Where did the cards go? For years, professionals involved in the planned giving area of fundraising – bequests and gifts funded with cash, equity or property — relied on donors to alert them of gifts via mailed response cards. As demographics shift, and donors became more leery of broadcasting their gift intentions, charities and non-profits find themselves in the dark.
In addition, the complexity of planned gifts means that it could be decades between a marketing trigger and the actual “purchase” (receipt of a gift).
One planned giving team —The Charles Tufts Society of Tufts University — turned to Creating Results to gain insight into the impact their marketing program is having on potential donors now, years before commitment.