The Nature Conservancy (TNC) has been working for 75 years to conserve the lands and waters on which all life depends. As the world’s largest conservation organization, TNC uses a science-based, collaborative approach to address the twin crises of biodiversity loss and climate change.

That same practical, data-driven and partnership-focused spirit informs TNC’s charitable gift annuity (CGA) program. As a longtime, active member of the American Council on Gift Annuities (ACGA), TNC relies on ACGA rates, resources, and expertise in managing and administering its annuity program.  Adapting ACGA best practices has enabled  substantial growth of the CGA f

undraising program over the years. Revenue from matured CGAs regularly contributes millions of dollars to TNC’s conservation mission. 

Any team member of TNC’s Gift Planning Department has access to ACGA communications and educational resources.  TNC also regularly promotes the advantages of gift annuities to its membership base through a variety of channels.

TNC markets gift annuities to targeted prospects via direct mail, email and other digital channels. Each campaign asks donors to consider a gift that can generate a reliable stream of payments and support conservation work in the future. The appeals leverage TNC’s history, reliability and TNC members’ passion for the natural world. Some pieces include donor testimonials reinforcing the value of CGAs. 

 Join the thousands of people who have chosen this easy way to give.

"Along with what I leave through my estate plan, I have found establishing charitable gift annuities with TNC to be a great way to protect nature for years to come. I can save on taxes and secure my future in terms of ongoing income, and best of all, help support the future of all the great work that TNC does!"

-B. Lacy, Legacy Club member and life income gift donor

In addition, each issue of Nature Conservancy, TNC’s quarterly magazine targeting the majority of the membership base, includes an ad featuring CGAS or life income gifts more generally. While images and taglines may evolve, the ads reinforce that donors can generate a stream of payments while supporting the organization’s mission. The regular cadence of magazine advertising builds awareness among a broad base of members. All of the marketing channels drive donors online with QR codes and vanity URLS, while also offering them the opportunity to engage by phone or returning a reply card. 

While the creative strategy and key messaging of TNC’s marketing varies, raising awareness of CGAs as a giving option remains a priority for TNC. The resources, best practices and industry partnerships provided by ACGA help to sustain TNC’s gift annuity program and ensure that these opportunities remain available for donors (and TNC) year after year. 

Watch this video for a testimonial from two of TNC's CGA donors who are proud to promote their love of nature.