Fund for Animals Plans for Risk and Wins
Mailings targeted two different groups, including age- and loyalty-appropriate donors, e.g., donors 65 and older who had contributed multiple gifts to FFA and self-identified donors who had checked off a box on the renewal program’s reply slips requesting additional information on planned giving.
Implementation: The latest iteration of FFA’s bequest mailing included the following components:
- Executive-sized, closed-faced carrier with corner-card logo/address;
- Offset letter signed by Probst, evoking the memory of FFA’s founder, Cleveland Amory, and stating the value of including the organization in one’s will;
- Brochure branded with FFA’s “look,” including more detailed benefits of leaving a bequest, as well as contact information;
- 8-inch-by-11-inch reply slip, capturing name and address, phone number, best time to contact the donor, additional information about the donor, and confirmation that the donor has already made a provision for a bequest in his or her estate plan; and
- Reply envelope addressed to Probst’s attention.
The gift annuity has similar components. It should be noted that, in 2004, the bequest and gift annuity offers were separate campaigns rather than a bundling of all the options in the campaign. This was to better distinguish the difference between offers and benefits.
Results: Over the past three years, FFA has received more than $10 million in bequests from a relatively small group of donors. By taking a risk within the direct marketing program, FFA has developed an additional revenue channel to support its mission.
Lynn Edmonds is president of L.W. Robbins, a Holliston, Mass.-based direct-response fundraising agency. She also is a member of the FundRaising Success Editorial Advisory Board. She can be reached via e-mail at email@example.com.