Being Proactive for Your Clients: Year-end Giving

As we approach year-end and the holiday season is almost among us, your clients may begin to think about making donations to charities and causes that mean most to them. They may also come to you for advice as to which giving vehicles may be best for them. Or, perhaps, YOU want to be proactive, and you approach your clients regarding the pleasant subject of charitable giving.

No matter which way the subject comes about, PlannedGiving.Com has provided a cheat-sheet that provides general insight into donor characteristics. 

 

Annual Fund

Bequest

Gift Annuity

Charitable Trust

Major Gift

Age

All

Old¹

60s-70s

45-65

30s-70s

Gender

Both

Female (Both)²

Both (Female)

Male (Both)

Male (Both)

Marital Status

All

Single (Married)²

All (Single)

Married

All

Children

All

Empty Nest (None)

Empty Nest

Empty Nest or at Home

Empty Nest or at Home

Income

All

Above Average

Above Average

Upper

Upper

Wealth

Not a Factor

Not a Factor

Above Average (Middle)

Upper/High

Upper/High

Visible Assets

Not a Factor

Not a Factor

Not a Factor

Identifiable

Identifiable

Financial Outlook

All

Fiscally Conservative

Fiscally Conservative

More Aggressive

More Aggressive

Risk Tolerance

All

Low

Low

Moderate to High

Moderate to High

Previous Giving

All (Loyal)

Long-term & Modest

Long-term

Shorter Term, Increasing

Shorter Term, Increasing

Nonprofit Connections

All

Below Radar

Below Radar

Leadership Roles, Visible

Leadership Roles, Visible

Religious Affiliation

All

Religiously Affiliated

Religiously Affiliated

Not a Factor

Not a Factor

Nonprofit Interests

Institutional Loyalty (Project or Program)

Institutional Loyalty (Project or Program)

Institutional Loyalty (Endowment)

Varies

Project or Program

Descriptor

“Loyal Donor”

“Lifestyle Donor”

“CD Investor”

“Equity Investor”

“Passion for the Cause”

 

 Notes: Characteristic within (parenthesis) is the strong secondary tendency.

1Old at date of gift, but on average people first place charity in their wills in the early 40s.

2Most bequests are received from single women because they tend to be the spousal survivors or were never married.

By: This chart was provided by PlannedGiving.Com.  Thank you for this beneficial information!

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