If your non-profit organization wants to increase the number of bequests you receive each year, you need to do something. Actually, you need to do many things. If you have planned giving staff, a robust program, and a strategic plan for getting those extra gifts, good for you.
If you don’t, are you prepared to go it alone? Or do you need the help of a bequest marketing consultant? Take this quiz and find out. Answer True or False to each question.
- You know how many bequests you receive each year.
- You know the average size of your bequests.
- You know the gender of your typical bequest donor.
- You know the age of your typical bequest donor.
- You know the marital status of your typical bequest donor.
- You know the giving history of your typical bequest donor.
- You can name the top six benefits that donors receive when making a bequest to your charity.
- You consistently promote bequests to your donors in 10 or more ways.
- You promote bequests to non-donors.
- You have a bequest marketing strategy.
- You invest a percentage of bequest income in future promotion.
- You solicit bequests from your board members, staff, volunteers and clients.
- At least two board members have named your organization in their wills.
- When someone asks you how to include your charity in their will, you know what to say.
- Your organization has a legacy society.
- Your organization publishes a legacy society newsletter.
- You ask for bequests on your website.
- You have a strategy for dealing with your donors who are obviously elderly.
- Your organization understands the difference between pecuniary and residual bequests.
- Your organization understands why you should be soliciting one of these types of bequests rather than the other.
- You know the top three reasons that donors name your organization in their wills.
- You understand why the goal of bequest marketing is not to solicit bequests.
- You recognize a potential bequest donor when you meet one.
- You regularly publish profiles of donors who have included your organization in their wills.
- You regularly publish profiles of donors who left bequests in their wills, and you describe the difference these donors made with their legacy gifts.
- You are prepared to wait years to see the results of today’s bequest marketing efforts.
- You measure the results of your bequest marketing activities.
- You have a budget for promoting legacies.
- You, the reader, have made a will.
- You, the reader, have included at least one charity in your will.
Add up all the times that you answered “True” to the above statements.
If you scored 25 or more, you are doing well and likely do not need any professional help.
If you scored between 20 and 25, you will benefit from having a professional bequest marketing consultant look at your program and suggest improvements.
If you scored less than 20, you are missing out on tremendous opportunities for growing the number and dollar value of the bequests you receive each year. Hire some consulting help to either launch or dramatically improve your legacy program.
Naturally, the bequest marketing consultant you hire could be me. Just saying.