Challenges
World Vision NZ tasked us with sourcing strong bequest leads rather than generating immediate income.
Strategy
World Vision NZ were pretty confident they had supporters who would be interested in leaving them a bequest – but they wanted to find out more about them.
Our main objective for this campaign was to gauge how engaged the selected segment was with World Vision NZ and to ascertain their affiliation with the cause through a series of guided questions.
We developed a bequest questionnaire and supporting mail and email communications to help World Vision NZ understand the motivations of the segment they’d identified – and help them nurture bequest prospects on the conversion journey.
Outcome
World Vision NZ identified more than 1,800 strong bequest prospects, in addition to more than 200 confirmed, intending, or considering bequestors.
They also discovered that their bequest audience was highly engaged in digital communications, providing valuable insight for future bequest activity.
The survey results alone delivered the potential to raise more than $6.7 million in bequest income.
Creative
- Concept Development
- Strategic Guidance
- Graphic Design
- Copywriting
Partner
Tone Studio
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