We don’t have wealthy prospects. Does it make sense for us to pursue planned gifts?
Yes! Planed giving is “philanthropy for the rest of us.” Most planned gifts, in fact, are not from wealthy donors. Wealth screening and demographic criteria alone are poor predictors of propensity to make a planned gift. The highest predictor is institutional loyalty. Remember: Most legacy donors give small annual gifts year after year rather than larger donations: 69% of planned giving donors give less than $500 per year and are unrated prospects! Planned gifts allow people of any income level to make an impact. Related article: Planned Giving Myths (and facts).