Planned Giving: Turning Donor Consideration Into Donor Action

* Loyal donors include individuals who do not give every year. My research reveals that individuals giving at least 60 percent of the time ultimately behave similarly to “never miss” annual donors. Want to take action on this knowledge? Establish a “triggering event,” such as a minimum of three gifts in five years, to identify emerging planned giving prospects. Then focus your best and least intrusive and most successful donor relations activities on these individuals to stimulate their ultimate giving potential.