The George Washington University

PRODUCT/SERVICE                 

Donor Insight Survey for Planned Giving Lead Generation

TARGET AUDIENCE                  

14,000 donors identified by the University as likely planned giving prospects based on age, number of gifts and a variety of other criteria

OBJECTIVE

• Provide the University’s team of gift planners with a robust pipeline of qualified planned giving prospects

STRATEGY/EXECUTION

• A Donor Insight survey was developed and sent to the selected audience. Several key questions indicated respondents’ knowledge of and interest in various estate planning vehicles.

RESULTS

The Survey:

• Generated 1,842 responses (12.87%)
• Identified 775 highly qualified leads (5.41%)
• Uncovered 96 existing bequests and 300 responders with no heirs