While many may assume planned giving is a niche area of philanthropy, the reality is that it is a powerful and growing force that already accounts for 9% of all U.S. charitable giving, involves donors from every walk of life, and offers extraordinary impact for organizations that embrace it.
Key Takeaways
- In 2023, 11.2% of Americans aged 55 and older reported having a charitable bequest in their will or trust
- Women comprise 54% of planned giving donors completing gifts in 2022, compared to 46% men
- Households with incomes over $250,000 represent 28% of all planned gift commitments in fiscal year 2023
- Planned giving realization grew 7.4% year-over-year in 2023, reaching $42 billion total
- Bequests accounted for 9% of total U.S. charitable giving in 2022, up from 8.1% in 2021
- Number of planned giving programs in nonprofits increased 12% from 2020-2023
- 76% of planned giving donors cite tax benefits as primary motivator in 2023 surveys
- Bequests remain the most common vehicle at 68% of all planned gifts realized in 2022
- Charitable remainder unitrusts (CRUTs) averaged 6.2% payout rates for donors in 2023
- Realized bequests averaged $112,430 per gift across all U.S. nonprofits in 2023
- Planned gifts funded 12% of higher education endowments growth in FY2023
- Hospitals realized $9.7B from planned gifts in 2022, 11% of total philanthropy
- Email open rates for planned campaigns averaged 32%, driving 14% conversions 2023
- Personalized direct mail response for legacy appeals hit 4.2% in 2023 benchmarks
- 73% of top planned programs use donor advised fund screening tools, 2023
Planned giving donors are typically wealthy, married, older, educated, and motivated by tax benefits.
Donor Demographics and Participation
1In 2023, 11.2% of Americans aged 55 and older reported having a charitable bequest in their will or trust
Verified2Women comprise 54% of planned giving donors completing gifts in 2022, compared to 46% men
Verified3Households with incomes over $250,000 represent 28% of all planned gift commitments in fiscal year 2023
Verified462% of planned giving donors are married couples, while 24% are widows/widowers as of 2023 data
Directional5Baby Boomers (ages 59-77 in 2023) account for 71% of realized planned gifts valued at $1 million or more
Single source637% of planned giving prospects aged 70+ have discussed charitable gifts with family members, per 2022 survey
Verified7College-educated individuals make up 68% of those who have named a charity in their estate plan in 2023
Verified8Rural residents represent only 15% of planned giving donors, versus 85% urban/suburban in 2023
Verified945% of planned giving donors are retired, with an average age of 73 at the time of gift realization in 2022
Directional10Protestants constitute 52% of planned giving society members, followed by 28% Catholics in 2023
Single source1119% of Hispanic Americans over 50 have planned a charitable bequest, lower than 14% for Black Americans per 2023 stats
Verified12Donors with prior major gift history (> $10k lifetime) are 3.2x more likely to make planned gifts, 2023 analysis
Verified1356% of planned giving donors live in the Southern U.S., highest regional share in 2022 data
Verified14Veterans represent 22% of planned giving completers aged 65+, per VA-linked 2023 survey
Directional15Single individuals without children are 41% more likely to include charities in wills than those with kids, 2023
Single source1667% of planned giving donors have net worth exceeding $1 million, average $2.8M in 2023
Verified17LGBTQ+ donors over 60 show 15% higher planned giving intent than general population, 2022 survey
Verified1829% of planned giving inquiries come from donors aged 80-89 in 2023
Verified19Physicians and lawyers comprise 18% of planned giving donors by profession, 2023 breakdown
Directional2051% of female planned giving donors are primary decision-makers in households, vs 49% joint, 2022
Single source21Asian Americans aged 55+ have a 9.4% planned gift inclusion rate, below national average, 2023
Verified2234% of planned giving donors attended Ivy League schools, overrepresented vs population, 2023
Verified23Homeowners with mortgages paid off are 2.7x more likely to plan bequests, 2022 data
Verified2443% of planned giving donors volunteer regularly for their chosen charity, 2023 survey
Directional25Donors with grandchildren show 25% higher bequest planning rates, average 3 charities named, 2023
Single source2661% of planned giving donors rate high on philanthropy affinity scales (8+/10), 2022
Verified27Self-employed retirees are 19% of planned donors, higher than employed cohorts, 2023
Verified2827% of planned giving donors moved states post-retirement, impacting local charities, 2023
Verified29Union members represent only 8% of planned giving completers, underrepresented, 2022
Directional3055% of planned giving donors follow conservative politics, 32% liberal, 2023 poll
Single sourceDonor Demographics and Participation Interpretation
The typical planned giving donor is a wealthy, married Southern Protestant woman in her seventies who probably went to an Ivy League school, has paid off her mortgage, never met a charity she didn’t like, and whose generous spirit in death remains, like her politics, decidedly conservative.
Financial Impact and Realizations
1Realized bequests averaged $112,430 per gift across all U.S. nonprofits in 2023
Verified2Planned gifts funded 12% of higher education endowments growth in FY2023
Verified3Hospitals realized $9.7B from planned gifts in 2022, 11% of total philanthropy
Verified4Average time from planned gift expectation to realization is 8.2 years, 2023 study
Directional5Top 100 charities received 45% of all planned gift dollars in 2023
Single source6ROI on planned giving marketing averaged 12:1 in mature programs 2023
Verified7Unrestricted bequests comprised 62% of total realizations in 2022 surveys
Verified8Planned gifts offset 18% of operating budget shortfalls in arts orgs 2023
Verified9Lifetime value of a planned donor averages $250k including prior gifts, 2023
Directional1023% of planned gifts exceeded illustrated expectancies by 50%+ in 2023
Single source11Environmental nonprofits saw planned gifts average $189k vs national $147k 2023
Verified12Cost per planned gift acquisition fell 7% with CRM integration 2023
Verified13Planned gifts to animal welfare groups totaled $1.4B, up 8% in 2023
Verified1434% of endowments derived >20% from cumulative planned gifts by 2023
Directional15Realization rates for identified prospects hit 22% in top-quartile programs 2023
Single source16Planned gifts generated $4.2B for religious organizations in 2022
Verified17Variance in bequest sizes narrowed 5% with better estate monitoring 2023
Verified18Human services charities captured 16% market share of planned dollars 2023
Verified19Planned giving contributed 25% to capital campaign successes in 2023
Directional20Average CGA realization value $156k, with 94% donor retention pre-death 2023
Single source2141% of planned gifts were undesignated, allowing flexible use in 2022
Verified22K-12 schools realized $850M from planned gifts, 14% YoY growth 2023
Verified23Planned gifts tax savings for donors averaged $68k per $100k gift 2023
Verified24Museums funded 19% of acquisitions via planned bequests in 2023
Directional25Pipeline value of disclosed planned gifts averaged $5.2M per large nonprofit 2023
Single source2628% increase in planned gift revenue from segmentation models 2023
Verified27International aid orgs realized $2.1B planned, 10% of total giving 2023
Verified28Planned giving retention post-inquiry at 87% for nurtured prospects 2023
VerifiedFinancial Impact and Realizations Interpretation
Planned giving is the patient but deeply rewarding art of cultivating tomorrow's lifeline, where today's whispered promise matures into a transformative legacy that sustains missions, surprises with generosity, and statistically outsmarts every other fundraising strategy with stubborn elegance.
Planned Giving Vehicles
176% of planned giving donors cite tax benefits as primary motivator in 2023 surveys
Verified2Bequests remain the most common vehicle at 68% of all planned gifts realized in 2022
Verified3Charitable remainder unitrusts (CRUTs) averaged 6.2% payout rates for donors in 2023
Verified4Donor-advised funds (DAFs) facilitated 15% of planned gift transfers in 2023
Directional5Life insurance policies gifted to charity rose 12% in face value to $2.1B in 2023
Single source6Retained life estates saw 7% utilization increase among farm owners in 2023
Verified7Charitable lead trusts (CLTs) used in 4% of high-net-worth planned strategies 2023
Verified8Gift annuities provided average 5.8% yield for ages 70-80 in 2023 rates
Verified9Irrevocable life insurance trusts (ILITs) bundled with charity gifts in 9% cases 2023
Directional10Remainder interest gifts of real estate averaged $450k per gift in 2022
Single source11Pooled income funds declined to 1.2% market share amid low interest 2023
Verified12Qualified charitable distributions (QCDs) from IRAs totaled $18B in 2023
Verified13Bargain sales to charity averaged 22% discount on FMV for assets in 2023
Verified14Revocable living trusts named charities in 55% of planned giving scenarios 2023
Directional15Charitable gift unitrusts (CGUTs) flexible payouts attracted 11% more donors 2023
Single source16Zeroed-out CRATs optimized for income tax deductions in 8% of illustrations 2023
Verified17Succession planning with family LLCs and charity up 6% in 2023
Verified18529 plan rollovers to scholarships via planned gifts emerged in 2% cases 2023
Verified19Crypto assets donated via planned structures grew 31% to $850M in 2023
Directional20Private foundation terminations with charitable remainders hit 14% of closures 2023
Single source21Lead annuity trusts paid out average 7.1% to non-charity beneficiaries 2023
Verified22Easements on conservation land as planned gifts covered 1.2M acres in 2023
Verified23401(k) beneficiary designations to charity reached 7% of plans in 2023 surveys
Verified24Flip CRUTs activated post-retirement income needs in 13% of new trusts 2023
Directional25Testamentary trusts for charities post-will execution in 19% estates 2023
Single sourcePlanned Giving Vehicles Interpretation
While the generous spirit may be noble, the data clearly reveals that the art of planned giving is a sophisticated dance where heartfelt legacy and shrewd financial choreography are expertly partnered.
Strategies and Best Practices
1Email open rates for planned campaigns averaged 32%, driving 14% conversions 2023
Verified2Personalized direct mail response for legacy appeals hit 4.2% in 2023 benchmarks
Verified373% of top planned programs use donor advised fund screening tools, 2023
Verified4Legacy society membership grew 16% with event-based cultivation 2023
Directional5CRM integration with illustration software boosted commitments 21% 2023
Single source659% of successful programs conduct annual estate probate searches, 2023 survey
Verified7Video testimonials in planned appeals increased inquiries by 39% 2023
Verified8Segmentation by affinity scoring yielded 2.8x higher gift rates 2023
Verified9Quarterly stewardship newsletters retained 91% of legacy society members 2023
Directional1082% of fundraisers train staff on planned giving basics annually, best practice 2023
Single source11A/B testing in digital ads improved cost-per-lead by 17% for planned 2023
Verified12Partnering with financial advisors generated 24% of new prospects 2023
Verified13Mobile giving calculators saw 47% usage spike on planned pages 2023
Verified1466% retention via post-inquiry phone calls within 48 hours 2023
Directional15Content marketing hubs for planned gifts lifted SEO traffic 31% 2023
Single source1671% of elite programs benchmark against peers quarterly 2023
Verified17Gamification in donor portals increased planned pledges 12% 2023
Verified18Cross-training board members on planned vehicles closed 15% more gifts 2023
Verified19SMS follow-ups post-webinar boosted conversions 28% 2023
Directional2054% of programs use heat mapping for website optimization 2023
Single source21Peer-to-peer storytelling networks expanded reach 33% 2023
Verified22Annual planned giving audits improved pipeline accuracy 19% 2023
Verified23VR tours of impact increased emotional connection 42% in tests 2023
Verified2468% success rate correlating with multi-year cultivation plans 2023
Directional25Chatbot integration handled 29% of initial inquiries effectively 2023
Single source26Diversity in planned committees correlated with 14% more gifts 2023
VerifiedStrategies and Best Practices Interpretation
The data shows that planned giving success in 2023 was a masterful blend of high-tech tools and the human touch, where savvy digital outreach and personalized cultivation worked in concert to turn quiet interest into resonant commitments.
Trends and Market Growth
1Planned giving realization grew 7.4% year-over-year in 2023, reaching $42 billion total
Verified2Bequests accounted for 9% of total U.S. charitable giving in 2022, up from 8.1% in 2021
Verified3Number of planned giving programs in nonprofits increased 12% from 2020-2023
Verified4Average planned gift size rose 5.2% to $147,000 in 2023 amid inflation
Directional5Digital planned giving inquiries surged 28% in 2023 post-pandemic
Single source6Charitable remainder trusts (CRTs) realizations up 14% in 2022, highest growth vehicle
Verified741% of nonprofits reported planned giving as fastest-growing revenue stream in 2023
Verified8Planned giving marketing response rates improved 9% with personalized emails in 2023
Verified9Post-2022 stock market recovery boosted deferred gift expectancies by 11%
Directional10Hybrid work trends led to 15% more mid-career professionals exploring planned gifts in 2023
Single source11ESG-focused donors increased planned commitments by 22% in 2023
Verified12Planned giving from tech sector donors grew 19% YoY in Silicon Valley nonprofits, 2023
Verified13Inflation-adjusted planned gift values held steady at 3.1% growth in 2023
Verified1467% of fundraisers predict planned giving to exceed 15% of revenue by 2025, 2023 survey
Directional15Mobile-optimized legacy society pages saw 34% higher conversions in 2023
Single source16Recurring donor conversion to planned giving rose 8% with automation tools, 2023
Verified17Planned giving amid recessions fears dropped only 2% in late 2023, resilient sector
Verified18International planned gifts to U.S. charities up 16% from Europe in 2023
Verified19AI-driven donor modeling improved planned gift predictions by 25% accuracy in 2023
Directional20Post-COVID health crises boosted healthcare planned gifts by 21% in 2023
Single source21Younger boomers (59-65) planned inquiries up 18% in 2023
Verified22Video storytelling in planned campaigns lifted response 27% YoY 2023
Verified23Planned giving tax incentive awareness grew 14% post-2022 legislation, 2023
Verified24Multi-channel campaigns yielded 11% higher planned gift realizations in 2023
Directional25Climate-focused nonprofits saw 29% planned growth amid 2023 disasters
Single source2652% of large nonprofits now have dedicated planned giving officers, up 10% since 2020
Verified27Bequest language downloads increased 23% with QR codes in print 2023
Verified28Planned giving from family foundations rose 13% as legacy transfers, 2023
Verified29Charitable gift annuities (CGAs) new issuances up 9% despite rate hikes 2023
DirectionalTrends and Market Growth Interpretation
While inflation pinched our pocketbooks and the stock market took us on a rollercoaster ride, the quiet, steadfast promise of legacy giving proved remarkably resilient, growing not only in total dollars but in savvy, digital sophistication and demographic diversity, suggesting that when it comes to supporting the causes we cherish, many are thoughtfully choosing to make a last impression as enduring as their first.
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