Planned giving prospects demonstrate significantly different wealth and philanthropy characteristics from major gift prospects.
Planned giving prospects demonstrate significantly different wealth and philanthropy characteristics from major gift prospects. Traditional wealth markers, such as value of real estate, are not accurate indicators of planned giving. The philanthropic activities, such as significant political giving and prior major gifts, that are strong predictors of future major gift philanthropy, are also not accurate indicators of planned giving. The key factors in identifying planned giving prospects are loyalty to the nonprofit, as evidenced by the number and frequency (not the dollar amount) of gifts, and the age of the prospects.
For purposes of this White Paper, we do not differentiate between gifts given before death and gifts given at death. There is currently no methodology to predict what type of planned giving program will most appeal to any specific donor. The information in this White Paper is applicable to all types of planned giving, including bequests, trusts, and other planned giving vehicles.
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