Proof that planned gifts increase annual giving revenue

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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 really need to thank our lucky stars for Dr. Russell James!
 
He painstakingly reviewed 20+ years worth of data from a federally funded, national, longitudinal study conducted by the National Institute on Aging. Why? Because it included giving behavior of people in the U.S. several years before they added a charitable gift component and after.
 
What he found was the following:
The average annual gift among those studied increased by 75% ($3,171) after making a planned gift.
Proof that planned gifts increase annual giving
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>> Words That Work: Phrases that Encourage Planned Giving
 

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