New planned giving survey opportunity

publication date: Apr 23, 2018
author/source: Jim Hilborn

As peer-to-peer fundraisers face growing competition, direct mail fundraising struggles with its own ongoing performance challenges, and Imagine Canada reports the continuing steady decline in the percentage (and actual numbers) of Canadians donating (or at least reporting to donate) to charity, fundraisers are searching for new ways to undergird the future of their nonprofit employers. In the process, they’re turning to Planned Giving — the most cost-effective form of fundraising. But how to proceed? That field is as competitive as any!

Further undermining all of our traditional assumptions, TD Wealth, in a recent Addendum to its 2014 report Time, Treasure and Talent, reports that a growing number of Canadian women in households with over $500,000 in accumulated assets “would likely claim to be either a dominant or equal contributor to household income.” Clearly, as TD puts it, charities that continue to focus on the more traditional model of male donors and female volunteers “will miss the opportunity to build a caring, loyal and growing donor base.”

The uncertainties concerning how women will respond to the opportunity to name a charity in their will are only a few of the growing number of questions that need to be answered in order to plan a rational approach to the immense opportunity offered by legacy fundraising.

We need more research, and in fact more is underway, an important case in point being the study now underway by PGgrowth Inc. With a deadline of May 15, PGgrowth is offering any and all professionals involved in Planned Giving programs — at whatever stage of development — an opportunity to help examine the current attitudes, challenges and opportunities that are part of this type of fundraising program in the Canadian context. The results, which PGgrowth promises to distribute widely, will help us all gain a better understanding of the current landscape of Planned Giving from both a national and our own organization's perspective.

The survey takes only 15 to 20 minutes to complete. It’s an anonymous survey and your answers will be held in the strictest confidence. Any reporting on this research will not mention any professional or organization by name.

In 2001, Jim Hilborn launched Canadian FundRaiser eNEWS, a fully-formatted and trackable eLetter version of Canadian FundRaiser that, within less than one year of its launch, was the largest-circulation information service in the Canadian development and nonprofit management sector. In 2007, Jim launched Civil Sector Press, Canada’s first book publishing company focusing entirely on the nonprofit and charity sector. Jim is the only non-fundraiser to receive the Lifetime Achievement Award from AFP Toronto.

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