What Makes Them Give?

What MakesThem Give?

2012 Stelter Donor Insight Report

Latest Stelter Study finds influences and activities that yield planned gifts

Agenda+ Review of 2008 and 2009 research

+ 2012 survey details

+ Our findings

+ Recommendations

The first studies to scientifically document the universe of bequest givers and prospects living in America

2008 & 2009 Surveys

2008 Survey

Objectives

+ Scientifically document the world of bequest givers.

+ Confirm current strategies that help nonprofits succeed in identifying and cultivating bequest givers.

+ Develop data-driven tactics to help make nonprofits even more successful.

2008 Key Findings+ 7% of population has included a charity in will

+ An additional 10% plan to

+ Younger donors more open to including charity in will

+ Once a nonprofit is in a will it’s rarely removed

+ 42% prefer initial contact about planned giving via the mail

+ Only 36% had notified the nonprofit of their plans

2009 Survey

Objectives

+ To measure awareness of planned giving and ways to make a planned gift

+ To test acceptance of planned gifts among people who stand to lose inheritance in the deal

+ To better understand the economy’s impact on giving

+ To expand our knowledge of giving to include people in their 30s

2009 Key Findings+ 62% NOT familiar with term ‘planned giving’

However, were familiar with ‘ways’ to make a planned gift

+ 78% NEVER approached about a planned gift

Application of 2009 Findings

+ Education is key!

Great opportunity with retirement plan assets

Easy to move prospects toward PG - in the course of an 11 minute interview, the pool of likely prospects grew 60%

+ Continue to expand your definition of a good prospect.

Start communicating with younger donors

Don’t ignore your older donors, just understand the challenges

Deeper dive into the universe of bequest givers and prospects living in America

2012 Survey

Survey 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

U.S. residents age 40 and older

Whom did we survey?

Current planned giversPeople who have a planned gift in place.

Whom did we survey?

Best prospects for planned giftsPeople who say they will definitely

or probably do so in the future.

Whom did we survey?

Planned Givers

A Shifting Demographic

Age 40-49 Age 50-59 Age 60-69 Age 70+0%

26% 27% 26%

Current Planned Givers Best prospects

181110

MaritalStatus

Married Single Widowed Divorced Refused/Not Sure

70%65%

13% 13%9%

Current Planned Givers Best prospects

Current Planned Givers

Best Prospects

Midwest

30%Northeast

21%31%

The Path to Planned Gifts

History of annual donations to nonprofit before executing a planned gift

New donors are planned givers, too.

Based on current planned givers; n=134

41% Gave annually for less than five years or never at all.

<$10011%

$100-$19919%

$200-$49913%

$500-$99914%

$1,000-$4,99925%

$5,000+18%

Size of annual gifts is not a bellwether. Amount of annual gifts to a nonprofit before making planned gift.

38%of those who have a giving history, donated less than $500 a year

Among those who have a history of giving; n=102

43%of those who have a giving history, donated less than $500 a year

Donors’ current planned gifts are likely the last.Do you expect to make additional planned gifts?

Yes, to other charities

Yes, to charity currently

supporting12%

Not Sure6%

Have Chil-dren, 68%

No Chil-dren, 31%

Not Sure, 1%

The majority of current planned givers have children.

25Most of those tell their children of

their planned gifts.

Children Know, 81%

Children Don’t Know, 19%

Among current planned givers who have children; n=91

But charities may be kept in the dark.

Don’t plan to tell charity, 49%

Told or plan to tell charity, 49%

Not Sure; 2%

Have told or plan to tell a charity of their planned gift.

The Influencers

28Interactions with potential influencers

Current planned givers and best prospects. (Multiple answers accepted.)

FamilyIs the most

persuasive influence.

29Life transitions do not inspire most

planned gifts.Life transitions that coincided with planned gift decision. (Multiple answers accepted.)

0% 10% 20% 30% 40% 50% 60% 70%

None/Not sure

Death in the family

A windfall or inheritance

A birth in the family

A job change

Donor Stewardship

31Charities could improve their standing

among supporters.Respondents’ ratings for attention received from charities they support or plans to support with planned gift

Excellent, 37%

Good, 35%

Just Fair, 13%

Poor, 5%

Not Sure, 10%

32Excellent 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%

No, 85%

Yes, 14%

Not Sure, 1%

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?

Would you like to beinvited to be a

member?*

Not sureNoYes

*Based on those who are not currently a member of a recognition club; n=344

34A majority regularly use at least one of

these social media sites: Facebook

Google+

Twitter

Not Sure

0% 10% 20% 30% 40% 50% 60% 70% 80%

35Facebook is the preferred network for

interacting with charity.Interested in getting updates from supported charities and connecting with other supporters through the site. (Multiple answers selected.)

Age 40–49More likely than average to show interest in connecting via Facebook (24%)

Words of Wisdom

0 0 0 0 0 1 1 1

Charitable gifts make the world a better place

Makes people feel good

Can direct donations to specific causes

Receive more back when giving to charity

Good way to connect with like-minded community

Giving reduces need for government to help needy

Wise not to give heirs enough to do nothing

People have an obligation to give

Donors to charities are admired

Good way to pay less in taxes

Would strongly influence decision to make a planned gift to charity:

Who did we survey?Begin communication to supporters by

the time they are middle-aged.

RecommendationsStelter’s Top 5

Who did we survey?Focus planned giving messages on your most engaged donors, regardless of giving history.

Who did we survey?Harness the influence of family.