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Spring is finally here! We’re sharing important findings from your End-of-Year and New Year’s Resolutions campaigns, and other valuable updates as your springtime Stock and Bequest campaigns kick off.
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What we learned from your End-of-Year + New Year’s Resolutions campaigns
EOY 2022 Smart Giving campaign (Stock + QCD)
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The market was down during EOY, which impacted stock giving (but not QCDs). With the market drop, rises in inflation, and a decrease in cash giving overall, we saw a significant decrease in stock donations while our QCD partners raised more in gift dollars this year.
→ Takeaway: Be mindful of market changes when deciding which products to promote – and remember that the market is volatile, so the next rise is a good time to market stock giving.
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Putting the products on your website is key. The vast majority of EOY stock and QCD gifts came through giving pages on partner websites, and they generated 10x more gifts than outreach!
→ Takeaway: Add the FreeWill products to your website in high traffic areas.
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New Year’s Resolutions campaign (Bequest)
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Sending 2-3 pieces of outreach is just as effective as sending more. The average partner requested 4 pieces of outreach, but we saw a dropoff in the average gifts received after about 2 pieces of outreach.
→ Takeaway: Less is more! As we look ahead to Make-A-Will Month, you can achieve the same results while focusing your efforts on just 2-3 pieces of outreach.
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Our “Act of Care” frame generated gift commitments at the highest rate. This messaging, which encouraged recipients to start 2023 by creating a will as a simple act of care, seemed to resonate the most with donors.
→ Takeaway: Prioritize “soft asks” that present the value of the Bequest tool to donors, with a gentle invitation to create a legacy with your organization if they choose.
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Your content drove user traffic to your Bequest sites! The median traffic to partner sites this year was 6x what it was during our last New Year’s Resolutions campaign, meaning we saw strong engagement with your content and message.
→ Takeaway: After the EOY rush (and cluttered inboxes) dies down, January continues to be an opportune moment to spread awareness and education about planned giving.
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The Content Center is live
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Last week, the Content Center went live in the Success Panel! Here, you can access social media excerpts and small integrations for Planned Giving language. Don’t forget to ask your Strategist for tracking links if you plan on using the language provided.
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Product corner
Classic Portal will no longer be available starting May. Switch to New Portal to take advantage of streamlined and intuitive navigation, interactive workflows, and improved campaign analytics. If you have any questions or concerns, please reach out to your Strategist.
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FreeWill events
FreeWill Forum
We know that stewarding planned gift donors is uniquely challenging, and we're here to help you make the most of your FreeWill products and level up your stewardship strategy using FreeWill's Partner Portal.
Join Laura Paradis from FreeWill's Design/UX team for an informative session reviewing key findings from our stewardship study and how those learnings are informing our products and strategies this year!
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User Experience (UX) Stewardship Research Study
Wednesday, April 26 at 1:00 pm ET
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LOOKING FOR ADDITIONAL RESOURCES?
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