Mentioning Tax Deduction Up Front Increases Charitable Interest

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?

More Women Make Tribute Gifts, Which Can Be Inspired by Specific Strategy

Two recent findings about tribute gifts may help with your planned giving marketing strategies with prospective donors:

Estate Plans More Likely to Include Planned Gifts

New research findings show that it is more crucial than ever for planned giving professionals to encourage estate planning. According to updated statistics by planned giving researcher Russell James of Texas Tech University, the use of wills is continuing its decline in the United States while the use of funded trusts is up - and most important, those who do have an estate plan are more likely to include a charitable beneficiary.

While Women Are More Altruistic, Egoism Plays Important Role in Giving

Women are more motivated to give to charity by altruism and by trust in an organization, according to new research presented at a symposium panel moderated by Pentera President & CEO Claudine A. Donikian. While the research applies to outright gifts, it lines up well with previous research on planned gifts and on women in philanthropy.

Pentera CEO Claudine Donikian to Moderate Session on Motivations of Donors

Pentera President & CEO Claudine A. Donikian will be moderating what should be a fascinating session on the latest research on the motivations of donors at the Lilly Family School of Philanthropy's annual symposium Oct. 30.

Experts Russell James and Claudine Donikian Discuss Words That Encourage Planned Giving

On May 28, planned giving researcher Russell James of Texas Tech University and Pentera CEO & Chief Marketing Officer Claudine A. Donikian will present a session on "Words and Phrases That Encourage Planned Giving" at the annual conference of the Philanthropic Planning Group of Greater New York (PPGGNY). The presentation is based on new research by James and on Donikian's research of Pentera clients and expertise in marketing communications.

New Statistics About Minorities and Planned Gifts

While the vast majority of planned gifts are from the majority group identified as “non-Hispanic whites,” recent research shows strong charitable intent among minorities who do estate planning.

Planned Gifts Increase Annual Gifts, Study Finds

Planned gifts, rather than cannibalizing annual giving to charity, actually trigger increases in annual gifts, according to new research that should allay the fears of some nonprofit fundraisers.

Top Predictors of Charitable Estate Gifts

Here’s a little quiz for you: Put in order the top five non-financial predictors of a charitable estate gift at death:

The New Gender Gap Among Highly Educated Donors

It’s not surprising that new research substantiates that highly educated Americans are more likely to be philanthropic. But it is surprising who these highly educated Americans are most likely to be:

Married Male? Unmarried Female? Who Is the Most Charitable?

The stereotype has existed for about a century: A rich American businessman magnanimously distributes his largesse while his demure wife looks on approvingly, and his will handles the bulk of the family fortune. Planned giving responded accordingly for many decades, seeking donors who fit that profile.

The trouble is that it isn’t true anymore.

The Last Will and Testament Is the Most Charitable One

Of all the fascinating planned giving research that has emerged in the past few years, here is the most startling and confounding statistic:

Within the last five years of life, two-thirds of those who leave charitable bequests answer “no” to the question, “Have you made provisions for any charities in your will or trust?”

Should You Market to Younger or Older or Both?

You’ve heard about one groundbreaking study that says to market bequests to those aged 40-60. Then another groundbreaking study comes out more recently saying that most of those who make charitable estate gifts add them in their 70s and 80s, within five years of death. And you’re left scratching your head.… Which strategy is best? Yes, it is confusing! But the solution is simple: It turns out that both studies are right and you should follow exactly what Pentera has been advising clients to do for years.

5 Ways to Screen Women Donors

There’s been a lot of buzz the last couple of years about women being the new market for planned giving donors—and the research backs that up (see Pentera’s whitepaper on Women in Philanthropy). But how do you know how to identify the best women candidates?

Who’s In and Who’s Out? The 4 Markets You Better Not Ignore

You may have one or more massive donor lists and need to pare down the number you plan to contact. But how do you decide who’s in and who’s out? One way is to look at broad categories of those who are likely to be more open to a planned gift: the wealthy, women, volunteers, and loyal donors. There are solid reasons, based on academic research and Pentera’s vast experience, that these four groups are likely to include prime candidates for planned gifts.

Charitable Boom Is Coming, But Not for Several Years

Demographics point to a significant boom in charitable planning beginning in about five years—and that eventually should mean a healthy increase in planned gifts received by charities.

Get Them to Volunteer and They Will Give

Offering meaningful volunteer opportunities to prospective donors—like serving on your board—may help generate more and larger charitable gifts, according to the latest results of two ongoing research studies. Both studies found a significant increase in volunteering over the past decade—and statistical correlations between volunteer work and charitable giving: