The Challenge
The Heart Foundation wanted to grow its Gift in Wills (GIW) pipeline by identifying supporters most likely to engage in legacy giving conversations and progress towards future bequest commitments. Working with the GiveTel GIW team, the campaign focused on engaging a range of audience segments including Considerers, Newly Identified Prospects, Social Media Leads and Lapsed Regular Givers to determine which groups delivered the strongest outcomes.
Our Approach
Using our supporter-centric calling approach, fundraisers conducted meaningful conversations designed to identify future GIW opportunities and understand supporter intent. Campaign performance was monitored across each audience segment, allowing learnings to inform calling strategies and supporter engagement throughout the program.
What We Learned
As you might expect, the strongest results came from supporters with an existing connection to the organisation. Lapsed Regular Givers delivered the highest positive response rate, while Newly Identified Prospects significantly exceeded campaign KPIs, demonstrating the value of both warm and colder audiences within GIW programs.
Segment Highlights
Newly Identified Prospects achieved a 28.92% positive rate against an 18% KPI. Lapsed Regular Givers delivered the highest positive rate at 31.99%, significantly exceeding target. Social Media Leads achieved a 20.74% positive rate, outperforming the 13% KPI. Existing Considerers maintained a strong 26.10% positive rate and exceeded reconfirmation targets.
Key Takeaways
The campaign demonstrated that effective Gift in Wills acquisition relies on engaging supporters at different stages of their journey. By combining audience segmentation, meaningful conversations and GiveTel's Every Call Counts approach, the Heart Foundation successfully expanded its GIW pipeline, identified hundreds of future prospects and exceeded performance targets across most key audience segments.