By Scott C. Stevenson
Initially released via Stevenson, Inc., this useful source assists nonprofit leaders and execs in learning new and higher methods of determining, cultivating, and effectively soliciting extra deliberate presents. as well as actionable counsel and strategies, this source presents examples from different charities and nonprofit companies in addition to invaluable types and brochures.
Important themes lined include:
- Strategies for selling bequests
- Incorporating deliberate giving into capital campaigns
- Developing deliberate giving advertising plans
- Acquiring testimonials
- Identifying deliberate present expectancies
- Planning guidebooks
- Attracting deliberate gifts
- Life assurance gifts
- Residual bequests
- Preserving deliberate reward expectancies
- Prospect management
- Referral forms
- Donor/prospect communication
- Employee giving
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Extra info for 92 Strategies for Marketing Planned Gifts
However, note that the argument is—or at least purports to be—a moral argument. In that sense, we believe that it is best labelled as an ethical approach. Whether or not the Friedman’s position rest on a feasible or desirable argument depends on the defensibility of the specific libertarian background theory and is hence beyond the scope of this article. 2 The Ethical Foundations for CSR 21 With this confounding issue aside, what can we say about the instrumental approach? There are, we believe, two major problems with that line of thought, a practical and a more principled.
For example, a location of a computer company in a community may contribute to the development of programs for IT professionals in local communities. This in turn can improve the firm’s access to human capital in the community. With more access to human capital, the company will be able to expand its operations and generate more business in the local community. More business should, all things being equal, mean more profit. This will translate into more growth, more tax revenue, and more economic growth in the local community.
The benefits of this strategy include creating purchasing incentives and enhancing company and product images. Through cause marketing, companies are able to illustrate that they can, mutually, pursue their profitability goals and meet the needs of the different stakeholders in society. Therefore they are able to demonstrate that they “belong” to society. 5 million to the breast cancer cause through its Breast Cancer Initiative (Yoplait, 2009a). The company donated 10 cents for every “pink lid” that consumers sent to the company as proof of purchase (Yoplait, 2009b).
92 Strategies for Marketing Planned Gifts by Scott C. Stevenson