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