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Spring is (finally!) here. Spring into action this April with our live partner trainings, 2022 Annual Qualified Charitable Distributions (QCD) Report, and key takeaways from our most recent campaign!
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Top learnings from New Year’s Resolutions Campaigns
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As Q1 wraps up, we’re excited to share our top learnings from your New Year’s Resolutions campaigns:
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Bequest emails with one central ask — creating a will — performed best. We saw the highest rates of will creations and bequests from emails that focused entirely on creating a will and the benefits of doing so, rather than those that included estate planning in a list of other resolution ideas.
→ Recommended action: If you usually include estate planning in a list of resources or recommendations, try a standalone ask to increase your likelihood of success.
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The more people you send an email to, the more likely you are to receive a gift! The success rate for emails to between 3k-10k recipients was more than 10x higher than for emails to less than 3k recipients.
→ Recommended action: Cast a wide net. If you’re wondering how best to segment your send, check out our resource on Defining Your Planned Giving Audience.
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Participating in multiple FreeWill campaigns can boost results. Our Resolutions campaign partners that participated in the past 4 FreeWill campaigns enjoyed about 2x the success rate as those that participated in only our past 2 campaigns. (This is true for organizations who have partnered with us for at least a year, and so have had the opportunity to participate in multiple campaigns.)
→ Recommended action: Keep sending outreach! The cumulative effect of familiarizing your audience with planned giving through multiple campaigns is likely to boost your performance.
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2022 Annual QCD Report
The 2022 Report on Qualified Charitable Distributions from IRAs was created by the FreeWill Team to track continued growth in IRA giving and ensure your organization is in a good place to capitalize on this increasingly popular way of giving. The research is derived from conversations with and includes qualitative survey results from hundreds of nonprofit organizations, ranging from $1 million to $1 billion in total annual revenue, as well as our internal, anonymized data.
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FreeWill events
Upcoming Partner Trainings
Spring is the perfect time to set your intentions for new beginnings. Promote planned giving as a way for your supporters to make sustainable, impactful gifts for the future. Join this live partner training on how to secure larger gifts during the mid-year season with three simple steps.
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How to secure larger gifts during the mid-year season
Wednesday, April 20th, 1-1:45 PM ET
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Additionally, we’re offering bi-weekly QCD and Stock 101 sessions, designed to help you refresh your memory or learn about these tax-savvy forms of giving for the first time.
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Extending our stock experiment
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Over the past several months, we’ve tested a new webpage that allows FreeWill users to learn more about donating appreciated stock and easily explore all of our current stock partners. This is similar to our public-facing will tool that allows anyone to make a will, explore all of our bequest partners, and include a gift commitment to support their favorite charity.
We are continuing to experiment with this method of driving stock gifts to our partners, and our team will monitor progress and determine next steps for this feature in the coming months. No action is needed by you at this time — but if you’d like to see the page, please click here!
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LOOKING FOR ADDITIONAL RESOURCES?
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