Genworth Financial Inc. has been appealing to life producers’ sense of generosity to increase sales of fixed life insurance.[@@]

Genworth, Richmond, Va., started a campaign in late 2004 that offered life agents and brokers a $20 donation in the producer’s name to charity for every 2 fixed life policies submitted and paid for during the contest period.

The producers could direct contributions to the NAILBA Charitable Foundation, Fairfax, Va., or 1 of 4 other charities.

The contest, which also gave producers a chance to win prizes such as plasma television sets, worked about as well as conventional sales incentive contests and raised about $70,000 for charity, Genworth says.