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A workshop presented by Boyd McBride and Jose Van Herpt at the 2013 CAGP National Conference.
SOS Children’s Villages Canada is a medium-sized Canadian charity with a not-so- big brand in the marketplace. SOS began its work in Canada from scratch less than twenty years ago. Over the years, it has built a modest donor base, and has slowly integrated different strategies and tactics to create a diversified mix of revenues and donors.
SOS knows the value of planned giving – yet it lacks the resources to assign big money or full-time staff to the effort. But that hasn’t stopped them from doing some very important work!
Legacy marketing has been strategically integrated into the SOS direct marketing program
SOS website has been re-designed to incorporate storytelling and to motivate donors to make bequests
SOS senior staff and volunteers synergize planned giving with major gift work in a seamless and effective way
Stewardship program at SOS has been carefully designed to make donors feel appreciated – AND to plant the seeds of legacy giving
SOS Children’s Villages is a case study that’s applicable to thousands of gift planners who aspire to more ambitious programs but who don’t have unlimited time and budget to dedicate to the effort.
The SOS gift planning program is lean, strategic and synergistic. It makes use of just about every available donor touch point to cultivate donor loyalty and commitment – and to leverage that loyalty into higher order giving. And the best thing is – NONE of this is rocket science! Once participants see how SOS has done it, they’ll realize that they can do it too.