Gifts in Wills Global Strategy
Case Study: Animals Asia Foundation
Animals Asia is devoted to ending bear bile farming and improving the welfare of animals across Asia.
Founded in 1998, the Animals Asia team has been rescuing bears since 1994. They operate award-winning bear sanctuaries in China and Vietnam and are the only organisation with a bear sanctuary in China.
Animals Asia’s founder and CEO, Jill Robinson MBE, Dr med vet hc, Hon LLD is widely recognised as the world’s leading authority on the bear bile industry, having campaigned against it since 1993.
The charity promotes compassion and respect for all animals and work to bring about long-term change in Asia, through work to end bear bile farming and their cat and dog welfare and animal sentience and welfare programme
Project Summary
In the last few years Animals Asia has been mostly focusing on digital acquisition. Low level work has taken place on legacy marketing with some campaigns and prospecting. With the increased sector focus on gifts in Wills they were keen to make this crucial area a focus over the coming years and wanted to build a strategy to take their tactical programme to a long-term stable plan.
With the in-market opportunity for gifts in Wills, Animals Asia wanted a consultancy partner to guide them through a plan to roll out globally, enhancing their supporter journey and to build a strong pipeline of future income, to underpin their essential work supporting the bears and beyond.
Project Actions, Impact and Results
Project Actions
AskRIGHT delivered a three-part project to create a gifts in Wills strategy, analyse results and design marketing and income pipelines to forecast gifts in Wills income and potential prospects, and built supporter journeys for Animals Asia’s gifts in Wills supporters. Each piece of work was done in stages, but all worked together to form an overall gifts in Wills recommendation. At each stage of the project, findings were presented back to the team, and we worked collaboratively to ensure all project milestones were being met.
Impact and Results
At the end of the project, Animals Asia had a gifts in Wills strategy that provided a framework for this area of fundraising for their global teams. Within this, two separate pipelines were built; one that forecast income, and one that generated a future value, based on the number of prospects in Animals Asia’s pipeline. The final piece of work was a tangible supporter journey to guide Animals Asia donors through the stages of preparing and pledging to leave a gift in their Will.
Testimonial
"From our first meeting with AskRIGHT, we knew we had a key partner that really understood our needs from the outset. The project went without a hitch with clear milestones and communication throughout, and delivered on time to the satisfaction of all stakeholders who were clearly impressed with how smooth it all was! I would highly recommend AskRIGHT and look forward to working with them again in the future."
Rita Ip, Global Head of Retention and Legacy
Animals Asia Foundation