International Charitable Organization
$16 Million Annual Increase in Planned Giving Production
CLIENT
Since 1886, the organization has cared for the spiritual and material needs of people throughout the U.S. In embracing the homeless, uplifting the abandoned, training and mentoring the disadvantaged, providing programs for youth or elderly, the organization's promise remains the same ... doing the most good. Today, the organization has more than 9,000 centers and neighborhood units operating across the U.S.
PROBLEM, CHALLENGE, OPPORTUNITY
Experts estimate that at least $41 trillion will be inter-generationally transferred between 1998 and 2052. Thus, for nonprofit organizations of every size, increasing the number of planned giving leads is a critical priority for the first half of the 21st century.
The Planned Giving department at the Eastern Territory of the organization has been charged with not only increasing Planned Giving leads and production, but also uncovering pending bequests to ensure appropriate allocation to the local Corps.
Gabriel Group administers Giving SmartSM analytics to the organization's donor base to append Planned Giving scores - a per-donor gauge of propensity and type for future planned gifts. Gabriel Group created a "Donor Insight" survey package and mailed the appeal to 140,000 organization donors with high Planned Giving scores.
RESULT
The 7% response rate raised $23,000 in immediate gifts. In addition, the program pulled a 2% response rate in Planned Giving leads, resulting in one lead writing $500,000 in CGA's and a $100,000 bequest. This lead generation rate quadruples the industry average "one-half percent" rate. Finally, 172 bequests were "unearthed" in the process.
Since Gabriel Group began working with the organization's Eastern Territory on its integrated marketing plan, the territory has seen an annual increase in Planned Giving production of $16 million.
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