Report: Target Donors 40 and Older for Planned Gifts

Bev Hutney, creative director at Stelter, says the study shows that nonprofits should be reaching out to people in their 40s, which is at least 10 years earlier than the timing that is widely accepted as ideal in the fundraising sector. Traditionally, fundraisers have identified those 55 and older as the ideal pool of donors to approach with the idea of planned giving.