Keep prioritizing standalone bequest email campaigns. You’ve heard it before, but email did better than ever this January with 88% of bequests resulting from email outreach as compared with other outreach channels. That statistic surpasses all past campaigns by five percentage points!

Your future-focused language resonated — and generated gifts! With 2020 behind us, it seems that more hopeful, forward-looking content was precisely what so many of your supporters wanted to hear. Your outreach moved your supporters to make more bequests than they did during any other 2020 campaign to your organizations, simply by reminding them to build a better future for their loved ones and the world.

Planning a bequest campaign may feel minor, but the results can be major! On the heels of a tough year and tighter budgets for nonprofits and your supporters alike, our bequest partners raised a total of $15.2M in commitments through their resolution-themed outreach. If you’re deliberating sending a campaign, remember (and I apologize in advance for this cheesy rhyme): when in doubt, don’t sit it out.