4 signals donors give that they just might include you in their wills

Which of your donors are most likely to leave you in their wills?

Here’s some data from the Stelter Blog, at 4 signs that you have a good planned giving prospect:

  1. Affinity/Loyalty. They have to feel connected with your organization. You can tell who’s connected if they’ve made donations for 5+ years, if they’ve given 15 or more times (5 or more for higher ed donors).
  2. Age 60+. Yes, people younger than 60 should have estate plans, but most don’t. Focus on your older donors, though it may be smart to start the conversation with donors 50 and up.
  3. No Children. The kids are in line ahead of you. But those without children are far ore likely to include a charity in their will.
  4. Given in Last 3–5 Years. You might consider these donors as “lapsed” — and they are, by typical fundraising standards. But they make strong prospect for planned giving.


Comments

4 responses to “4 signals donors give that they just might include you in their wills”

  1. What would you say to nonprofit that solicited me by mail for a bequest even though it had been more than ten years since I’d given, after being fairly regular up to this point?

  2. What would you say to nonprofit that solicited me by mail for a bequest even though it had been more than ten years since I’d given, after being fairly regular up to this point?

  3. I’d say they are desperate and/or sloppy!

  4. I’d say they are desperate and/or sloppy!

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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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