Report: Target Donors 40 and Older for Planned Gifts

September 2008 By Melissa Busch

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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.

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Julie Capaldi - Posted on October 07, 2008
GREAT timely article for me. We are a small agency running like a big one...with planned giving on our plates. Thanks.

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Julie Capaldi - Posted on October 07, 2008
GREAT timely article for me. We are a small agency running like a big one...with planned giving on our plates. Thanks.