Background

A community-focused arts nonprofit with over 60 years of history approached us with a need to elevate its planned giving program initiatives. Despite strong community support and a reputation for meaningful work, they struggled to grow and sustain their efforts, which posed long-term effects. They wanted to uncover gaps in their strategy, improve donor cultivation, and find innovative ways to boost donor participation. To tackle these challenges, they partnered with Apex Legacy Consultants to conduct a comprehensive Audit and Roadmap. 

Key Challenges

1. Aging Donor Base: Loyal donors were aging out, creating an urgent need to connect with younger generations.
2. Lack of Strategic Alignment: Planned giving lacked cohesive messaging and a clear strategy across donor touchpoints.
3. Underutilized Resources: Donor data and existing funds were not fully leveraged, leaving untapped opportunities.
4. Event Saturation: Longstanding events had plateaued, failing to attract new donors.
5. Limited Internal Capacity: A small, inexperienced team struggled to execute structured donor cultivation or track key metrics.
6. Evolving Donor Interests: Shifting priorities and increased competition for funds hindered engagement.
7. Technology Gaps: Outdated donor management systems hampered efficient tracking and communication.

Audit & Road Map Focus

Key components of the roadmap included:

• Donor Engagement Strategy: Identified gaps in current touchpoints and outlined a roadmap to personalize and deepen donor relationships.
• Policy Modernization: Streamlined policies, including updating the Gift Acceptance Policy to accommodate non-cash gifts and other planned giving tools.
• Data Utilization: Developed a tracking and segmentation system to prioritize high-potential donors.
• Event Integration: Proposed enhancements to events to highlight planned giving opportunities and engage donors in meaningful conversations.
• Staff Training: Recommended additional training to equip the team with the knowledge and confidence to discuss planned giving options.

How Apex Enhanced the Experience

Apex worked closely with the nonprofit’s leadership and team to ensure they had the tools and support needed to implement the recommendations effectively. Here’s how Apex delivered beyond the initial roadmap:

• Consulting to Implement Next Steps: Offered continued guidance, meeting regularly with leadership to ensure progress and refine strategies as needed.
• A Detailed Timeline and Task List: A structured implementation plan was created, outlining milestones, priorities, and specific tasks to keep the team on track.
• Dozens of Templates to Get Started: Provided ready-to-use templates for donor communications, event integration, and tracking systems, enabling the team to adopt best practices quickly.
• Ongoing Communication: Regular check-ins and feedback sessions ensured the nonprofit could address challenges promptly and stay aligned with its goals.
• Tailored Marketing Recommendations: Developed personalized marketing strategies to increase donor engagement, including recommendations for messaging, social media campaigns, and event promotion. 

Goals for the Next Year in Consulting

Building on the progress made with the Audit Roadmap, the nonprofit has outlined the following priorities for the upcoming year:

1. Expand Donor Engagement Efforts:
   • Implement a robust touchpoint calendar to consistently engage top-tier donors through personalized communications, thank-you letters, and phone calls.
   • Launch a monthly newsletter focused on planned giving success stories and donor impact.
2. Grow the Legacy Society:
   • Increase membership by 20% by identifying and engaging prospective members through targeted outreach.
   • Host two recognition events specifically for Legacy Society members, combining in-person and virtual formats.
3. Enhance Marketing and Event Strategies:
   • Introduce planned giving education segments at annual events, including a booth and video testimonials.
   • Create and distribute a planned giving guide to be shared at events and on the organization’s website.
4. Improve Data Utilization:
   • Use donor segmentation tools to tailor communication based on giving potential, engagement history, and demographics.
   • Conduct regular donor data reviews to ensure accuracy and identify trends.
5. Empower the Team:
   • Provide ongoing training to staff to ensure confidence in discussing planned giving options with donors.
   • Develop a resource library for internal use, including templates, FAQs, and planned giving scenarios.
6. Increase Awareness of Planned Giving:
   • Launch a social media campaign highlighting planned giving options and success stories.
   • Develop blog posts and educational content to inform donors about tax advantages and the impact of planned gifts.