Thanks for visiting PGBuzz, Pentera’s blog of the hottest headlines in planned giving. Our blog has moved to a different URL.
Please visit our new blog for more recent posts at www.pentera.com/blog. See you there!
When marketing to donors, how much should you focus on the tax benefits of a charitable gift? Some research has indicated that tax benefits are a small part of the charitable gift decision, and some in planned giving have suggested downplaying tax benefits in marketing. But here's the rub: Researchers also know that the answers to their survey questions are often affected by "social desirability bias": Who wants to admit that one of their main reasons for making a gift to charity might be the tax benefits?
Two recent findings about tribute gifts may help with your planned giving marketing strategies with prospective donors: