CASE STUDY

Goldwater Institute

A $1 million planned gift from a well-cultivated donor relationship.


Success in attracting planned gifts is often a case of informing donors, in an appealing and credible way, that your organization is not only eligible to be included in their estate plans, but that you want to be included—that you are in it for the long haul and invite them to partner with you in this special way.

Several years ago, American Philanthropic worked with the Goldwater Institute to craft a special planned giving mailing for select donors. The mailing revealed that a handful of supporters had included the Institute in their estate plans, allowing the Institute to reach out to, recognize, and strengthen relationships with these men and women.

The mailing also reminded one elderly donor—who had, in fact, become a donor because of a direct mail appeal only two years earlier—that she wanted to change her will to include the Institute.

That donor passed away a year later and the Institute received word that she had left the organization a gift of $1 million.

On a macro level, American Philanthropic’s survey data reveals that organizations which invest in robust planned-giving programs reap the benefits. Looking solely at organizations with annual fundraising revenue exceeding $1 million programs, we found the following in a 2016 survey.

 

Metric

Robust Planned Giving Program

Nominal Planned Giving Program

Avg. planned gifts last 5 yrs.

46

4

Avg. revenue from planned gifts last 5 yrs.

$6,947,583

$1,038,112

Avg. pending planned gifts

180

6

 

Clearly, any nonprofit that fails to invest in building its planned-giving program is making an unwise financial decision.

Interested in our services?

Our purpose is to help you achieve yours.

Book a free consultation

Book a free consultation

we'd love to hear from you

Contact us to book a free consultation today. We are always available at info@americanphilanthropic.com or at 302-635-7354. But if you like forms, feel free to fill out the one below and we'll be in touch with you shortly.