"Research has established the mutually dependent relationship between planned giving and annual giving. Consistent annual giving behavior is widely known to be among the best predictors of planned gifts. Moreover, completion of a planned gift leads to significantly greater annual giving, as much as 77% more according to research by Dr. Russell James.
Despite this research, marketing efforts are rarely designed to holistically boost both planned and annual giving. To prepare for 50% growth in its alumni over age 65 and support its goal of boosting alumni participation rates to 22%, Virginia Tech sought to do exactly this: use a holistic approach to grow planned and annual giving.
The tool it chose was a simple donor survey. It was made easy to complete--only six questions and delivered both by email and postal mail to capture the audience’s preferred communication medium. It sought to learn both why donors support Virginia Tech, as well as their likelihood of making gifts in the future.
As a result of these efforts, the university increased bequest notifications and planned giving leads at twice the rate of other efforts, identified 1,358 individuals for follow up toward annual giving participation goals, and secured bequest intentions and current gifts totaling $12,120,364."
From the Judges
We were impressed with their interesting approach to surveys and ultimately, really impressed with their results of this campaign. Impressed to see how the survey reminded stakeholders of their commitment to the university, which ultimately increases their potential openness for future gifts.
