This is the second in a series of posts on including planned giving in a campaign. In my last post, I shared with you how Shannon Skinner from University of New Mexico Foundation used the web and email to start the planned giving discussion as part of UNM’s campaign.
Here are some other ideas Shannon shared with me that you might consider adopting for your organization:
Print Marketing
In June, as part of UNM’s campaign, the planned giving office mailed donors a letter and guide to wills planning. Shannon said that UNM is still receiving responses from this mailing and is learning about new and previously unidentified bequests. A mailing to supporters on planned giving options resulted in more favorable responses from individuals who own assets like CDs that are not producing the desired return. Shannon said that UNM’s donors have found the idea of exchanging low income producing assets for the higher fixed payments of a charitable gift annuity attractive.
Education & Support
The UNM planned giving office is also providing planned giving education and support to other development functions during the campaign. Since UNM is composed of numerous schools and units (including health sciences and a research facility), the planned giving office is creating branded postcards and brochures for other units to use in gift receipt mailings. Shannon says that if the planned giving office can educate UNM’s directors and development officers to identify planned giving donor prospects and start the conversation, this will increase campaign gifts.
UNM believes planned giving is an important part of its campaign and will help ensure that UNM meets its current and future obligations. UNM’s campus also includes the state hospital that requires ongoing support for the replacement of medical equipment and research needs. The hospital cares for many patients who want to give back and Shannon says that planned giving helps these individuals fulfill their philanthropic desires.
For more information on how to include planned gifts in your campaign, contact Crescendo at 1-800-858-9154 and ask to speak to a marketing specialist.
Here are some other ideas Shannon shared with me that you might consider adopting for your organization:
Print Marketing
In June, as part of UNM’s campaign, the planned giving office mailed donors a letter and guide to wills planning. Shannon said that UNM is still receiving responses from this mailing and is learning about new and previously unidentified bequests. A mailing to supporters on planned giving options resulted in more favorable responses from individuals who own assets like CDs that are not producing the desired return. Shannon said that UNM’s donors have found the idea of exchanging low income producing assets for the higher fixed payments of a charitable gift annuity attractive.
Education & Support
The UNM planned giving office is also providing planned giving education and support to other development functions during the campaign. Since UNM is composed of numerous schools and units (including health sciences and a research facility), the planned giving office is creating branded postcards and brochures for other units to use in gift receipt mailings. Shannon says that if the planned giving office can educate UNM’s directors and development officers to identify planned giving donor prospects and start the conversation, this will increase campaign gifts.
UNM believes planned giving is an important part of its campaign and will help ensure that UNM meets its current and future obligations. UNM’s campus also includes the state hospital that requires ongoing support for the replacement of medical equipment and research needs. The hospital cares for many patients who want to give back and Shannon says that planned giving helps these individuals fulfill their philanthropic desires.
For more information on how to include planned gifts in your campaign, contact Crescendo at 1-800-858-9154 and ask to speak to a marketing specialist.
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