Many legacy commitments never actually turn into gifts. So measuring which planned giving metrics will be more helpful and accurate instead of “proof” of legacy gifts?
1- Awareness/Activity – If you can determine that your donors, supporters, fans, etc. are aware of the option to leave a legacy… that’s huge! And you can measure that by monitoring engagement activity! For instance, you can determine if awareness is growing by measuring click-thru rates from planned giving emails, clicks on your planned giving web pages, time spent online viewing planned giving pages, responses to print efforts, inbound phone calls, and so much more.
2- Conversions – Leads! Solid requests for information, engagement and follow-up (such as filling out forms online or on printed items).
3- Asks – On page 6 of Penelope Burk’s new book titled Donor-Centered Leadership lies a startling little statistic: “Among donors who have assigned a bequest in their wills, only 4% say they were influenced to do so by a representative of the recipient charity.” 4%? In other words, 96% of donors were NOT influenced by a representative of the recipient charity? We all know that more donors give and give more generously if they are asked. So let’s get out there and ask! And while you’re at it, count the asks. That you can measure!
Get out your spreadsheet and start measuring today. Then show your Board the results! They’ll get excited and interested in the potential they see on the horizon.
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