Most of the planned gifts you close this year will be bequests. So why not power-up your marketing of the gift your donors like best? Get started today, with this ready-to-go Bequest Toolkit. It delivers all the materials and know-how you’ll need for a successful bequest campaign. It features:
- A marketing toolkit to help you promote and close more bequests.
Includes eleven essential ads, articles, letters, postcards and forms you can start using right away.
- A stewardship toolkit to help you acknowledge and steward those new bequest donors.
Includes twenty indispensable letters, forms, documents and other aids.
Why waste months planning, writing and editing all these documents yourself? Make your life and your job easier. Save yourself time, money, and back-office hassle.
You need to be talking to your donors about bequests, acknowledging the gifts they’ve given, and cultivating more repeat gifts right now. With this toolkit you can do it. It’s two toolkits in one.
|PAGE||DESCRIPTION||MARKETING OR STEWARDSHIP||PURPOSE||IMPORTANT NOTES||WHEN TO MAIL/ PUBLISH|
|6||Bequest program launch letter||MARKETING||Announcing something NEW always gets attention. Energize prospects and pique interest with this letter that introduces your new bequest program.||Have this letter come from a trusted representative of your organization.||Month 1|
|7||Oversized postcard #1: “I want to change the future.” Where there’s a will, there’s a way.||MARKETING||Colorful postcards stand out in your prospects’ mailbox. Highlights benefits of making a bequest.||InDesign template pp. 1-2||Month 2|
|8||Bequest letter from org VIP||MARKETING & STEWARDSHIP||Peer-to-peer solicitations are powerful. By working with a high profile donor to endorse your bequest program, you can attract new donors and steward your existing donor.||Hand sign this letter.
Do NOT use mailing labels.
|9||Intention form: Yes, I believe in [YOUR NONPROFIT]’s mission!||MARKETING||Include this with your letter to increase response rates.||Include a stamped reply envelope.||Month 3|
|10||Oversized postcard #2: Don’t worry. You don’t need a will. The government will take care of you.||MARKETING||Informative and motivating with just a touch of edginess to grab your audience’s attention. The message emphasizes how important it is to write a will (and include charitable planning from the start).||InDesign template pp. 2-3||Month 4|
|11-12||Bequest article: “How To Make Your Permanent Mark On The Future”||MARKETING||Reinforce the message from postcard #2 with this short, motivating article.||Publish this in multiple outlets if possible (e.g., newsletter, blog)||Month 5|
|13||Half-page display ad||MARKETING||Publish in your annual report, newsletter or alumni magazine to expand your audience.||InDesign template pp. 5||Month 5|
|14||Oversized postcard 3:
How can we thank you if we don’t know who you are?
|MARKETING & STEWARDSHIP||Discover gifts that donors have not told you about yet, and reiterate your planned giving message.||InDesign template pp. 6-7||Month 6|
Want to change the future?
It’s easier than you think.
|MARKETING||A versatile double-sided promotional piece that fits into a standard business size envelope. Include this with gift acknowledgments and other mailings from your organization.||InDesign template pp. 8-9||Throughout the year|
|16||Sample bequest language||STEWARDSHIP||Ensures donors name your organization correctly.||Post on your website; include with mailings; email or mail to prospects||Anytime|
|17||Sample codicil language||STEWARDSHIP||For donors who already have a will and want to amend it to add your organization; ensures they name your organization correctly.||Post on your website; include with mailings; email or mail to prospects||Anytime|
|18||Follow-up bequest letter #1||STEWARDSHIP||Follow up to a prospect who has expressed interest in creating a bequest or requested more information.||Include:
||ASAP after initial contact|
|19||Follow-up bequest letter #2||STEWARDSHIP||Second follow up to a prospect who has expressed interest in creating a bequest.||Include:
||4-5 weeks after initial contact|
|20||Follow-up bequest letter #3||STEWARDSHIP||Third follow up to a prospect who has expressed interest in creating a bequest. (No, three follow-up letters is NOT overkill. People are busy. It’s your job to remind them of what they keep meaning to do.)||Include:
||3-4 months after initial contact|
|21||Thank you and welcome to legacy society letter||STEWARDSHIP||This is a fun one to send! Mail to donors once their gift has been confirmed to thank them and welcome them to your legacy society.||Suggested enclosures:
||Immediately after a gift has been confirmed|
|22||*Nonbinding Bequest Intention Form||STEWARDSHIP||Use this form at your own discretion.|
|23-25||Bequest Q&As||MARKETING & STEWARDSHIP||Keep this on hand in the office to help your staff answer questions. Include with mailings. Publish online. Hand out during donor visits.||Throughout the year|
|26-28||Donor testimonial form||MARKETING & STEWARDSHIP||Donor stories motivate others to give and generate second time gifts. Working with a donor to tell his/her story is an excellent stewardship opportunity.||This form can also serve as a guide if someone from your organization will be interviewing a donor to get his/her story.||Ongoing throughout the year|