Younger Prospects For Planned Giving?
Fundraising consultancy The Stelter Company argues that fundraisers should be targeting a younger age segment than traditionally the case for planned giving.As reported in Fundraising Success, they have conducted a study indicating that 41% of adults prepare a will by the time they reach age 40, and that the percentage bumps up to a whopping 84% for those age 40 and younger with average annual incomes over $100,000.Our own DonorTrends 2008 survey yields a somewhat more conservative picture. We found that 21% of active post-Boomer donors (those born after 1964, making the oldest age 44) have a will, and that slightly over a third of these have already included a charitable gift.Still, a sizable segment, about 8% of post-Boomer donors … and indicative of serious potential. Fully 59% of the post-Boomer donors (compared to 32% of all adults) say they would anticipate including a charitable gift if they made a will.”How low do you go” age-wise in introducing planned giving options to your current donors? Do any Agitator readers make a specific appeal targeting younger donors for planned gifts?Tom
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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