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.
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>> 7 Simple Lessons to Remember from Dr. Russell James About Planned Gift Marketing
>> Are you measuring the right performance metrics?
>> Words That Work: Phrases that Encourage Planned Giving
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