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Smart planned giving strategies: How to distil 30 years of research into a planned giving programme

Author

Listed:
  • Neitzel, Margaret F.

    (Director of Annual Giving, Office of Alumni Engagement, Seattle University, USA)

  • Finney, Sarah B.

    (Senior Director of Gift Planning, University Advancement, Seattle University, USA)

  • Dale, Elizabeth J.

    (Assistant Professor in Nonprofit Leadership, Seattle University, USA)

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.

Suggested Citation

  • Neitzel, Margaret F. & Finney, Sarah B. & Dale, Elizabeth J., 2020. "Smart planned giving strategies: How to distil 30 years of research into a planned giving programme," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 5(2), pages 190-202, September.
    • Handle: RePEc:aza:jeam00:y:2020:v:5:i:2:p:190-202
    as

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    More about this item

    Keywords

    planned giving; legacy giving; gift planning; fundraising; donor stewardship; donor cultivation; planned giving; charitable planning research;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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