Fund for Animals Plans for Risk and Wins

However, like most nonprofits, FFA realized the need to diversify its fundraising portfolio and, based on demographic data on file, believed that planned giving would be the most effective new marketing channel to enter (versus special events, etc.).

Obstacles: Although FFA’s number of contributing donors has steadily increased through its direct marketing program over the last few years, the offer itself appeals to a relatively small niche of prospects. As such, the overall number of potential qualifying donors to be targeted with a planned-gift effort was relatively small.