Case Studies
Learn how CZG Planned Gifts Marketing increased cash giving for our partners.
Planned Gift Income 5 Years Before and After Initiating a CZG Marketing Program
| Gift Type | % Change |
|---|---|
| Bequests | ▲ 159% |
| Charitable Gift Annuity Income | ▲ 547% |
| Charitable Gift Annuity Contracts | ▲ 500% |
| Planned Gift Society Membership | ▲ 1077% |
| Charitable Remainder Trusts | ▲ 4146% |
| Stock Donations | ▲ 100% |
After allowing CZG to implement a comprehensive program, one division of a national disaster services organization made a comparison between planned gift results for the five years before partnering with CZG and the five years after.
The program with CZG included four to five mailings annually. The audience for each mailing was selected using CZG’s prospect modeling research algorithms. In addition to these results, the organization’s planned giving program was honored with an award for excellence in planned gifts development by a respected industry association.
Exponential Change in Key Performance Metrics 4 Years After Partnering with CZG
A regional division of a national human services organization partnered with CZG on a comprehensive planned giving program. Components included multi-channel marketing, direct mail, and staff training. Four years into the partnership, program analysis revealed exponential increases in key metrics.
Increasing Planned Giving Mail Volume Increases Response Rates AND Return on Investment
A recent examination of planned giving lead generation mailings for several CZG clients revealed significant and enhanced ROI by increasing the mail universe.
The following example represents charitable gift annuity mailings developed by Caswell Zachry Grizzard for one national healthcare organization at twice their historic rate of file penetration.
Doubling the volume of charitable gift annuity promotions nationwide has not only increased the rate of response, but the organization has experienced a corresponding increase in return on investment of 150%.
Comprehensive Planned Gifts Marketing Program Increases Leads by over 100% in Just 18 Months
CZG worked with a leading national charity to develop and implement a comprehensive marketing program. In the 18 months following the implementation of the program:
- Average response rates for all planned giving mail projects increased 109%.
- The average response rate for CGA mail projects increased 26%.
- Response rates for a new, custom gifts lead generation newsletter increased 80% over the prior lead generation newsletter.
The organization later tested the newsletter developed by CZG against another agency’s product. The result: CZG’s custom lead generation newsletter generated a 660% higher response rate.
Planned Gifts Marketing Increases Cash Giving
CZG conducted a 10 year study for a well-known national charity just beginning a full-scale planned gifts marketing program. Cash giving by long-term donors who had been selected to receive planned giving mailings was carefully analyzed for the 5 years before the planned gifts marketing began. These figures were then compared to cash gifts made by the same donors over the 5 years following the introduction of planned gifts marketing.
Donors gave an average of 27% more cash in the 5 years after they began receiving the planned gift mailings.
After completing the study, it was also discovered that donors who made a planned gift commitment under the program increased their cash giving by over 50%.
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