Please stop doing this. Now, right now.
It suppresses response to your appeal, as well as suppressing average gift. And I have data to prove it.
Why? Because it is a distraction.
But you're missing the opportunity to talk about bequests, right?
Yes and no. Yes in one sense you are, but refer my previous point about suppressing appeal performance. And the key thing is there are other much more effective ways to talk to people about bequests. I've blogged lots about this, most recently here.
Anyway back to the data. We tested this for a client last year. One group included a tick box about receiving information on bequests. The other group did not.
The response in the group without the tick box had a response rate 1% higher than the group with the tick box, and an average gift almost $2.50 higher.
Both of these differences were statistically significant, thus proving the inclusion of this request suppresses the overall return of that appeal.
It comes down to telling donors the single most important thing you want to tell them right now. Don't confuse the message, keep it simple.
Use other opportunities (separate bequest communications, surveys etc) to talk about bequests. It really is the most effective way to grow your bequest program.
PS - For those interested in what the 'ultimate bequest program' looks like, check out a presentation I delivered a little while back on this.