Legacy Survey Case Study – Three Office Test
hjc and WSPA began working together in February 2012. WSPA has a culture of sharing ideas, results and materials between offices in different countries and wanted to bring this same philosophy to the planned giving arena.
Three Office Test
As part of the year one test, three WPSA legacy officers from the Netherlands, New Zealand and Australia decided to participate. All of these offices had established planned giving programs but all recognized there were areas which could be improved.
hjc carefully crafted a self-identification scored survey which was designed to achieve a number of things:
- allow donors to self- identify planned giving potential through the scoring
- update and complete demographic data
- discover donor motivation and opinion of WSPA and their mission
- uncover areas of interest for donors
- open the door to more personalized communication between WSPA and their donors
New Zealand and Australia also decided to include some major gift questions while the Netherlands chose to ask about pet ownership.
The online survey was sent to test groups of donors from each office in early March 2012. Although online may seem an unlikely channel for planned giving, this was not a planned giving ask. That ask can only come when the time is right and a survey, be it online, mail or by phone, is not the time or place.
hjc helped the offices select and code donor segments for testing in order to begin benchmarking the best planned giving and major gift prospects in each donor base.
The survey was sent to:
- 5,000 individuals from the Netherlands donor base
- 4,753 from Australia
- 3,116 from New Zealand
Response rates ranged from 12.2% from New Zealand donors to 27.4% in the Netherlands. Australia came in somewhere in the middle with a 19.8% response rate.
Results proved good across the board.
The survey has been deployed by telephone in Australia and New Zealand. The results were good, though online produced better results in both countries. The Netherlands office also used the survey on the telephone and as a mail pack. As expected, the mail survey response rate was lower than online.
In each county, there’s a strategy in place to carefully cultivate these new leads.