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Planned Giving Research Insights

The Stelter Company has reported on its recent survey research (phone survey targeting age 40+ donors) regarding planned giving.

Some findings from their report — What Makes Them Give? [1] (registration required to download):

Lack of previous engagement … not just the major donors … speed of action. Some counter-intuitive stuff here, no?

Using the survey data, the report offers an excellent discussion of donor stewardship, particularly with respect to donor communications.

Out of ten tested messages, which most resonates with planned givers? 66% want simply “to make the world a better place”.

Stelter’s top five recommendations …

  1. Increase communication to middle-aged supporters.
  2. Focus planned giving messages on a wider variety of donors.
  3. Harness the influence of family.
  4. Provide singles with more and better attention.
  5. Rethink legacy societies.

Worth a read [1].

Tom