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Smart planned giving strategies: How to distil 30 years of research into a planned giving programme
Journal of Education Advancement & Marketing,
5
(2),
190-202
(2020)
Abstract
The USA is currently experiencing the largest intergenerational transfer of wealth in its history. As the baby boomer generation ages, researchers estimate that more than US$2tn in estate gifts could change hands. Yet, in today’s increasingly competitive charitable planned giving environment, fundraisers need smart strategies to maximise donor gifts and build sustaining relationships. This paper synthesises key findings from 30 years of planned giving research and offers examples demonstrating how to incorporate best practices and research findings into one’s planned giving activities, drawing from Seattle University’s advancement staff.
Keywords: planned giving; legacy giving; gift planning; fundraising; donor stewardship; donor cultivation; planned giving; charitable planning research
The full article is available to subscribers to the journal.
Author's Biography
Margaret F. Neitzel leads Annual Giving at Seattle University, where she also received her Master of Nonprofit Leadership. Her overhaul of the university’s broad-based fundraising communications has greatly increased both revenue and return on investment, and has been recognised by the Association of Jesuit Advancement Administrators. Margaret holds a bachelor’s degree in international relations from the University of the Pacific, and prior to joining Seattle University, she worked in small business marketing and with nonprofits domestically and abroad as a consultant, marketer and programme manager.
Sarah B. Finney is the Senior Director of Gift Planning at Seattle University. She works with donors and their advisers to fulfil philanthropic and financial planning objectives and oversees the university’s planned giving marketing. Previously, Sarah served as Assistant Vice President of Development for Seattle University’s past two capital campaigns, overseeing school and college fundraising and donor relations. Sarah served on the board of the Association for Fundraising Professionals in Washington and is a past president of the Northwest Development Officers Association. Sarah holds a BA degree from Macalester College and a Certificate for Executive Leadership from Seattle University.
Elizabeth J. Dale is an Assistant Professor in Nonprofit Leadership at Seattle University and received her PhD from the Indiana University Lilly Family School of Philanthropy. A former development director and Certified Fund Raising Executive, her research interests include gender differences in philanthropy, women and LGBT-related giving, and grassroots and social justice organisations. She holds a bachelor’s degree in journalism and women’s and gender studies from Ohio Wesleyan University and a master’s degree in women’s studies from The Ohio State University.
