When the International Fund for Animal Welfare decided to change its bequest program, no-one foresaw just how fruitful the new telefundraising campaign would be, says Naomi Schofield.
Over recent years, the International Fund for Animal Welfare Australia bequest marketing program had consisted of annual mailings, and utilisation of ticking boxes on response devices in direct mail appeals and surveys for donors to express interest in leaving a bequest.
Using this approach, the Fund would on average receive approximately $150,000 a year in bequest income, with the average bequest being $20,000 and with about 0.5% of the donor base confirming that the Fund was included in their wills.
A desire to be more proactive in promoting bequests, which was teamed up with some unspent budget, led us to consider trialling a telemarketing program in this region. We were also spurred on by the positive results generated in the UK and US. The result? The Fund has grown its bequest program from $150,000 to…