A client recently noted that since they didn’t have any wealthy constituents, planned giving probably wouldn’t work for their nonprofit. While the latest research shows that people who earn $100,000 and above are more likely to leave a charitable bequest, don’t forget about those loyal folks who have donated continuously—even small, annual gifts—to your organization.
Frequency and longevity of giving, as well as whether potential donors have children, are equally critical criteria for planned gift donors. People who are highly educated and those who have religious affiliations are also more likely to put a nonprofit in their will.
And remember that bequests, which are more than 80 percent of all planned gifts, require good stewardship, because most people change their will several times.
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