The PGT Resource Library

Pursuing Planned Gifts

Valuable Ideas for Effective Marketing

Planned giving officers are engaged in a helping profession — they assist donors in making well-planned charitable gifts. But before the enabling process begins, they must locate a prospective donor who is ready, willing and able to make a planned gift. We refer to this process of discovery as marketing or, in the case of the title of this book, pursuing. The term works well because it suggests action, adventure and persistence. It denotes purpose, movement and direction.

Pursing Planned Gifts is a 60-page collection of 27 articles from the pages of Planned Giving Today. They provide practical ideas for a successful pursuit. Some of the most productive planned giving officers in North America share their marketing experiences and methods. These PGOs know the thrill of "the hunt" and the joy of bringing home a gift. Development officers and planned giving board or committee members can benefit from these stories of wisdom and experience.