerous articles for respected nonprofit publications.

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