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Decision Making in High Net Worth Households
In the 2012 Bank of America study of high net worth, respondents were asked:
"Thinking about your overall giving in 2011, how were charitable decisions typically made?"
My spouse or partner and I made these decisions jointly. - 45.5%
I was the sole decision maker, or I was the primary decision maker but conferred with my spouse or partner. - 45.5%
My spouse or partner and I made these decisions separately without conferring. - 8%
My spouse or partner was the sole decision maker, or my spouse or partner was the primary decision maker but conferred with me. - 0.9%
This survey confirms what we have learned through years of experience.
The best strategy is usually one that includes everyone who will participate in the gift making decision as early in the relationship as possible.
Your qualifying (first) visit will probably be with the person most connected with your organization. If so, consider a closing comment at that meeting that welcomes the participation of their spouse or partner, such as, "It would be a pleasure to meet your _________ on my next visit. Perhaps we can make that happen."