Running a campaign to your existing supporter base is an effective and low-cost way to generate gifts in wills.
Want to generate gifts in wills without a significant time or money investment? A dedicated, multi-part email campaign to your existing supporter base is a great place to start.
Here’s why -
Known supporters are a high-probability demographic
When will-writers arrive on Gathered Here via a charity link or campaign, they are almost 4 times more likely to pledge a gift compared to those who arrive independently.
Nearly half (45%) of known supporters pledge a gift in their wills. In comparison, 12% of independent will-writers include a gift in their will.
Gifts are free for your organisation
Any gifts pledged via your own unique wills platform do not incur a Credit. This means they’re completely free but could be worth tens of thousands of dollars to your organisation.
The average value per gift is an estimated $52,000 - even receiving just one gift could make the initiative worthwhile. (But trust us, it’s likely you’ll receive more!)
Running a campaign is free too
Sending a multi-part email campaign (we recommend three) is completely free. There’s no need to pay for advertisements, printing, postage - anything.
In fact, email campaigns to existing supporters have been proven to be more effective than paid social advertising at generating gifts in wills via Gathered Here.
You’re giving back to your supporters
A free online will is a genuinely useful life admin tool. Your supporters are under no obligation to pledge a gift but they can still benefit from the platform.
Multiple studies estimate that around half of the adult Australian population don’t have a will. Every single one of them could benefit from a free online will.
You can re-engage lapsed donors
Offering a perk to your supporter base is a great opportunity to bring lapsed donors closer to your organisation.
In fact, lapsed donors are often a well-performing segment for online wills and we recommend including them as a specific target demographic.