The Planned Giving Blogger

The art and science of planned giving.

The holy grail of fundraising.

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The Agitator is the one fundraising blog I read religiously because it so often contains really useful information.  Recently, The Agitator’s authors, Roger Craver and Tom Belford, published two white papers based on their research that have implications for planned giving marketing.  Donor Loyalty:  The Holy Grail of Fundraising and Donor Superstars are available on their website for a small fee (and worth every penny).  These papers focus on two groups of “donor superstars:”  “Loyalists” and “Recruiters.”

Loyalists are donors whose survey responses indicate they have:  (1) given two or more years to a given charity/cause or give to the same groups year after year and give to some group on a monthly basis.  Recruiters are donors who have either (1) “often” urged someone else to make a donation or describe themselves as a committed recruiter.

What Roger & Tom found is that 13% of Loyalists have a will with a charitable gift but an astonishing 35% have no will yet but would anticipate including a charitable gift.  Eighteen percent of Recruiters have a will with a charitable gift and a truly phenomenal 42% have no will yet but would anticipate including a charitable gift.

I previously wrote about how to select bequest prospects for planned giving marketing and I’d like to amend my recommendations and suggest including your Loyalists and your Recruiters, too.  How can you identify them without the benefit of surveying them?  If you have monthly givers who have given to you for two or more years that would seem to qualify the donors as Loyalists.  And, if you have an integrated database that enables you to identify donors who have used peer-to-peer fundraising tools available on your website, that would seem to qualify those donors as Recruiters.  Recruiters skew younger than Loyalists which makes sense if they’re using online tools.  So, this might be a good audience of younger donors for an investment of your planned giving marketing dollars.



Written by Phyllis Freedman

July 20, 2009 at 11:50 pm

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