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Discovering the Secret Giver: Groundbreaking Research on Marketing to Bequest Donors

Discovering the Secret Giver: Groundbreaking Research on Marketing to Bequest Donors

Thursday, June 24 - 3:00 - 4:15 p.m.
Larry Stelter, The Stelter Company

The Stelter Company combined forces with the nationally renowned research firm, Selzer & Co., Inc. to provide ground-breaking research into who names charities in their wills, when and why. Our discovery? The audience that most gift planners target today may represent only the tip of the iceberg. The Stelter Donor Insight Report “Discovering the Secret Giver” is a national survey of adults age 40 and older that advances the previous work completed by the National Committee on Planned Giving’s 2000 Survey of Donors.

The objectives were to:

·         Scientifically document the world of bequest givers.

·         Confirm current strategies that help charities succeed in identifying and cultivating planned givers.

·         Develop data-driven tactics to help make nonprofits even more successful.

Our findings call into question common practices among gift planning managers in how they identify prospects, cultivate donors, and communicate with them on an ongoing basis. In this presentation we will provide a summary of the results of this enlightening research and speak to the ways in which nonprofits may need to rethink conventional wisdom and current practices. We’ll introduce a new formula for approaching prospects, including targeted marketing strategies, ideas for casting a wider net without busting your budget, and insight on how best to measure results.