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6 of 6 found the following review helpful:
Read this book and double your fundraising income Nov 15, 2007
The one thing wrong with this book is its title, which suggests...oh, I dunno...penguins? But naming miscue aside, this book is brilliant and will hugely reward those who follow its advice.
Driving the argument is original research funded by its publisher, Canada's FLA Group, and Mal Warwick. The research quizzed donors who made frequent small gifts about their charitable bequest intentions -- and discovered an almost-untapped philanthropic bonanza.
Of course, everyone's heard about the huge transfer of wealth that will occur as the generation that birthed the Boomers passes from this earth. Relatively little of that transfer currently ends up in charities' pockets, though. Why? Because the major gifts' strategy pursued by most charities is dead wrong, this book convincingly argues.
If your charity does well with direct mail, you can do very well indeed with charitable bequests, perhaps even doubling your income. I read the book on a two-hour flight. It won't take you long to see if this new way of marketing end-of-life giving is right for you.
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