Reviewing recent research about gift planning and how it provides insights on planned giving behavior. A quick set of facts for fundraisers.

3. Does charitable bequest planning
cannibalize current giving?
“I don’t give
anymore,
because I have
a planned
charitable
bequest”

4. Does
charitable
bequest
planning
cannibalize
current
giving?

5. Tracking the entire “lifetime”
movie
• Collect giving information to all charities for years
before, during, and after plan changes
• Large, federally-funded, longitudinal, in-person,
well-compensated, nationally representative, study
on health and retirement issues since 1992

6. $9,000
$8,000
$7,000
$6,000
$5,000
$4,000
$3,000
Before
-8
years
Before
-6
years
Before
-4
years
Before
-2
years
Mixed After
+2
years
After
+4
years
After
+6
years
After
+8
years
Annual Charitable Giving
in Constant (Inflation Adjusted) 2012 Dollars
Giving Before and After Adding
Charitable Beneficiary to Estate Plan
9,439 observations from a nationally representative longitudinal study

7. $9,000
$8,000
$7,000
$6,000
$5,000
$4,000
$3,000
Before
-8
years
Before
-6
years
Before
-4
years
Before
-2
years
Mixed After
+2
years
After
+4
years
After
+6
years
After
+8
years
Annual Charitable Giving
in Constant (Inflation Adjusted) 2012 Dollars
Giving Before and After Adding
Charitable Beneficiary to Estate Plan
9,439 observations from a nationally representative longitudinal study
$7,381
average annual
giving post-plan
$4,210
average annual
giving pre-plan
+$3,171
average
annual giving
increase

8. Does
charitable
bequest
planning
cannibalize
current
giving?

9. Does charitable bequest planning
cannibalize current giving?

10. Avoid technical language when first
introducing a gift planning vehicle

11. Avoid
technical
language
when first
introducing a
gift planning
vehicle

12. Results from 10
survey groups
including over 5,000
total participants
collected during 2014
Please rate your interest in pursuing the
following charitable giving arrangement

13. Describing a CRT
Make a
gift
where you get an immediate tax
deduction, still control the
investment of the assets and
receive income from the
investments for the rest of your life
with anything left over going to
charity at your death.
Make a transfer
of assets
where you get an immediate tax
deduction, still control the
investment of the assets and
receive income from the
investments for the rest of your life
with anything left over going to
charity at your death.
Different groups rate their interest after receiving different descriptions
Does it make much difference?

14. Transfer
MGaikfet a gift where you get an immediate tax deduction, still control the investment of the
14%
where you get an immediate tax deduction, still
control the investment of the assets and receive
income from the investments for the rest of your life
with anything left over going to charity at your death.
assets and receive income from the investments for the rest of your life with
anything left over going to charity at your death.
54%
32%
27%
53%
20%
Interested now Not now, but in
future
Will never be
interested
Make a transfer of assets
2014 Survey (A/B)
1,101 Respondents

15. Describing a CGA
Make a
gift
and in exchange receive a
guaranteed lifetime income from
the charity.
Enter into a
contract with a
charity where
you transfer your
cash or property
and in exchange receive a
guaranteed lifetime income from
the charity.
Does it make much difference?

16. 13%
Enter into a contract with a charity where you
transfer your cash or property and in exchange
receive a guaranteed lifetime income from the charity
44% 44%
29%
48%
23%
Interested now Not now, but in
future
Will never be
interested
Contract
Gift Make a gift and in exchange receive a
guaranteed lifetime income from the charity
2014 Survey (A/B)
1,101 Respondents

17. Formal terms lower charitable
interest
Interested
Now
36%
22%
Will Never
Be
Interested
14%
23%
2014 Survey, 1,417 Respondents, Group F/G
Get an immediate tax deduction and still receive
income from your investments for the rest of
your life by making a gift where you control the
investment of the assets, but anything left over
goes to charity at your death.
Get an immediate tax deduction and still receive
income from your investments for the rest of
your life by making a gift
using a “Charitable
Remainder Trust”
where you control the investment of the assets,
but anything left over goes to charity at your
death.

18. Formal terms lower charitable
interest
Interested
Now
50%
23%
Will Never
Be
Interested
8%
19%
2014 Survey, 1,418 Respondents, Group F/G
Receive a tax deduction and
make a gift that pays you
income for life
Receive a tax deduction and
make a gift that pays you
income for life
called a “Charitable
Gift Annuity”

19. Formal terms lower charitable
interest
Interested
Now
26%
15%
Will Never
Be
Interested
23%
30%
2014 Survey, 1,422 Respondents, Group F/G
Immediately receive a tax deduction for
70% of the value of a house or land by
making a charitable gift of the property,
but keeping the right to use it for the
rest of your life.
Immediately receive a tax deduction for
70% of the value of a house or land by
making a charitable gift of the property,
using a “Remainder
Interest Deed”
but keeping the right to use it for the
rest of your life.

20. Formal terms lower charitable
Interested
Now
23%
12%
Will Never
Be
Interested
12%
14%
interest
2014 Survey, 1,246 Respondents, Groups D/E
Make a gift to charity in
my will
Make a bequest gift
to charity

21. Avoid
technical
language
when first
introducing a
gift planning
vehicle

22. Avoid technical language when first
introducing a gift planning vehicle

23. The decision to
leave an
actual
charitable
bequest (not
just a survey
response) isn’t
dramatically
influenced by
slight phrasing
changes

24. The decision to
leave an actual
charitable bequest
(not just a survey
response) isn’t
dramatically
influenced by
slight phrasing
changes

25. 3,000 testators in
the normal process
of completing their
wills were
randomly assigned
to one of three
groups
Many of our customers
like to leave money to
charity in their will. Are
there any causes you’re
passionate about?
Would you like to
leave any money to
charity in your will?
No reference to charity
Cabinet Office Behavioural Insights Team (2013)
Applying behavioural insights to charitable giving

26. Charitable bequests are influenced by
a simple social example
5.0%
10.4%
15.4%
Charitable
plans among
1,000 testators
Charitable
plans among
1,000 testators
Charitable
plans among
1,000 testators
Many of our customers
like to leave money to
charity in their will. Are
there any causes you’re
passionate about?
Would you like to
leave any money to
charity in your will?
No reference to charity
Cabinet Office Behavioural Insights Team (2013)
Applying behavioural insights to charitable giving

27. The social example also increased the
average amount of bequest gifts
$5,610 $5,291
Cabinet Office Behavioural Insights Team (2013)
Applying behavioural insights to charitable giving
$11,333
No ask Simple Ask Social Norm
Using £1=$1.70 exchange rate
Charitable
plans among
1,000 testators
Charitable
plans among
1,000 testators
Charitable
plans among
1,000 testators

28. The social example
dramatically increased
total charitable dollars
$280,500
Cabinet Office Behavioural Insights Team (2013)
Applying behavioural insights to charitable giving
$550,264
$1.75
million
No ask Simple Ask Social Norm
Using £1=$1.70 exchange rate
among
1,000 testators
among
1,000 testators
among
1,000 testators

29. The social norm increased
charitable bequest intentions
Interested
Now
30%
23%
12%
Will Never
Be
Interested
9%
12%
14%
2014 Survey, 1,866 Respondents, Groups D/E/LateG+H
Many people like to leave a
gift to charity in their will. Are
there any causes you would
support in this way?
Make a gift to charity in my
will
Make a bequest gift to charity

30. The decision to
leave an actual
charitable bequest
(not just a survey
response) isn’t
dramatically
influenced by
slight phrasing
changes

31. The decision to leave an actual
charitable bequest isn’t dramatically
influenced by slight phrasing changes

32. It is better to tell
stories of living
planned bequest
donors than deceased
bequest donors

33. It is better to
tell stories of
living planned
bequest
donors than
deceased
bequest
donors

34. New Survey
v.
Instead of testing
question wording, now
testing impact of
marketing messages for
40 national charities
(4,560 participants)

35. Baseline BEQ Give
Amer Cancer Society 26.79 36.77
The Red Cross 25.93 41.12
ASPCA 24.18 33.77
Habitat for Humanity 24.01 34.90
Amer Heart Association 23.17 33.95
Natl Cancer Coalition 22.56 34.54
Breast Cancer Res Fnd 22.53 33.93
Natl Breast Cancer Fnd 22.43 33.48
The Amer Humane Assn 22.23 33.91
The Alzheimer's Found 21.40 32.00
Susan G. Komen Br Canc 21.39 29.22
Dana Farber Cancer Inst 21.13 29.63
American Diabetes Assn 20.84 32.54
World Wildlife Fund 20.82 29.08
Guide Dogs for the Blind 20.80 31.46
The Alzheimer's Assn 20.80 31.86
American Lung Assn 20.78 31.40
MD Anderson Cancer Cr 20.59 30.53
UNICEF 20.37 32.31
The Salvation Army 19.98 31.44
Baseline BEQ Give
Wildlife Conserv Soc 19.90 29.26
Goodwill Industries 19.65 34.42
Big Brothrs/Big Sisters 19.47 30.49
The United Way 18.97 28.97
Joslin Diabetes Center 18.91 29.18
Canine Compan for In 18.90 29.67
Fnd Fightng Blindness 18.77 28.37
AIDS Project LA 17.71 25.64
Prevent Blindss Amer 17.51 28.32
San Fran AIDS Found 17.39 25.49
Nat Audubon Society 17.33 24.24
YMCA 17.16 28.12
Boys and Girls Clubs 17.14 30.10
Girl Scouts 16.71 31.27
YWCA 16.21 24.42
Amer Indian College F 15.97 22.33
CARE 15.86 24.69
Boy Scouts 14.51 23.56
United Negro Coll Fnd 14.13 21.90
Ducks Unlimited 13.60 19.49

36. Social Norms
Formal Evidence
Information indicating that
it is common for Americans
to leave 5% or 10% to
charity. Sharing survey
results showing agreement
with concept.
Spendthrift Heirs
Formal Evidence
Statistics showing how
rapidly heirs typically
spend inheritance from
published academic
research
Message
Give-
BEQ Gap
Gap
50+
Gap
Male
Gap
Female
None 10.2 14.0 7.7 11.7
Spendthrift Heirs (Formal) 9.4 11.4 8.4 10.1
Social Norms (Formal) 8.8 11.7 7.5 9.7
Heirs + Social Norms 8.0 10.2 6.4 9.0

37. Charitable bequest decision making
emphasizes “visualized
autobiography” brain regions
Contrast Brain Region
MNI co-ord
inates
Peak p
FWE
Clust-er p
FWE
(1) Beq> Give Lingual Gyrus -2, -78, -2 .004 .000
Precuneus 26, -66, 42 .102 .009
(2) Beq> Vol Lingual Gyrus 2, -80, -4 .007 .000
Precuneus 30, -66, 40 .180 .004
Precentral Gyrus -34, -3, 36 .397 .001
(3) Beq> (Give+ Vol) Lingual Gyrus 0, -78, -4 .001 .000
Precuneus 26, -66, 42 .007 .001
James, R. N., III &
O’Boyle, M. W.
(2014). Charitable
estate planning as
visualized
autobiography: An
fMRI study of its
neural correlates.
Nonprofit and
Voluntary Sector
Quarterly, 43(2), 355-
373.

38. With new images or pure text (no significant difference)
Deceased bequest
donor life stories
Message
Give-Beq
Gap
Gap
50+
Gap
Male
Gap
Female
None 10.2 14.0 7.7 11.7
Spendthrift Heirs (Formal) 9.4 11.4 8.4 10.1
Social Norms (Formal) 8.8 11.7 7.5 9.7
Heirs + Social Norms 8.0 10.2 6.4 9.0
Deceased Beq. Stories 6.7 7.5 4.4 7.5

39. With new images or pure text (no significant difference)
Living bequest donor
life stories
E.g., “School janitor Lester
Holmes died in 1992”
becomes “School janitor
Lester Holmes signed his
will today”
Message
Give-Beq
Gap
Gap
50+
Gap
Male
Gap
Female
None 10.2 14.0 7.7 11.7
Spendthrift Heirs (Formal) 9.4 11.4 8.4 10.1
Social Norms (Formal) 8.8 11.7 7.5 9.7
Heirs + Social Norms 8.0 10.2 6.4 9.0
Deceased Beq. Stories 6.7 7.5 4.4 7.5
Living Bequest Stories 4.4 4.3 3.3 5.0

40. With new images or pure text (no significant difference)
Effect of More Stories
1st 4 Stories: Janitor, pet
groomer, carpenter,
symphony patron
2nd 3 Stories: fisherman,
coach, physician
Message
Give-Beq
Gap
Gap
50+
Gap
Male
Gap
Female
None 10.2 14.0 7.7 11.7
Deceased 1st 4 stories 6.8 7.5 5.5 7.6
Deceased All 7 stories 6.6 7.5 5.4 7.4
Mixed Dec/Liv 7 stories 6.0 7.2 5.0 6.6
Living 1st 4 stories 4.8 5.7 3.9 5.4
Living All 7 stories 4.1 2.5 3.0 4.7

41. Which of the
four message
types
worked best
for which of
the 40
charities?

42. Living donor stories outperformed all other
messages for 40 out of 40 charities tested

43. Although numerical ability declines
with age, verbal knowledge does not
Park, et al (2002)
Psychology and
Aging, 17(2), 299-320

44. It is better to
tell stories of
living planned
bequest
donors than
deceased
bequest
donors

45. It is better to tell stories of living
planned bequest donors than
deceased bequest donors

46. Many people
increase their interest
in a charitable
bequest if given the
option to leave a
tribute bequest
honoring a
loved one

47. Many people
increase their
interest in a
charitable bequest
if given the option
to leave a
tribute bequest
honoring a
loved one

48. Bequests to friends and family
(v. charitable bequests) more
heavily involve brain regions of
Emotion (mid/posterior cingulate cortex;
insula) and Memory (hippocampus)
Can a charitable bequest
represent a loved one, and
thereby connect with this
memory and emotion?

49. Bequest charity representing loved ones
‘The reason I selected Help the Aged...it was
after my mother died...And I just thought – she’d
been in a care home for probably three or four
years. And I just wanted to help the elderly...I’d
also support things like Cancer Research,
because people I’ve known have died...An
animal charity as well, I had a couple of cats.’
“‘[In my will I have a gift to] the
Cancer Research. My father died
of cancer and so I have supported
them ever since he died.’
Male, 89
married (Routley, 2011, p. 220-221)
Female, 63
widowed

50. Testing the tribute bequest
Do you have a deceased friend or deceased family
member who would have appreciated your support
of an International relief organization such as CARE or UNICEF?
Also tested for living friend or family member
Alzheimer’s The Alzheimer's Association,
Blindness related nonprofit Foundation
The Alzheimer's Foundation
Fighting Blindness, Prevent Blindness America
Diabetes Joslin Diabetes Center, The
Youth-related charitable Girl Scouts, Boy
American Diabetes Association
Scouts, YMCA, YWCA, Big Brothers / Big Sisters of
Wild Birds Preservation America, Boys and Girls Clubs of America
National
Audubon Society, Ducks Unlimited
AIDS research and care San Francisco
Wildlife AIDS Foundation, AIDS Project Los Angeles
World Wildlife Fund, Wildlife
Conservation Society
Animal welfare
Minority College Fund American Society for Prevention of Cruelty to Animals,
United Negro
The American Humane Association
College Fund, American Indian College Fund
International relief UNICEF, Care
Cancer research American Cancer Society,
National Cancer Coalition, M.D. Anderson Cancer
Center, Dana Farber Cancer Institute
Guide dogs
Guide Dogs for the Blind,
Canine Companions for Independence
Breast cancer research
Breast Cancer Research Foundation, National Breast
Cancer Foundation, Susan G. Komen Breast Cancer
Foundation
If so, please state your relationship to them and
write at least 25 words describing their interest in or
connection with this cause.
If you signed a will in the next 3 months, what is the
likelihood you might leave a BEQUEST gift honoring a
living [deceased] friend or family member to _____

51. Connection reminder +
tribute bequest offer
increases interest
Change in charitable bequest intention
for those with family/friend connection
Total Age 50+ Male Female
Memorial
reminder +14.0 +14.0 +13.5 +14.0
Living
reminder +9.2 +9.3 +7.7 +9.9
Average share with family/friend
connections to each cause
Total Age 50+ Male Female
Memorial
reminder 22.1% 27.1% 19.5% 23.6%
Living
reminder 34.2% 36.1% 30.4% 36.6%

52. Connection reminder + tribute
bequest offer can be “stacked”
with other bequest messages
Change in charitable bequest intention for
those with family/friend connection
Total Age 50+ Male Female
Memorial
reminder
+11.7 +12.2 +11.0 +12.1
Memorial
reminder
(after other
messages)
+15.0 +14.0 +15.3 +14.8
Living
reminder
+9.4 +11.3 +6.4 +10.0
Living
reminder
(after other
messages)
+9.2 +9.1 +7.9 +9.9

53. Donor stories + tribute reminder eliminates
giving-bequest intention gap for those with
friend/family connections
Giving – Tribute Bequest
Total
Age
50+ Male Female
Memorial
reminder
(after living/
deceased
stories)
-4.2 -1.7 -6.5 -3.1
Living
reminder
(after living/
deceased
stories)
-3.3 -2.3 -2.4 -3.7
TRIBUTE
REMINDER
DONOR
STORY
DONOR
STORY
DONOR
STORY

54. Tribute bequests are more attractive for
ascendants, less for descendants or friends
Family and friend words associated with interest in a tribute bequest
(ranked by strength of correlation)
Positive Non-significant Negative
grandmother +7.5 dad girl -12.8
family +3.5 children boy -13.7
mother +2.4 uncle kids -8.4
aunt +2.6 sister girls -12.1
grandfather +2.7 mom friends -3.5
husband +3.6 wife boys -11.6
cousin brother -6.4
parents daughter -6.1
son child -5.8
father friend -1.4

55. Phrasing the tribute question
Interested
Now
23%
16%
13%
Will Never
Be
Interested
17%
21%
21%
2014 Survey, 1,961 Respondents, Groups B/A/H
1 in 4 increased
their intention to leave a
charitable bequest
Honor a friend or family member by
making a memorial gift to charity in
my last will & testament
Make a bequest gift to charity in my
last will & testament in honor of a
friend or family member who
appreciated the charity's work
Make a bequest gift to charity in my
last will & testament in honor of a
friend or family member who was
passionate about the charity's work

56. Many people
increase their
interest in a
charitable bequest
if given the option
to leave a
tribute bequest
honoring a
loved one

57. Many people increase their interest if
given the option to leave a tribute
bequest honoring a loved one

58. Are Americans
becoming much
less likely to have
a signed and
witnessed will or
trust document?

59. Are
Americans
becoming
much less
likely to have
a signed and
witnessed will
or trust
document?

60. 61%
59%
57%
55%
53%
51%
1998
(n=18,987)
2000
(n=18,142)
2002
(n=17,353)
2004
(n=17,464)
2006
(n=17,033)
2008
(n=16,280)
2010
(n=17,562)
2012
(n=17,798)
2014
(projected)
U.S. 55+ population with a will or trust

61. States allowing “Transfer on Death”
deeds in 1995

62. States allowing “Transfer on Death”
deeds in 2000

63. States allowing “Transfer on Death”
deeds in 2005

64. States allowing “Transfer on Death”
deeds fall 2014

65. 55%
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
Age 55+ use of will alone or trust
Will Only
Funded Trust

66. 11.0%
10.5%
10.0%
9.5%
9.0%
8.5%
8.0%
1998
(n=18,987)
2000
(n=18,142)
2002
(n=17,353)
2004
(n=17,464)
2006
(n=17,033)
2008
(n=16,280)
2010
(n=17,562)
2012
(n=17,798)
2014
(projected)
Charitable beneficiary among those aged
55+ with a will or trust

67. 10%
8%
6%
4%
2%
0%
1998
(n=18,987)
2000
(n=18,142)
2002
(n=17,353)
2004
(n=17,464)
2006
(n=17,033)
2008
(n=16,280)
2010
(n=17,562)
2012
(n=17,798)
2014
(projected)
U.S. 55+ with a charitable beneficiary

68. Are
Americans
becoming
much less
likely to have
a signed and
witnessed will
or trust
document?

69. Are Americans becoming much less
likely to have a signed and witnessed
will or trust document?

70. Don’t the aging demographics say we
should be getting big charitable
bequest dollars now?
?

71. Don’t the
aging
demographics
say we should
be getting big
charitable
bequest
dollars now?

72. 140
120
100
80
60
40
20
0
1990
1992
1994
1996
1998
2000
2002
2004
2006
2008
2010
2012
2014
2016
$ Billions Annually
Charitable
bequests:
Predicted
v.
Received
Est. High ('98-'17)
Est. Middle ('98-'17)
Est. Low ('98-'17)
Charitable bequests
received
Estimated annually is 1/20 of 20 year estimated total
from P.G. Schervish and J. J. Havens (1999) “Millionaires
and the millenium: New estimates of the forthcoming
wealth transfer and the prospects for a golden age of
philanthropy”. Bequests received are inflation-adjusted
numbers from Giving USA 2014

73. Wealthy people die old.
Wealthy bequest donors die even older.
88
86
84
82
80
78
76
Median Age at Death
Linear (Male Bequest
Donor)
Linear (Female
Bequest Donor)
Linear (All Female)
Linear (All Male)
“the life expectancy
[of a 65-year-old
female Charitable
Remainder Trust
Donor]… would be…
nearly 10 and one-half
years longer than the
charitable income tax
deduction table
(90CM Table).
Clontz & Behan, NCPP 2010

74. 100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Cumulative percentage of charitable
bequest dollars by donor age at death
55-59 60-64 65-69 70-74 75-79 80-84 85-89 90-94 95+
Over 80% of charitable bequest
dollars come from decedents aged 80+

75. Half of all charitable bequest dollars came
from decedents this age and older…
Current U.S. study:
Age 89
New Australian study
(5% sample of national
probate files):
Age 90

76. 2000000
2500000
3000000
3500000
4000000
4500000
1914 (Age 100)
1917 (Age 97)
1920 (Age 94)
1923 (Age 91)
1926 (Age 88)
1929 (Age 85)
1932 (Age 82)
1935 (Age 79)
1938 (Age 76)
1941 (Age 73)
1944 (Age 70)
1947 (Age 67)
1950 (Age 64)
1953 (Age 61)
1956 (Age 58)
1959 (Age 55)
1962 (Age 52)
1965 (Age 49)
1968 (Age 46)
1971 (Age 43)
1974 (Age 40)
1977 (Age 37)
1980 (Age 34)
1983 (Age 31)
The “baby bust” is driving demographics
Births

77. 20,000,000
15,000,000
10,000,000
5,000,000
0
Total resident population by 5-year age groups
Temporary flat
trend in key
population
50-54 55-59 60-64 65-69 70-74 75-79 80-84 85-89 90-94 95-99 100+
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
Key population not growing, YET

78. Don’t the
aging
demographics
say we should
be getting big
charitable
bequest
dollars now?

79. Don’t the aging demographics say we
should be getting big charitable
bequest dollars now?

80. 90% of planned bequest donors never
change their plans

81. 90% of
planned
bequest
donors never
change their
charitable
plans

82. The NCPG (2000) study showed
that 90% of planned bequest
donors don't change their plans
Fiction
Among those (avg. age of
58) WITH a charitable plan,
10% chose “Amount
Decreased” when asked
about their overall plan,
“Has the amount of the
charitable bequest ever
increased or decreased?”
Fact
It showed that IF charity stayed in,
plan changes decreased total
charitable amount 10% of the time

83. Plans changes occur over time
Old
data
Post-mortem for
largest estates
We can see this only in
a LIFETIME survey
not in a
ONE TIME survey

84. The ten-year test
Among those who
reported a charitable plan
in the initial year AND
answered the same
question 10 years later,
what percentage still
reported having a
charitable plan?
1994 v. 2004; 1996 v. 2006
1998 v. 2008; 2000 v. 2010
2002 v. 2012

85. Most still report charitable plans 10
years later
70%
60%
50%
40%
30%
20%
10%
0%
10-Year Retention of Charitable Estate Component
1993/4 to
2004
1995/6 to
2006
1998 to
2008
2000 to
2010
2002 to
2012
age 70+
age 50-69

86. 85%
80%
75%
70%
65%
60%
55%
50%
Charitable Plan Loss Trajectory
Among those still answering the question who reported having a
charitable component in BOTH 1998 & 2000
2002 2004 2006 2008 2010 2012

87. “Count it and forget it”
doesn’t work!

88. 90% of
planned
bequest
donors never
change their
charitable
plans

89. 90% of planned bequest donors never
change their charitable plans

90. Most charitable
plans are added
within five years
of death

91. Most
charitable
plans are
added
within five
years of
death

92. Most realized charitable plans added
within 5 years (shown in red) of death
Total Number Total $

93. Although most charitable plans were
added within 5 years of death, ONE longer-term
plan was worth FOUR made in the
last two years.

94. A 5% national sample of 2012 probate records
in Australia showed an estimated
• 31% of charitable wills were signed
within 2 years of death
• 60% were signed within 5 years of
death
Baker, Christopher (2014) Encouraging Charitable Bequests by Australians . Asia-Pacific Centre for Social Investment
& Philanthropy - Swinburne University

95. Age at Will Signing
(by share of total charitable bequest $ transferred)
13% 80s+
76%
11%
70s
pre-70
Australian data from: Baker, Christopher (October, 2013) Encouraging Charitable Bequests by Australians . Asia-
Pacific Centre for Social Investment & Philanthropy - Swinburne University

96. Factors predicting when
charitable plans are
ADDED

97. 1. Approaching
death (final pre-death
survey)
2. Becoming a
widow/widower
3. Diagnosed with
cancer
4. Decline in self-reported
health
5. Divorce
6. Diagnosed with
heart problems
7. Diagnosed with
a stroke
8. First grandchild
9. Increasing
assets
10. Increasing
charitable giving

98. Factors predicting when
charitable plans are
DROPPED

99. 1. Decline in self-reported
health
2. Approaching
death (final pre-death
survey)
3. Becoming a
widow/widower
4. Divorce
5. Diagnosed with
cancer
6. Diagnosed with
heart problems
7. Diagnosed with
a stroke
8. First grandchild
9. First child
10. Exiting
homeownership

100. Most
charitable
plans are
added
within five
years of
death

101. Most charitable plans are added
within five years of death
(and many are dropped)

102. More older
adults (50+) are
resistant to
planned giving
concepts than
younger adults
(30-50)

103. More older
adults (50+) are
resistant to
planned giving
concepts than
younger adults
(30-50)

104. A larger share of older adults are
decidedly resistant to bequest
giving and planned giving
(2014 Survey)
Difference in older (50+) v. all respondents
Questions
I Will
Never Be
Interested
Definitely
Interested
Now
All gift of cash +0.1% +2.4%
All bequest gift +8.5% +0.6%
All tribute bequest +10.1% -0.2%
All TOD +13.2% -0.2%
All donor advised fund +13.9% -0.2%
All gift of stocks/bonds +14.3% +0.0%
All retained life estate +15.9% -0.9%
All CGA +16.8% -2.3%
All CRT +25.2% -1.9%

105. Older adults are initially more resistant to
bequest giving but more responsive to
bequest marketing

106. 14
12
10
8
6
4
2
0
Give-Bequest Gap
Older adults are initially
more resistant to
bequest giving but are
more responsive to
bequest giving marketing
All
50+
{ { { {
{ { {
{
}

107. Older adults initially more resistant to
tribute bequest concept (survey #1) but more
responsive to tribute bequest reminder (#2)
Average share with family/friend
connections to each cause
Total Age 50+
Memorial
reminder 22.1% 27.1%
Living
reminder 34.2% 36.1%
Change in charitable bequest
intention for those with
family/friend connection
Total Age 50+
Memorial
reminder +13.97 +13.96
Living
reminder +9.22 +9.33
Will Never Be Interested
All 50+
All bequest
gift 15.9% 24.4%
All tribute
bequest 20.3% 30.4%

108. More older
adults (50+) are
resistant to
planned giving
concepts than
younger adults
(30-50)

109. More older adults (50+) are resistant
to planned giving concepts, BUT are
also more responsive to messages

110. If you are in the signed and witnessed
will, you should expect to receive a
gift at death

111. If you are in the
signed and
witnessed will,
you should
expect to
receive a gift at
death

112. Previous data
Old
data
Small one-time
snapshots in life
New data
Post-mortem for
largest estates
The entire “lifetime” movie
(tracking same people from mid-life to post-mortem)

113. Wills
that
won’t
What ultimately
happened to
those written
and witnessed
will documents
reported during
life?

114. Reported wills are often unused
Distributed estates where decedent reported having a
written and witnessed will (n=6,063)
16%
38%
11%
10%
19%
6%
No will found
Will probated
Unprobated will: nothing
much of value
Unprobated will: estate
otherwise distributed
Unprobated will: trust
distributed
Unprobated will: other

115. Funded trusts more likely to work
Distributed estates where decedent reported having a
75%
4% 2%
10%
5%
4%
funded trust (n=913)
Funded trust exists
No documents
Will probated
Unprobated will:
Otherwise divided
Will - Nothing much of
value
Will - Unknown

116. If you are in the
signed and
witnessed will,
you should
expect to
receive a gift at
death

117. If you are in the signed and witnessed
will, you should expect to receive a
gift at death.

118. It is important to mention tax
deductions when initially describing a
planned gift

119. It is important to
mention tax
deductions when
initially
describing a
planned gift

120. Social
Desirability
Bias
The motivational
effects of tax
benefits appear
when measured
directly
People are unlikely
to report giving as
motivated by
personal benefits
like tax deductions

121. Mentioning tax deductions
increases charitable interest
Interested
Now
50%
33%
31%
Will Never
Be
Interested
8%
14%
20%
2014 Survey, 1,904 Respondents, Groups D/E/F
Receive a tax
deduction and make a
gift that pays you
income for life.
Make a gift that pays you
income for life and
receive a tax deduction.
Make a gift that pays you
income for life.

122. Mentioning tax deductions
increases charitable interest
Interested
Now
26%
12%
11%
Will Never
Be
Interested
23%
33%
42%
2014 Survey, 1,826 Respondents, Groups F/B/D
Immediately receive a tax
deduction for 70% of the value
of a house or land by making a
charitable gift of the property, but
keeping the RIGHT TO USE it for the
rest of your life.
Make a charitable gift of either a house
or land, but keep the RIGHT TO USE for
the rest of your life and immediately
receive a tax deduction for 70%
of the value of the property.
Make a charitable gift of either a house
or land, but keep the RIGHT TO USE it
for the rest of your life.

123. Mentioning tax deductions
increases charitable interest
Interested
Now
28%
27%
21%
Will Never
Be
Interested
17%
20%
25%
2014 Survey, 1,782 Respondents, Groups E/A/C
Get an immediate tax deduction
by making a gift where you still control the
investment of the assets, and receive
income from the investments for the rest of
your life with anything left over going to
charity at your death.
Make a gift where you get an
immediate tax deduction, still
control the investment of the assets and
receive income from the investments for the
rest of your life with anything left over going
to charity at your death.
Make a gift where you still control the
investment of the assets, and receive income
from the investments for the rest of your life
with anything left over going to charity at
your death.

124. It is important to
mention tax
deductions when
initially
describing a
planned gift

125. It is important to mention tax
deductions when initially describing a
planned gift