“What They’re Saying” Charitable Gift Annuity Promotion (CGA)

Target Audience

200,000 individual donor prospects across ten divisions, identified through Gabriel Group’s proprietary data analytics, as having the potential and propensity to establish a Charitable Gift Annuity


Increase planned gifts across ten divisions by 25% annually for three years


The “What They’re Saying” promo included a window carrier envelope showing rates based on the prospect’s age; a cover letter; reply form; insert featuring quotes from prominent financial experts, donors and client leadership; reply envelope.


  • In nine months, the letter campaign generated $1.5 million in CGA gifts ranging from $1,000 to $260,000;
  • A single gift of $1,000,000 and a CGA of $100,000 resulted from the promotion;
  • More than half the value of CGAs established during the timeframe came as a direct result of the “What They’re Saying” promotion.