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Jul 31, 2018

Planned Giving – Lowering the Bar

As I mentioned in my last blog, we recently did a large sample national survey of donors in the United States. We asked a wide variety of questions and we will be blogging about some of their answers over the next few weeks. This is our second blog on planned gifts.

Check out this graph:

Not surprisingly, the higher the annual income of the donor, the higher the probability they have already included a charity in their estate plan (blue bar).

But what’s surprising is that the biggest opportunity for winning new estate gifts (orange bars) are from donors in the $75,000-$250,000 annual income group.

Usually, most charities go after their most wealthy donors when prioritizing estate gifts prospects. Our survey data shows that if we lower the income bar we will close more estate gifts.

The Regression to the Mean has Begun

A year ago, all of us in the business of fundraising were nervous. Lockdowns were taking place across the world, there were shortages of toilet paper and no one was sure how donors would respond. No one could have predicted that donors would respond in a such an...

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December 31 Emails

This past year, we tracked email solicitations for both Giving Tuesday and December 31 (your can read about Giving Tuesday here: https://www.analyticalones.com/giving-spam-tuesday/). We wanted to compare these two critical days of email fundraising. Here are some...

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Giving (SPAM) Tuesday

This year, the whole Analytical Ones’ team tracked our the number of emails we received from organizations, how many we received, our relationship with the organization (active donor, lapsed donor or new donor acquisition), and, when we received the email. Here is...

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