At the 2013 Bridge Conference last week, you could walk through a wonderful “museum” of award-winning direct marketing fundraising packages. They were neatly on display just beside the lunch area.
I was excited to see the best of the best. So I started walking down one aisle. Then over to the next. And part way through the 3rd aisle someone recognized me and pointed something out.
NOT ONE OF THE WINNERS INCLUDED EVEN A SIMPLE CHECK-BOX FOR DONORS TO SAY “I HAVE ALREADY INCLUDED YOUR ORGANIZATION IN MY ESTATE PLAN.”
I didn’t take the time to verify her claim but I looked at quite a bunch and didn’t see anything related to planned giving at all. And I could only find a very small number that even related to major gifts.
Did I miss something? Is direct marketing only reserved for small gifts that sometimes make up only 20% or less of an organization’s revenue?
I give the MAXI a big “fail” in this area.
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