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Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
Crescendo 2012 Conference Prospect Research for Planned Gifts
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Crescendo 2012 Conference Prospect Research for Planned Gifts

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Prospect research has been equipping major giving officers with information on prospects for decades, but planned giving officers have often worked only with age information to identify their prospect …

Prospect research has been equipping major giving officers with information on prospects for decades, but planned giving officers have often worked only with age information to identify their prospect pool. Start using common research tools to mine your data to identify top level planned gift prospects. You’ll be able to easily answer the questions: How do planned gift donors profile differently from major donors? Are some prospects more likely to respond to a specific cultivation technique or another? Learn how to identify planned giving prospects so your organization can approach them, from the start, with the offering most likely to get the best return.

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    • 1. Prospect Research for Planned Gifts KATHERINE E. SWANK, J.D., SENIOR CONSULTANT TARGET ANALYTICS®, A BLACKBAUD® COMPANY SEPTEMBER 2012© Blackbaud 2012 Katherine Swank | Target Analytics 1
    • 2. YOUR PRESENTER Katherine Swank, J.D., Senior Fundraising Consultant • Target Analytics since 2007 • Author and Frequent Presenter on Planned Giving, Major Gifts, Prospect Research and Industry Topics • Law degree, Drake University School of Law • Member, State Bar of Arizona • Past-president, Colorado Planned Giving Roundtable • Over 20 years as a development officer, including • National healthcare, public broadcasting, law school • National Director of Planned Gifts $300M healthcare organization • Raised over $215 Million in career • 11 years as affiliate faculty for Regis University’s Masters in Global Nonprofit Leadership program© Blackbaud 2012 Katherine Swank | Target Analytics 2
    • 3. OUR AGENDA • Planned Gifts: A Basic Primer • Strategic Outcomes of Prospect Research for Planned Gifts • Planned Giver Profiles • Collecting and Purchasing Data • Data Sources that Help Identify Planned Giving Prospects • Prospect Research to Identify Your Top Planned Giving Prospects© Blackbaud 2012 Katherine Swank | Target Analytics 3
    • 4. MAKING THE CASE FOR PLANNED GIFTS Planned gifts are not mysterious The prospect pool of Some organizations Donor cultivation is likely planned gift have programs that similar to major gift donors at any provide between 25% to cycle organization can be 50% of their annual very large revenues You may have more Once established, many ultimate dollar potential Increased attention = programs can boast a in planned giving than higher $$ results cost of 3¢ to15¢ per $1 major giving raised© Blackbaud 2012 Katherine Swank | Target Analytics 4
    • 5. FACTS ABOUT PLANNED GIFTS • 90 TO 95 OF EVERY 100 PLANNED GIFTS WILL BE BEQUESTS • Another 5 or 6 of the remaining will be CGAs • 1 or 2 will be CRTs Type of Planned Gift United States Average Charitable Bequest Gift $35,000 - $70,000 Average Charitable Gift Annuity $60,000 Minimum Charitable Remainder Trust value often required by Trustees and Financial $1,000,000 Institutions© Blackbaud 2012 Katherine Swank | Target Analytics 5
    • 6. PRIMER ON PLANNED GIFT VEHICLES – BEQUESTS Provision in your Will or Trust to pass money to a charitable organization upon your death • Typical clauses include an outright amount, a percentage of the assets, or the residual of the estate • Wills have traditionally been considered the first estate planning tool • Charitable bequests are easy to talk about and understand© Blackbaud 2012 Katherine Swank | Target Analytics 6
    • 7. PRIMER ON PLANNED GIFT VEHICLES – BEQUESTS • 75% of wills are never changed - Only 1%-3% of charitable bequests are ever revoked • More than 2/3 of planned gift donors also make current annual gifts - Research confirms planned gift donors are significantly more philanthropic than non-planned gift donors© Blackbaud 2012 Katherine Swank | Target Analytics 7
    • 8. PRIMER ON PLANNED GIFT VEHICLES – GIFTS OF BENEFICIARY DESIGNATIONS When you complete or modify your beneficiary designation form, just name your chosen charity as a Full or Partial Beneficiary • Typical gifts include an outright amount or a percentage of the asset • Beneficiary Designation forms are becoming the first estate planning tool • These gifts are easy to talk about and understand© Blackbaud 2012 Katherine Swank | Target Analytics 8
    • 9. PRIMER ON PLANNED GIFT VEHICLES – GIFTS OF BENEFICIARY DESIGNATIONS© Blackbaud 2012 Katherine Swank | Target Analytics 9
    • 10. PRIMER ON PLANNED GIFT VEHICLES - CGAS A contract between one or two donors and Your Organization. In exchange for making a gift to your organization, you promise to pay the donor(s) a Fixed Amount Regularly for Life • Although part of the annuity payments are taxable, the donor(s) also receives an upfront charitable income tax deduction for the amount of the original gift that is estimated to remain at the donor’s/donors’ death© Blackbaud 2012 Katherine Swank | Target Analytics 10
    • 11. PRIMER ON PLANNED GIFT VEHICLES - CGAS • 5%-6% of all planned gifts are CGAs - Next most common planned gift vehicle in U.S. • Annuities can range from a little as $5,000 to over $1,000,000 - Over 4 in 5 annuitants learned about gift annuities through the organization’s own marketing and promotion© Blackbaud 2012 Katherine Swank | Target Analytics 11
    • 12. PRIMER ON PLANNED GIFT VEHICLES - CRTS An irrevocable financial holding set up to move liquid or illiquid assets out of an individual’s possession into a Giving Vehicle with Charitable Intent. The trust pays a Specified Annual Amount to one or more people for a fixed number of years, or for the life of the individual(s) who benefit from the trust’s distributions • At the end of the term, the remaining trust property is distributed to your organization and any other specified charities© Blackbaud 2012 Katherine Swank | Target Analytics 12
    • 13. PRIMER ON PLANNED GIFT VEHICLES - CRTS • 1%-2% of all planned gifts are CRTs • CRTs usually start at $1,000,000 or higher – when you use independent trustee - Are useful for changing real estate, business assets and other relatively illiquid assets into cash • Many CRT holders make charitable bequests as well© Blackbaud 2012 Katherine Swank | Target Analytics 13
    • 14. ROLE OF PROSPECT RESEARCH FOR PLANNED GIFTS As few as 15 people making average-sized gifts can provide over $1 Million in mission funding© Blackbaud 2012 Katherine Swank | Target Analytics 14
    • 15. STRATEGIC OUTCOMES OF PROSPECT RESEARCH Identify your qualified Categorize your pool of planned gift prospect pool into gift prospects types Prospect Research Can: Segment top Provide guidance on prospects who should appropriate be approached on a solicitation amounts personal level prospect-by-prospect© Blackbaud 2012 Katherine Swank | Target Analytics 15
    • 16. STRATEGIC OUTCOMES OF PROSPECT RESEARCH Bequests & Charitable Beneficiary Charitable Remainder Designation Gift Annuities Trusts Gifts Put the right FACE on your marketing© Blackbaud 2012 Katherine Swank | Target Analytics 16
    • 17. PLANNED GIVER PROFILES© Blackbaud 2012 Katherine Swank | Target Analytics 17
    • 18. PLANNED GIFT PROFILES •Target Analytics® researches and profiles planned gift donors every two years •STATISTICALLY ANALYZES AND IDENTIFIES THE COMMON CHARACTERISTICS THAT CREATE A SPECIFIC PREDICTIVE GIVING PROFILE FOR EACH OF THE THREE MOST POPULAR PLANNED GIFT TYPES© Blackbaud 2012 Katherine Swank | Target Analytics 18
    • 19. THE TYPICAL BEQUEST DONOR Is a past giver to your organization and enjoys a mid-to- high level of household income Is mid-age and older and the children, if any, have left home May have recently moved to a different home (younger prospects) or to a different area (older prospects, retirement) Has a home with a mid-to-high market value and lives in a neighborhood where many people are employed in Professional, Scientific and Technical Services fields Has long-established credit but keeps balances low or pays off credit accounts each month© Blackbaud 2012 Katherine Swank | Target Analytics 19
    • 20. RESEARCH COMPONENTS FOR BEQUEST PROSPECTS • Home ownership Residence • • Recent change of address Neighborhood characteristics • Household or neighborhood income • No children Family • Children in college • Children beyond college-age • Charitable gifts Community • Volunteerism Involvement • • Membership Event Participation© Blackbaud 2012 Katherine Swank | Target Analytics 20
    • 21. THE TYPICAL CHARITABLE GIFT ANNUITANT Is or was a consistent giver to your organization and lives in a neighborhood where the residents enjoy a high per capita income level Is 75 years of age and older May have recently moved to a different home or to a high-value senior living community Uses credit out of convenience and pays off credit accounts each month© Blackbaud 2012 Katherine Swank | Target Analytics 21
    • 22. RESEARCH COMPONENTS FOR CGA PROSPECTS • Home ownership Residence • Recent change of address • Household or neighborhood income • Evidence of retired status Family • Single, widowed or divorced • Evidence of stock holdings, retirement Assets plans or commercial annuities • Former business ownership Community • Charitable gifts usually $100 or less Involvement • Giving to multiple organizations© Blackbaud 2012 Katherine Swank | Target Analytics 22
    • 23. THE TYPICAL CRT DONOR Is a highly consistent giver to your organization and still enjoys a high level of income Retired or still working in high income or entrepreneurial occupation such as Management, Professional Technical and Sales positions One spouse may be retired or does not work outside the home Conservative credit habits© Blackbaud 2012 Katherine Swank | Target Analytics 23
    • 24. RESEARCH COMPONENTS FOR CRT PROSPECTS Residence • High household or neighborhood income • Multiple property ownership • Life-stage Family • 55-70 years old • Evidence of stock holdings, large asset Assets base and large retirement plans • Current business ownership Community • Evidence of major giving Involvement • Board membership© Blackbaud 2012 Katherine Swank | Target Analytics 24
    • 25. COLLECTING & PURCHASING DATA© Blackbaud 2012 Katherine Swank | Target Analytics 25
    • 26. SOURCES OF DATA Internal Data Examples Giving/Member Relationship Demographic history • Types and total • A non-donor or non- number member has history! Activities/ Attitudinal Transactional • An opinion answer Interests from a survey (interactions)© Blackbaud 2012 Katherine Swank | Target Analytics 26
    • 27. SOURCES OF DATA External Data Examples United States Equifax Niche Compiled Census Clusters Household Data Summarized Wealth and Modeled Wealth Credit Data Philanthropic Data and Income© Blackbaud 2012 Katherine Swank | Target Analytics 27
    • 28. ALL SHAPES & SIZES – ONE IS RIGHT FOR YOU Demographic Overlays • Provide data specific codes, levels or yes/no factors usually based on neighborhood data • Examples: • Age, gender, children at home, etc. Financial Models • Provide estimates based on banking and investment information • Examples: • Estimated liquid financial assets, estimated household income© Blackbaud 2012 Katherine Swank | Target Analytics 28
    • 29. ALL SHAPES & SIZES – ONE IS RIGHT FOR YOU Wealth and Data Screening Services • Access to multiple public-domain hard asset and biographic data sources at one time • Examples: • Private company profiles • Biographies • Charitable donations to 501(C)(3) organizations • “Wealthy” lists Analytic Predictive Giving Models • Predicts each separate individual’s likelihood to make a certain type of planned gift • Bequest, CGA or CRT© Blackbaud 2012 Katherine Swank | Target Analytics 29
    • 30. UNIVARIATE DATA • Uses a single variable • You are already using single variable analyses • Averages, sum of values divided by observations • Medians, the middle value • Modes, most common value • Ranges, from lowest to highest • Why use them? • Provides data for comparative purposes • A simple methodology for understanding your database© Blackbaud 2012 Katherine Swank | Target Analytics 30
    • 31. DATA USEFUL FOR GIFT PLANNING # of years # of Giving giving relationships amount Charitable Age or Class Home giving Year ownership # of children Property in or known Gender trust heirs Business Community Volunteerism ownership activism© Blackbaud 2012 Katherine Swank | Target Analytics 31
    • 32. AGE ANALYSIS FOR MAJOR GIVING • All major donors plotted by AGE - This example may/may not be true for your organization - Plot for your own organization© Blackbaud 2012 Katherine Swank | Target Analytics 32
    • 33. AGE ANALYSIS FOR GIFT-PLANNING • All known planned gift donors plotted by AGE - This example is normal for most organizations© Blackbaud 2012 Katherine Swank | Target Analytics 33
    • 34. ADVANCED USES OF DATA FOR PLANNED GIVING© Blackbaud 2012 Katherine Swank | Target Analytics 34
    • 35. CLUSTER ANALYSIS • Grouping individuals of similar characteristics into respective categories • Way of taking a lot of data and grouping people into subsets in a meaningful way • Prizm, PersonicX, Niches are all pre-made CLUSTER DATA overlays you can purchase© Blackbaud 2012 Katherine Swank | Target Analytics 35
    • 36. CLUSTERS ON DATABASE • Household level clusters - http://www.equifax.com/consumer/marketing/en_us • Group people by life stages - 26 Niches • How to use: - Append Equifax Niche Clusters to bequest donors in fundraising database - Looked at % of file that fell into each Niche • For one particular client we found that 76% of bequest intentions were in 7 Niches© Blackbaud 2012 Katherine Swank | Target Analytics 36
    • 37. EXAMPLE: NICHE I – IRA SPENDERS • Average age: 67 • Average income: $91,000 • Children in home: No • Average home value: $146,00 • Career: Retired • Education Level: College • Interests: Golf, travel, mail responsive, stock trading, charitable© Blackbaud 2012 Katherine Swank | Target Analytics 37
    • 38. UNDERSTANDING BEQUEST DONORS % of Bequest Donors at Sample College Niche E 8% All Other Niches Niche I 24% 9% Niche M 14% Niche X 16% Niche N 12% Niche Y 9% Niche S 8%© Blackbaud 2012 Katherine Swank | Target Analytics 38
    • 39. APPLICATION OF CLUSTER DATA • Segment by known BEQUEST INTENTIONS - For example, 76% of bequest donors are described by 7 of the 26 clusters - 29% of the non-bequest donors were also described by the same 7 clusters - Concentrate on these prospects who are included in 1 of the 7 clusters for bequest cultivation and solicitation© Blackbaud 2012 Katherine Swank | Target Analytics 39
    • 40. USE CLUSTER DATA FOR MESSAGING Niche I: IRA Spenders • Age 67 • Retired • Leisure travel Niche M: Mid-Life Munchkins • Age 55 and children at home • Enjoy exercise and are pet owners • Business travel Niche Y: Young-at-heart • Age 70 • Lower income and may be veterans • Enjoy gambling, contests and sweepstakes© Blackbaud 2012 Katherine Swank | Target Analytics 40
    • 41. USING REAL ESTATE VALUES • Wealth and asset data, such as real estate, can be used to BETTER UNDERSTAND SPECIFIC GROUPS OF DONORS % of Gift Annuitants 30% 27% 25% 23% 20% 15% 12% 11% 9% 10% 10% 8% 5% 0%© Blackbaud 2012 Katherine Swank | Target Analytics 41
    • 42. PROSPECT RESEARCH FOR PLANNED GIVING© Blackbaud 2012 Katherine Swank | Target Analytics 42
    • 43. CHOOSE YOUR DATA COLLECTION METHOD Collect data on Purchase Use a your own individual data specialized points vendor with access to the data points pertinent to planned gift donors© Blackbaud 2012 Katherine Swank | Target Analytics 43
    • 44. CHOOSE YOUR POOL IDENTIFICATION METHOD Formula (simplest and least effective) • Recency, Frequency, Amount Internal Audit (moderate time needed) • Review known donors and apply findings to entire database Predictive Modeling (complex, hire an expert!) • Statistical assessment using internal and external data about known donors to identify “like” records© Blackbaud 2012 Katherine Swank | Target Analytics 44
    • 45. PREDICTIVE MODELING • Predictive modeling answers a specific question, such as - Who are my best potential bequest donors? - The results provide a ranking or ordering tool for prospect identification, assignment and marketing© Blackbaud 2012 Katherine Swank | Target Analytics 45
    • 46. EMPLOY PROSPECT RESEARCH ON PRIORITY GROUP Find your Top Prospect Group(s) at specific life stages and with visible wealth • Bequest / Beneficiary Designation gifts of $35,000+ • CGA contracts at levels of $25,000+ • CRT prospects starting at $1 Million+© Blackbaud 2012 Katherine Swank | Target Analytics 46
    • 47. USE A DATABASE DESIGNED FOR RESEARCH • Tap into your organization’s existing PROSPECT RESEARCH • Subscribe to a push-of-a-button MULTI-RESOURCE SERVICE to do basic research in less than 1 minute Example prospect research database summary page© Blackbaud 2012 Katherine Swank | Target Analytics 47
    • 48. GROUPING AND OUTPUT CAPABILITY • Prospect research CRM fields allow you to group records for DATA MINING # Prospects Prospect Results with Common Characteristics Identified Company Officers 181 Business Ownership >= $1M 48 Public Company Insiders with Insider Securities >= $1M 88 Real Estate >= $3M 297 Multiple Property Owners 198 Properties in Trust 152 On the “Wealthy List” 270 $5M+ in Total Assets 107© Blackbaud 2012 Katherine Swank | Target Analytics 48
    • 49. SUBSCRIBE TO USEFUL DATABASES • Example: Charitable Gifts listing, including planned gifts© Blackbaud 2012 Katherine Swank | Target Analytics 49
    • 50. POPULAR PROSPECT RESEARCH SITES & SERVICES Income, Hard Assets & Indicators of Wealth Fee-BasedDun & Bradstreet Business ownership; Business connections Yes Real estate and multiple property ownership; property held inCounty Assessors Offices trust NoIncome360 Household income indicator Yes Presence of luxury items like planes, yachts, and otherLarkspur List of Wealthy indicators of wealth YesSEC Filings Public Company Insider Lists and Stock Holdings No Age and Life Stage IndicatorsEchelon Power Segments Liquid asset indicator; Life stage YesWho’s Who Biographies Self-reported biographical information; interests; career Maybe Philanthropic InterestsGuideStar Affiliations to non-profits, private and family foundations No/Yes Charitable giving data such as Gift Type, Size, Date, and YesNOZAsearch Recipient; over 75M philanthropic gifts catalogedAnnual Reports/Google Swank | Target Analytics © Blackbaud 2012 Katherine Community Annual50 Reports/Public Announcements No
    • 51. QUALIFY BEQUEST/BENEFICIARY GIFT PROSPECTS Consistent Connection to charitable private or donations to family multiple foundation or organizations donor advised at $100 (-) fund Volunteerism, Age or Life- high stage engagement factors© Blackbaud 2012 Katherine Swank | Target Analytics 51
    • 52. QUALIFY CHARITABLE GIFT ANNUITY PROSPECTS Pension plan Business professions owners and like high-level teachers, tele professionals com employees Evidence of CGAs or Multiple planned/ property estate gifts at owners other organizations© Blackbaud 2012 Katherine Swank | Target Analytics 52
    • 53. QUALIFY CHARITABLE REMAINDER TRUST PROSPECTS Heads of Wealth factors large such as Lists companies, of Wealthy, public Country Club company list, etc. insiders Property Large gifts holdings of including $10 Million or those at other more organizations© Blackbaud 2012 Katherine Swank | Target Analytics 53
    • 54. THE ULTIMATE REWARD OF PROSPECT RESEARCH Identify your best prospects for planned gifts Prioritize your most capable and likely donors Free your time to build relationships - You can raise $1 Million from only 15 people If you meet with 1 person a week you could confirm commitments of more than $7 Million in two years!© Blackbaud 2012 Katherine Swank | Target Analytics 54
    • 55. QUESTIONS & COMMENTS • Contact me: Katherine Swank, J.D., Senior Consultant Based in Littleton, CO _______________________________________________________ Target Analytics, a Blackbaud Company 2000 Daniel Island Drive Charleston, SC 29492 Blackbaud cell: 843-991-9921 Katherine.Swank@Blackbaud.com @KatherineSwank www.Blackbaud.com/TargetAnalytics White Papers: http://www.blackbaud.com/company/resources/whitepapers/whitepapers.aspx© Blackbaud 2012 Katherine Swank | Target Analytics 55
    • 56. A FEW RESOURCES WORTH READING • Katherine Swank, J.D. and Michael Quevli, Prospect Research for Planned Gifts: Using Predictive Donor Profiles, Wealth, and Asset Screenings to Identify High-End Planned Gift Prospects, 2010, download at www.Blackbaud.com > Resources > White Papers • Lawrence C. Henze, J.D. and Katherine Swank, J.D., Data for Sale: Collecting and Using Data for Gift Planning, 2011, download at www.PPPnet.org > Members Library> National Conference Archive > 2011 National Conference on Philanthropic Planning or contact me directly • 2009 Stelter Donor Insight Report: Age Differences in Planned Giving download at www.Stelter.com> Research/White Papers • The 2010 Study of High Net Worth Philanthropy: Issues Driving Charitable Activities among Affluent Households download at http://www.philanthropy.iupui.edu/research-by-category© Blackbaud 2012 Katherine Swank | Target Analytics 56

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