"At the University of Victoria (UVic), the Annual Giving team and the Planned Giving team joined forces and applied their specialized skillsets to execute a contest during Leave a Legacy™ Month to help identify new planned giving prospects. The “Where there’s a will, there’s a way … to win!” initiative was a series of emails sent to UVic employees and alumni, inviting them to complete a survey and be entered into a drawing for a $500 gift card. Through the short five-question survey, constituents were informed of the possibility of adding UVic to their will, asked to self-identify their legacy-giving intentions, and indicate their potential interest in learning more about including a gift to UVic in their will.
The survey was sent to over 72,000 constituents, and the response was amazing, with over 20,000 email opens, 1851 survey responses, and 342 individuals requesting contact about leaving a gift in their will to UVic. With the identification of 342 new planned giving prospects, the Planned Giving team has spent the remaining part of the year with individualized follow-up, which resulted in six new planned gift commitments totaling over $112,000. The data received from the survey has influenced future segmentation and workshop development, including “Wills and Wine,” to help cultivate prospects and identify new planned giving prospects."
From the Judges
The judges were highly impressed by the fantastic planned giving marketing campaign, recognizing its adaptability and potential for success across institutions of all levels. The campaign's thoughtful design and execution showcased a deep understanding of planned giving principles, making it easily replicable and scalable.
