LegacyInnovation - Winning packages

Over the past two years, we have held dozens of focus groups in which we've listened carefully as donors have told us how they want to be cultivated and solicited for legacy gifts. Here are some cultivation packages that give the donor just what she's asked for.

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A donor to donor testimonial package is a highly personal and non-threatening way to ‘plant the legacy giving seed’ in the prospect’s mind. The signatory shares her story and her reasons for making a legacy gift – and invites the prospect to consider doing likewise. There is no solicitation.
This is a thoughtful piece from the CEO that talks about the future – and the long range vision of the organization. Prospects need to feel a high degree of confidence in the long-term viability of the organization before they’ll consider a legacy gift. This package is designed to give them that confidence.
At the Holiday Season, prospects are sent a highly-personalized card from the organization. This package is hand-addressed and personally signed by the CEO. It’s purpose is to let these prospects know that they are special – and very much appreciated by the organization. We know from focus groups that donors want very much to be recognized as individuals – and not just “one of the herd”.
This newsletter package accomplishes several things (again, based on what donors have told us they want to hear). The cover letter speaks to how a donor has provided for his family AND made a legacy gift. The newsletter speaks to vision, includes a testimonial and a profile of a realized bequest, and offers financial accountability as to how donor dollars are spent.

Direct marketing / Legacy marketing / Donor research
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