Why do organizations in the UK, Canada, and Australia raise more money with bequests than we do in the US?
Fundraising expert Tom Ahern believes that the answer may be as simple as not having a marketing plan to ask for those bequests.
A simple plan might include:
- Writing a vision statement that lets donors know how their bequest will help the organization for future generations.
- Identifying your best donors.
- Creating a bequest society.
- Sending an annual appeal letter.
- Adding stories featuring why other donors made bequests to your newsletter and other publications.
According to Tom:
UK fundraising superstar, Stephen Pidgeon, notes that a well-executed bequest marketing program can raise far more money than a major gifts program.
A recent survey asked a sample of typical middle-class donors, “Would you consider putting a gift for charity in your will?”
More than 90% of those donors enthusiastically said YES!
But then came the second question: “Have you already put a gift for charity in your will?”
The dismal answer: fewer than 10% had done so.
What’s to blame for this striking performance gap?
Lousy communications, plain and simple.
Let’s change that!
Next week, Tom will show you the RIGHT WAY to ask for a bequest in his popular 90-minute webinar:
Tuesday, September 20th, 2016
1:00 p.m. Eastern (10:00 a.m. Pacific)
You must register BEFORE the webinar begins to get the two-week access to the recordings.
During this 90-minute webinar, Tom will teach a proven method for eliciting bequests from your current donors using strategies from the UK’s Richard Radcliffe, the world’s leading researcher into legacy giving, and Canada’s bequest guru, David Love.
Registration in $99. Recordings will be available for two weeks after, BUT you must register BEFORE the webinar begins to get access.