Fund for Animals Plans for Risk and Wins

Strategy: Provide concrete information on the benefits of giving a gift annuity and/or a bequest, as well as explain the intricacies of each giving opportunity. For example, headlines used within a brochure on gift annuities included the following:

• “There are Two Different Types of Gift Annuities.” This explained the difference between single-life and two-life (or joint-gift) annuities.

• “How Much Income Can I Expect?” This included a table with ages and rates.

• “Why Should I Consider The Fund For Animals’ Charitable Gift Annuity?” This detailed the benefits of a gift annuity for both the donor and FFA.

The bequest brochure highlighted the value in making this type of contribution by emphasizing that a donor’s gift “gives you peace of mind today and gives animals in need the promise of hope for a loving, secure future.”