Report: Target Donors 40 and Older for Planned Gifts

Hutney says this research should really help nonprofits come up with a planned-gift strategy.

Based on this information, Hutney suggests nonprofits use 25 percent of their budgets to attract those between the ages of 40 and 54; 55 percent on those ages 55 to 69; and 15 percent on those 70 and older.

“The remaining 5 percent should be used as a placeholder for current givers,” Hutney says. “There is no one-size-fits-all strategy, but this is a good baseline.”