Challenge: Lifestage™ Planned Giving
Many non-profits face the same challenge when it comes to planned giving. We know that consistent donors with a long history of support are the most likely to make a planned gift. But how do you focus your resources when there are 100,000 good prospects? How do you invest efficiently to generate the most leads, and deliver interested prospects to limited planned giving staff?
Approach: Tiered Approach to Planned Giving
THD took a tiered approach to planned giving that started with modeling scores to help identify the best prospects for different planned gift products. By applying giving history, wealth capacity and other scores in combination, we identified a manageable pool of donors to receive targeted marketing, and varied the content based on the donor’s LifeStage™ and interests. Within this group the very best planned giving prospects were identified for personal phone calls to build a relationship with THD Ambassadors and introduce planned giving opportunities over time.
Lifestage™ Planned Giving
THD’s experience with Planned Gift donors has highlighted an age-based divide between donors who are still developing and changing their plans, and those who have already made their philanthropic and legacy plans. For donors over 75, the purpose was to identify existing bequest intentions and thank donors for past support. For donors under 75, where data shows there is still an opportunity to educate and affect the donor’s behavior, donors were asked if they had considered a legacy gift and offered an estate planning kit as well as follow up material on specific planned gift products.
Results: Valuable Insights to Drive Strategy
Ambassador calls uncovered:
- Valuable insights which shaped marketing strategy for Planned Giving donors, as well as the core program
- A generational divide between donors age 75+ who related to a legacy version of organization’s mission, and those who were motivated by a new international aid focus of the organization (donors age 50-75)
- Data which directed micro segmenting donors to improve future engagement
Results in First Four Months:
- 76 Planned Gifts uncovered or confirmed
- 64 donors indicated they do not intend to include the organization in their estate planning and could be removed from portfolios
- Five donors requested more information about Planned Gifts