CBM Australia improve the lives of people with disabilities in the poorest places on earth. We worked together to develop a new bequest strategy that would requalify existing and intending bequestors as well as pivot to acquire new prospective supporters.
Our strategy began with a thorough review of the existing program, GiW cultivation events and a database audit to identify prospective bequestors. We then went onto develop front and backend processes to deliver the program, including automation.
Ways that matter
At a glance
There were several objectives for this job:
Generate new bequest prospects through database insights and acquisition pathways
Create survey instruments and other tools (such as telemarketing) to qualify GiW prospects
Create donor engagement opportunities that cultivate new supporters
Develop communications that motivate supporters to include CBM Australia in their Will
Create enlistment events and other opportunities to engage one-on-one with prospects, including potential for focus group research
Careful stewardship of already confirmed bequestors, including recognition opportunities
The acquisition component was a standout success.
Total response across all channels was more than 10,000 and
almost 50% of these were acquired via a mix of mail and phone.
Overall response rate across all channels was 35%+.
To date, this campaign has generated some 4,500 new
prospects with more than 1,700 of these qualified as ‘confirmed’ or ‘intending’.
