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What Makes Them Give?

2012 Stelter Donor Insight Report. What Makes Them Give?. Latest Stelter Study finds influences and activities that yield planned gifts. Purpose. + To better understand how donors evolve from transactional givers to planned givers

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What Makes Them Give?

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  1. 2012 Stelter Donor Insight Report What MakesThem Give? Latest Stelter Study finds influences and activities that yield planned gifts

  2. Purpose + To better understand how donors evolve from transactional givers to planned givers + Gain insight into the types of interactions most likely to influence planned giving decisions + Gauge the effectiveness of nonprofits’ relationship-building efforts, and + Identify the types of appeals that best mirror a donor’s reasons to make a planned gift

  3. Survey Details

  4. Whom did we survey? U.S. residents age 40 and older

  5. 4 Who did we survey? Whom did we survey? Current planned givers People who have a planned gift in place

  6. Who did we survey? Whom did we survey? Best prospects for planned gifts People who say they will definitely or probably do so in the future.

  7. Who did we survey? Survey Details Personal interviews via land line and cell phone Approximately 15 minutes each Conducted in June 2012 by Selzer & Company, Inc.

  8. How reliable is our data? • 95% confidence • 19 times out of 20 findings would not vary by more than margin of error Margin of Error +/- 4.9 percentage points Margin of Error +/- 4.9 percentage points

  9. Planned Givers A Shifting Demographic

  10. Age

  11. 10 Income

  12. 10 11 Marital Status

  13. South 20% Northeast 21% West 30% Midwest 29% 21% 20% 28% 31% Current Planned Givers Best Prospects

  14. Political Affiliation

  15. The Path to Planned Gifts

  16. New donors are planned givers, too. History of annual donations to nonprofit before executing a planned gift 41% Gave annually for less than five years or neverat all. Based on current planned givers; n=134

  17. 38% of those who have a giving history, donated less than $500 a year Size of annual gifts is not a bellwether. 38% of those who have a giving history, donated less than $500 a year Amount of annual gifts to a nonprofit before making planned gift. Among those who have a history of giving; n=102

  18. Most planned givers act swiftly... Time elapsed from first serious thought of making a planned gift to finalizing planned gift documents Based on current planned givers; n=134

  19. Donors’ current planned gifts are likely the last. Do you expect to make additional planned gifts? Based on current planned givers; n=134

  20. Chosen Gift Types

  21. The majority of current planned givers have children. Based on current planned givers; n=134

  22. Most of those tell their children of their planned gifts. Among current planned givers who have children; n=91

  23. But charities may be kept in the dark. Have told or plan to tell a charity of their planned gift. Based on current planned givers; n=134

  24. The Influencers

  25. Interactions with potential influencers Current planned givers and best prospects. (Multiple answers accepted.) Family Is the most persuasive influence.

  26. Life transitions do not inspire most planned gifts. Life events that coincided with planned gift decision. (Multiple answers accepted.)

  27. Donor Stewardship

  28. Charities could improve their standingamong supporters. Respondents’ ratings for attention received from charities they support or plans to support with planned gift Excellent ratings are more likely from: Women 42% Men 31% Married people 43% Widowed/divorced 29% Never married 28% $100K+ households 44% <$50K households 29% Current Givers Who reveal their gift to the charity 62%

  29. Age 40–49 Most open to additional contact (53%), including 39% who would be open to more written. Age 70+ Most (75%) said neither, the highest of any demographic group. If any, what type of additional communication would be welcome?

  30. Few are members of a legacy society. Are you a member of a donor recognition club? Would you like to be invited to be a member? *Based on those who are not currently a member of a recognition club; n=344

  31. Most express little desire to expand relationships with fellow donors. Would like to feel more a part of a community of donors respondent supports.

  32. Who did we survey? Stelter’s Top 5 Recommendations Begin communication to supporters by the time they are middle-aged.

  33. Who did we survey? Stelter’s Top 5 Recommendations Focus planned giving messages on your most engaged donors, regardless of giving history.

  34. Who did we survey? Stelter’s Top 5 Recommendations Harness the influence of family.

  35. Who did we survey? Stelter’s Top 5 Recommendations Provide singles with more and better attention.

  36. Who did we survey? Stelter’s Top 5 Recommendations Rethink legacy societies and innovate stewardship.

  37. 2012 Stelter Donor Insight Report What MakesThem Give? Latest Stelter Study finds influences and activities that yield planned gifts

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