A Strategic Approach to Identifying Planned Giving Prospects image

Our client is an international relief organization with a large potential pool of prospects for planned giving.

A Strategic Approach to Identifying Planned Giving Prospects image

The Challenge:

Many non-profits face a similar situation 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 the best, most interested prospects to limited Planned Giving staff?

Is your Planned Giving team being given the best prospects? We can help.

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The Solution:

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 lifecycle stage 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.

THD’s experience with Planned Gift donors highlighted an age-based divide between donors who are still developing and changing their plans, and those who 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 showed there was 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.

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The Results:

Our Donor Ambassador calls uncovered valuable insights which shaped our marketing strategy for Planned Giving donors, as well as the core program including:

  • A generational divide between donors age 75+ who related to a legacy version of the 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

In the first four months of our effort, 76 Planned Gifts were uncovered or confirmed, 64 donors indicated they did not intend to include the organization in their estate planning and could be removed from portfolios, and 5 donors requested more information about Planned Gifts.