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For planned giving marketing- absence of children tops the list
For planned giving marketing, determining who to target is always a tricky task. There’s lots of literature out there on this subject. But I found this little nugget that really stood out from the pack.
According to Russell N. James III*, “The most dominant factor in predicting charitable estate planning was not wealth, income, education, or even current giving or volunteering. By far, the dominant predictor of charitable estate planning was the absence of children.”
*Source: “Causes and Correlates of Charitable Giving in Estate Planning: A Cross-Sectional and Longitudinal Examination of Older Adults,” Association of Fundraising Professionals, July 2008. https://www.legacyleaders.ca/files/Russell%20James%20Report.pdf
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Feeling like your job is getting harder because donor expectations have changed and competition for the charitable dollar is growing?
Finding that the old orthodoxies and conventions espoused by so-called experts in online echo-chambers and at conferences don’t work anymore?
Want to help more people make impact by facilitating their acts of philanthropy but feel like too many obstacles keep getting in your way?
Then this book is for you.
Engagement Fundraising was developed from the perspective of a donor who discovered firsthand that the impersonal, spray-and-pray approaches of his beloved charity were not only offensive but also wasteful and ineffective. So he took action. And now, you can too.
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You betcha! It’s so major it’s one of the factors incorporated into our JumpStart analysis for pinpointing and targeting best prospects for a planned gift.
You betcha! It’s so major it’s one of the factors incorporated into our JumpStart analysis for pinpointing and targeting best prospects for a planned gift.