From the Nominator

Planned giving is a vital piece of the fundraising landscape. Despite that, research shows that planned giving is not widely known or well understood by the general population. The Jay and Susie Gogue Performing Arts Center at Auburn University – one of the South’s premier cultural destinations – had only a handful of planned gifts when it decided to begin a planned-giving initiative in 2023. To bolster this initiative, Auburn’s Office of Philanthropy Communications created a case statement for planned gifts to the Gogue Center. Unlike other planned giving materials for Auburn University, this case statement catered to the Gogue Center’s unique value proposition. There is no mention of traditional appeals to supporting students and faculty, but rather a call to help ensure that enlightening cultural opportunities and unforgettable arts experiences are available to everyone – now and for generations to come. Despite the initiative beginning just months ago, the Gogue Center team has already put the case statement in the hands of dozens of prospective planned-giving donors, resulting in visits with 10 prospects and one major gift. And even donors who aren’t ready for the planned giving conversation have expressed curiosity about the topic and are thankful for a way to learn more.

From the Judges

This piece excels at captivating its audience with a compelling narrative, stunning visuals, and a clear call to action. Its thoughtful design and concise messaging effectively target arts enthusiasts, while the vibrant layout and inspiring images bring the story to life. The focus on empowering existing donors to drive artistic impact, rather than just supporting the university, is a brilliant touch. With its engaging and accessible presentation of giving options, this piece sets a new standard for planned-giving materials.