Janice R. Moro
August 12, 2014

       Executive Summary:








Artsmarketing Services Inc. (AMS) in partnership with Seattle Children’s Hospital (SCH) has conducted three highly successful planned giving telefunding campaigns in 2007, 2010 and 2014 yielding over $71 million in bequest confirmations and considerations.


The AMS strategy is built on five (5) key tenets:  data analytics; middle donor expertise; relationship deepening with high-touch telephone contact; planned giving bequest identification; and planned giving bequest gift confirmation.  Data mining is achieved through ALCHEMY – proprietary AMS software that provides industry-leading analytics, comprehensive campaign reporting, and seamless integration with any CRM or fundraising tool on the market.  With over thirty years’ industry experience, AMS has developed a sophisticated approach to the invaluable middle donor segment – a loyal segment with the highest propensity for legacy giving.  AMS champions the middle donor and understands how to uncover the untapped potential of your middle donors. While the telephone remains an important part of any sound direct marketing strategy, the middle donor segment happens to be particularly delighted by relationally-focused telephone engagement.  AMS delivers quality telephone discussions.  We deepen relationships with your planned giving donor audience through professional conversations by our highly trained, industry-leading telephone staff.  Planned giving bequest identification identifies prospects that have identified your organization in their bequest gift planning and clarifies those prospects that have not yet identified your organization in their bequest gift planning but would be interested in continuing a conversation about a bequest.  Bequest gift confirmation focuses on reconfirming all planned gifts that were identified in the bequest identification phase.


SCH is planning Campaign Number 4 which will commence with AMS in the near future.  Meanwhile, SCH will pursue ongoing stewardship of the over 1,900 middle donor bequest confirmations and intentions that the AMS telefunding campaigns have uncovered.  The partnership with SCH and AMS continues to be an example of smart and well-executed strategy to a target segment-the middle donor-that deserves significant attention and will yield formidable results.  Like SCH, a planned giving campaign with AMS will invigorate and transform legacy giving in your organization.


Read more: Leveraging the Invaluable Middle Donor



Mark Douglas Trask

Vice President, Marketing and Sales

Artsmarketing Services Inc.


416-941-1041 ext. 225

James Ramsay

Director of Marketing and Sales

Artsmarketing Services Inc.


416-941-1041 ext. 248




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