10 ways to identify planned giving prospects
1. The best planned giving prospects are female donors who are 80+ years old. Makes sense. But how do you know if someone who sends in a donation by mail fits that profile?
2. Ask for birth dates on some of your donor forms (and then you can send birthday cards too).
3. Watch for those who identify as “Miss.” Younger women tend not to call themselves Miss. Anyone who does is probably at least 70 years old. And they aren’t likely to be married or to have children. Make sure there is a “Miss” options on your donor forms.
4. Pay attention to old-fashioned names. Leslie suggested looking up popular names from the 1920s and 30s. So I did. I couldn’t find much Canadian information but the US has extensive records dating back to the 1880s. There are many names you don’t see today that were more popular in the 20s and 30s: Mildred, Florence, Ethel, Ruth, Doris, Shirley…
5. Shaky handwriting could be another indicator of age.
6. Being a monthly donor or long-term supporter. Frequency of gifts is much more important than size when it comes to planned giving.
7. Living in an affluent postal code or zip code.
8. Sending a cheque from a VIP bank account — e.g. the cheque says “Private Banking” or is from the head office branch.
9. Being windowed or divorced, having no children, or having children with their own wealth.
10. Having had a direct positive experience with your organization — as a grateful client, volunteer or board member.
Related Posts:
- Are fundraisers outside the circle of trust?
- The power of a multimedia case for support
- Tip of the Week: Gift charts provide a reality check
- Conducting a Major Gifts Campaign workshop April 8
- Novel twist on the simple pledge-a-thon
