How To Get Large Planned Gifts
Last evening, a client called to let us know about a large planned gift they had closed–a $250,000 gift annuity.
It was from from a donor with lifetime giving of $7,200.
Read that again.
A guy who graduated more than 60 years ago, and who averaged $120 in giving per year, funded a $250,000 gift.
- He has no heirs.
- He’s getting little-to-no return on his savings.
- He figured this was his way to make his major gift.
What inspired him do it now?
He received our personalized CGA illustration in the mail.
The full analysis is incomplete, but it’s pretty clear this donor was way off the organization’s planned giving radar. He didn’t fit the target of someone who would consider a large planned gifts. Had he not been included in our highly targeted, personalized direct marketing effort, he may never have stepped forward.
This organization has a mature annuity program, and they’ve had success in the past. However, they struggled with developing and deploying consistent and compelling marketing communications.
Their previous efforts were a combination of ads and postcards produced in-house, and drab, generic and cheaply produced mailers and brochures from the industry’s subject matter experts, but not marketing experts.
Your best prospects may be outside your typical target radius. That’s why it’s so important to partner with a marketing company who can help you find these atypical “gem” donors.
Adding these people to your target list of a well-crafted, thoughtfully designed planned mailing or marketing initiative will likely pay for itself with just one additional planned gift.
We helped this planned giving team expand their campaign and cast a wider net. Their pipeline has never been as full.
So much becomes possible for forward-thinking fundraisers and organizations when they partner with a marketing expert to identify donors.
Want a team of planned giving marketing experts to help fill your call list with qualified leads?
Give us a call at 484-680-7600 or contact us today.
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