What age group responds to planned giving email marketing the most?

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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.

What age group responds to planned giving email marketing the most? The following chart shows the age breakdown for the leads we generated and gifts we uncovered for one of our clients.


It’s interesting that there are quite a good number of 25-54 year old respondents interested in planned giving estate planning information.  Furthermore, it’s also interesting that there are quite a number of 65+ respondents.

How did we get this information? 

We sent out about 300,000 emails over the course of the year and generated about 3,500 requests for information.  Among the requests, many asked us to email the information to them.  We took those emails and appended age data to them.  Only a certain percentage of those emails had age data available.  The chart above shows what we found.

Time to think again?

If you want to generate leads and find “hidden” planned gifts, email marketing works.

If you think that the responses you get will only come from younger donors, you might want to think again.


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2 responses to “What age group responds to planned giving email marketing the most?”

  1. Hi Greg
    Great data! Thanks so much for sharing. Any chance you can further break out the 65+ group? I’m not surprised 65 year olds are online. What about those 75+? Or even 80+? Those are the people I think some in our field believe aren’t online.
    Regards, Phyllis

  2. admin says:

    Unfortunately the data appending firm we used only reported that group as “65+”. For those of us in planned giving marketing, I agree that it would be great to know how many folks are over 75 or 80. But, they lumped all those folks into one category.
    I’d bet most are 65-70. According to Pew’s new study, internet use drops off significantly for those who are 76+ (G.I. Generation). Only 34% use the Internet regularly.
    Personally I feel that most folks over 75 have already made their Legacy plans. But I don’t have any research to support my theory. Keep in mind that the average life expectancy is around that age too.

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