Legacy Mail

At the University of Saskatchewan, curiosity leads to discovery.

The university’s planned giving team was long familiar with the concepts outlined in Iceberg Philanthropy. It took several years to build the case for investment in their legacy program, but when they finally did, they turned to us at Good Works.

Over 24 months, we’re working together to craft a series of 5 letters to be mailed to a select group of prospects. The focus here is on persuasion. It’s about introducing donors to the concept of leaving a gift in their Will, and gently helping them discover that this action is within their means.

With all 5 mailings complete, we’ve confirmed 65 expectancies and generated 38 new active leads. In fact, the return on investment and the increased activity generated by the legacy mail campaign enabled the hiring of a third Planned Giving Officer.

This success, in part, has been achieved through the careful blend of art and science that is essential to telling a great legacy story in the mail.

“Our planned giving program has worked hard to commit and maintain a donor-centred approach to everything we do. Everyone at Good Works has the same dedication and commitment. If you are serious about increasing your organization’s gift conversations, give Good Works a call. They know what they’re doing.”

Bev Cooper
Associate Director of Development (Planned Giving)
University of Saskatchewan

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