what makes them give?
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2012 Stelter Donor Insight Report. What Makes Them Give?. Latest Stelter Study finds influences and activities that yield planned gifts. Agenda. + Review of 2008 and 2009 research + 2012 survey details + Our findings + Recommendations. 2008 & 2009 Surveys. - PowerPoint PPT PresentationTRANSCRIPT
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
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The first studies to scientifically document the universe of bequest givers and prospects living in America
2008 & 2009 Surveys
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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
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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
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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
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U.S. residents age 40 and older
Whom did we survey?
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Current planned giversPeople who have a planned gift in place.
Whom did we survey?
15
Best prospects for planned giftsPeople who say they will definitely
or probably do so in the future.
Whom did we survey?
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Planned Givers
A Shifting Demographic
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Age
Age 40-49 Age 50-59 Age 60-69 Age 70+0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
21%
26% 27% 26%
40%
32%
18%
10%
Current Planned Givers Best prospects
181110
MaritalStatus
Married Single Widowed Divorced Refused/Not Sure
0%
10%
20%
30%
40%
50%
60%
70%65%
13% 13%9%
0%
54%
23%
7%13%
3%
Current Planned Givers Best prospects
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Current Planned Givers
Best Prospects
Midwest
29%
21%
West
30%Northeast
21%31%
South
20%
28%
20%
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The Path to Planned Gifts
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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%
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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
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Donors’ current planned gifts are likely the last.Do you expect to make additional planned gifts?
Based on current planned givers; n=134
No72%
Yes, to other charities
10%
Yes, to charity currently
supporting12%
Not Sure6%
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Have Chil-dren, 68%
No Chil-dren, 31%
Not Sure, 1%
The majority of current planned givers have children.
Based on current planned givers; n=134
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
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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.
Based on current planned givers; n=134
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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.)
64%
27%
12%
6%
5%
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
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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%
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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?
96
3
1
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+
Other
Not Sure
None
0% 10% 20% 30% 40% 50% 60% 70% 80%
39%
17%
19%
6%
2%
2%
45%
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%)
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Words of Wisdom
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66
56
45
44
40
34
30
30
20
17
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:
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Who did we survey?Begin communication to supporters by
the time they are middle-aged.
RecommendationsStelter’s Top 5
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Who did we survey?Focus planned giving messages on your most engaged donors, regardless of giving history.
RecommendationsStelter’s Top 5
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Who did we survey?Harness the influence of family.
RecommendationsStelter’s Top 5
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Who did we survey?Provide singles with more
and better attention.
RecommendationsStelter’s Top 5
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Who did we survey?Rethink legacy societies and
innovate stewardship.
RecommendationsStelter’s Top 5
What MakesThem Give?
2012 Stelter Donor Insight Report
Latest Stelter Study finds influences and activities that yield planned gifts