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Institution has dramatic success from NOBLE
A prestigious educational institution wanted to understand their largest donors’ reasons for giving. They also needed to learn their intentions toward a bequest. After an in-depth input process at the campus, Verdi developed a NOBLE methodology to learn each donor’s primary motivation for giving to the institution. With this well-crafted communication, the school obtained a 31% response rate from the donor motivation efforts. The results permitted Verdi to assign NOBLE codes to the entire major donor file.
In addition to fulfilling the primary mission of segmenting the major donor base according to donor motivation, Verdi was able to identify twenty alumni who stated they had already included the institution in their will (prior to the survey, the school was unaware of these!). Further, 57 more said they would consider making a bequest. This initiative alone
delivered more planned giving leads than the institution had ever had at one time!
Outbound mailings lift efforts for planned giving
Verdi used the NOBLE codes gained from the donor motivation efforts to tailor the messaging for a communication that was aligned with giving motivations. The outbound direct mail and email communications introduced a message about an alumnus who had served in WWII and owed his success and ultimately his survival to lessons learned at his alma mater. The warrior’s story was told differently for each of the five NOBLE segments in order to best support each motivation to give to the school.
The value of this brave soldier’s wisdom and the value of passing wisdom on to the next generation were built into the offer (see photo of book: “The Wealth of Your Life”). The response was excellent, generating seven requests to have personal meetings with the Planned Gift Officer, plus 34 requests for the book. Based on the number of alumni
mailed, the institution was thrilled with the results.
© 2014 The Verdi Group, Inc.
