The American Red Cross analyzed results before planned gift marketing efforts and five years after beginning an integrated fundraising program with Caswell Zachry Grizzard and Grizzard Communications. The minimum return on investment was over 611% from gift annuity revenue and cash gifts alone during a five year study. (This does not include any deferred gifts, such as bequests and trusts generated.) Overall cash gifts from donors included in the program increased 27%. Cost per dollar raised was 75% lower from donors on an integrated planned gift marketing program versus other donors.