Report: Target Donors 40 and Older for Planned Gifts

“Many people are simply not on the radar of nonprofit development people because they are considered too young or their income is perceived as too low,” Stelter Company president and CEO Larry Stelter said in a press release. “Our research has shown the development people are misguided on both counts and are, therefore, missing many potential donors.”

Hutney says this research should really help nonprofits come up with a planned-gift strategy.

Based on this information, Hutney suggests nonprofits use 25 percent of their budgets to attract those between the ages of 40 and 54; 55 percent on those ages 55 to 69; and 15 percent on those 70 and older.

“The remaining 5 percent should be used as a placeholder for current givers,” Hutney says. “There is no one-size-fits-all strategy, but this is a good baseline.”

The scientific study was conducted in February and March 2008, and is based on interviews with adults age 40 and up throughout the United States. The margin of error is plus or minus 3.3 percentage points.