FIA Award Winner – Bequests/Gifts in Wills over $5 million
Originally posted March 2018
Winner - Bequests/Gifts in Wills over $5 million
The Cerebral Palsy Alliance overhauled its bequest program to deliver a 957% surge in potential bequestors, as Andrew Sadauskas reports.
In July 2014, the Cerebral Palsy Alliance (CPA) encountered an urgent problem. Despite a growing warm supporter base, the pipeline of warm leads for its bequest program was rapidly drying up.
TIME FOR A CHANGE IN STRATEGY
With its old bequest strategy failing to deliver the necessary results, action was needed to grow the number of people leaving CPA a gift in their wills. Traditionally, CPA’s bequests had been driven by face-to-face meetings. They were largely sourced from people who had a close relationship with one of CPA’s clients, as well as from a group of long-term supporters who knew the organisation’s founders, the McLeod family.
To solve the problem, CPA overhauled its bequest program by launching an integrated donor identification and retention program called ‘Circle of Hands’, with the new brand spanning all stages of the bequest pipeline across all channels.