Proof That Older Donors Respond to Planned Gift Marketing Efforts Online (Using Engagement Fundraising Tactics)

MarketSmart characters
MarketSmart lightbulb icon

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.

We examined 55,353 donor responses to our clients’ online planned giving engagement offers and here are the results of the self-reported ages of those donors/respondents.
58% of the respondents are over 60!  
29% are over 70!!
If you are not using digital channels effectively to promote planned gifts, you’re either wasting money, missing the boat or both.
Key Findings

Notify of
Newest Most Voted
Inline Feedbacks
View all comments
Claire Meyerhoff
Claire Meyerhoff
8 years ago

Good stuff!

Becky Carter
Becky Carter
8 years ago

Yes, Amen!

Get smarter with the SmartIdeas blog

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