Our clients come in all shapes and sizes, so one might expect their planned giving programs to differ. It’s understandable then, that the age ranges of an organization’s audience for planned giving varies by organization and industry. Generally speaking, we suggest targeting donors between the ages of 45-90. But every once in while we hear something that contests that wisdom.
The new tax law has prompted many articles on a variety of topics. One topic, gifts of non-cash assets, is getting a lot of attention due to the most recent research from Professor Russell James. Professor James’ report, Cash is not King in Fundraising: Results from 1 Million Tax Returns, provides proof of what many fundraisers already know, but often have difficulty communicating or acting on.
Eight years ago, I wrote a post discussing the role of social media in planned giving based on an interview with Beth Kanter, a leading expert on the use of social media by non-profits. It’s amazing how much and how little has changed in that time. While social media has taken off for outright giving, it remains primarily a vehicle for engagement and stewardship for planned giving.
The American Council on Gift Annuities (ACGA) just released its new recommended gift annuity rates, effective July 1, 2018. In general, the rates will increase by .3% to .5%. For a look at the rates and PG Calc’s analysis of the change, read our recent blog post. Changes in the ACGA suggested rates, up or down, create the chance for communication with current annuity donors and those considering a gift annuity. The current rate increase certainly offers opportunities for additional annuities from existing annuitants. But more importantly, the rate increase will likely motivate others considering an annuity to make their first gift. This means increased diversification of your pool, thereby reducing your long-term risk.
It's always interesting to discuss the latest marketing trends, especially since trends don’t occur that often in the planned giving world. However, in the last 18 months, we have conducted several marketing evaluations and audits that have revealed something - a shift in thinking.