Report: Target Donors 40 and Older for Planned Gifts

Nonprofits interested in beefing up their planned-giving base should reach out to potential donors in their 40s, according to a recently released study dubbed “Discovering the Secret Giver.”

Conducted for The Stelter Company, a Des Moines, Iowa-based fundraising consultancy, the study examined how and why people age 40 and up make bequests to nonprofit groups. These “secret givers” aren’t generally on fundraisers’ radars, the report found.