results

For planned giving marketing- absence of children tops the list

Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less. In 2012 Greg coined the phrase “Engagement Fundraising” to encapsulate his breakthrough fundraising formula for achieving extraordinary results. Using their own innovative strategies and technologies, MarketSmart helps fundraisers around the world zero in on the donors most ready to support their organizations and institutions with major and legacy gifts.

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. http://www.legacyleaders.ca/files/Russell%20James%20Report.pdf

2 responses to “For planned giving marketing- absence of children tops the list”

  1. Lorri Greif says:

    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.

  2. Lorri Greif says:

    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.

Leave a Reply

Your email address will not be published. Required fields are marked *

Get smarter!
Get smarter with the SmartIdeas blog

Subscribe to our blog today and get actionable fundraising ideas delivered straight to your inbox!