RKD built a planned giving campaign that brought:

55

bequests in 1 month

5.5 M

in potential value

28%

increase in bequests from 2017

The Challenge

Increasing Planned Gifts

The American Bible Society, a 200-year-old organization with a donor file rich in potential planned gifts, had reached a planned giving plateau. While the value of the wills was growing, the number of wills was stagnant and not representative of the huge potential. ABS needed a breakthrough.

The Solution

Notification Mailing

RKD chose a different approach by using the current ABS planned giving model and targeting the best potential candidates with a unique direct mail strategy. Donors were mailed informational packets and surveys designed to spur interest and initiate contact back to ABS.  These donors were then contacted by ABS to talk the donor through the process.

At some level, all giving is emotional, even a planned gift. For this reason, RKD crafted a one-page note written to both honor the donor and ask a simple, direct and important question: Have you decided to continue putting God’s word into the hands and hearts of those who need it most by leaving the American Bible Society in your will?

Breakthrough

Cultivating Donor Commitment

The results were shocking.  This single appeal has generated three times the yearly average of intentions in just one month.  Given ABS’s average value of wills, these intentions represent $6 million.

The results were shocking.  This single appeal has generated three times the yearly average of intentions in just one month.  Given ABS’s average value of wills, these intentions represent $6 million.