Get this scenario: A non-profit organization decides they want to start or ramp up their planned giving campaign to raise or increase funds for the organization. The first instinct is to immediately think this would be a campaign targeted at those who are leaning toward their older years, right? Those people who are 65 years young plus.
Check out this short article published by the Non-Profit Times that I received today. You may be surprised and it could shake up who you target for your Planned Giving Campaigns:
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Planned Giving…
7 donor prospect segments
In these days when everyone is the star of his/her own reality series (aka Life), it can be difficult for nonprofit fundraisers to send effective requests to donors. If everyone is an exotic island, won’t every individual respond only to a personal pitch?
Speaking at the Association of Fundraising Professionals’ international conference on fundraising, Larry Stelter of The Stelter Company shared the results of studies undertaken in 2008 and 2009 to gain insight into the donor universe.
Stelter advised that it is never too soon to prospect donors for a place in their will, ironically because older prospects are often resistant to making such an inclusion and once an organization is in a will, it is seldom removed from it. Stelter also offered a closer look at the prospect segments that he has ascertained. They are:
• The Secret Givers. They are less educated, less affluent and younger than the norm.
• The Movers. They are young, affluent, educated and interested.
• Age 30-39. They don’t know the lingo, they haven’t been approached and they are open to giving.
• Age 40-49. They are largely outside the conversation, and they are the generation most open to planned giving and to sharing their inheritance.
• Age 50-59. They are the hardest hit by the recent economic downturn and they are lukewarm to planned giving.
• Age 60-69. They are knowledgeable about planned giving, but that does not raise their interest.
• Age 70+. They are least interested in planned giving and most interested in directing money toward family and friends.
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