Tips for Bequest Prospecting With Direct Mail

According to Gill, bequests require two actions:

1) the donor needs to work with a professional advisor to create a will or living trust; and

2) the donor can choose to tell the charity that he/she has made a charitable bequest in his or her will.

Direct mail can motivate individuals to do both of these things. The goals of bequest prospecting are to emphasize the importance of having an estate plan; inspire donors to work with you; start the conversation with them; and ultimately get them to a point where they request additional information.