Featured Research

from universities, journals, and other organizations

The last great fundraising opportunity: Study shows how identity can help charities increase legacy giving

Date:
September 8, 2011
Source:
Wiley-Blackwell
Summary:
Legacy giving should be a key focus for charity fundraising, say the authors of a new study. The study uses dimensional qualitative research to reveal how charities need to understand the motivational role of identity to increase access to the $23 billion which is inherited through wills every year.

Legacy giving should be a key focus for charity fundraising, say the authors of a study published in Psychology & Marketing. The study uses dimensional qualitative research to reveal how charities need to understand the motivational role of identity to increase access to the $23 billion which is inherited through wills every year.

Related Articles


In a time of austerity cuts to social welfare programs are increasing pressure on charitable organisations, however, while legacy fundraising accounts for 10% of charity income, only 8% of the population include a charity in their will, a figure which has not increased for over a century.

The study, led by Professor Adrian Sargeant, Robert F. Hartsook Chair in Fundraising at the Center on Philanthropy at Indiana University, examines the motivations for legacy giving, offering practical recommendations for fundraisers on how to increase participation levels.

The research team conducted a series of focus groups using a systematic approach known as dimensional qualitative research (DQR) to uncover the true motives for participants' legacy giving.

"The result was a richer picture of the motives for bequest giving than has emerged in many previous studies," Professor Sargeant. "Our findings indicate that bequest gifts are motivated by a variety of factors, including a lack of family need, a need to live on, a desire to make a difference to a cause, reciprocity and even spite."

Using DQR, the researchers discovered that identity is also a key motivation behind bequest giving.

"One of the key motives, not identified in the literature before, is identification with a charitable organisation," said Sargeant. "Our research points to a clear need to recognise how this identification occurs, and the need to foster this sense of shared values in a variety of ways."

The study is published as part of a special issue of Psychology & Marketing which presents examples of qualitative studies that are based on psychological dimensions.

"DQR is a recent approach which makes qualitative research more systematic in application, and more psychological with regard to implications," said journal editor Dr Ray Cohen. "This special issue may be highly influential in challenging researchers to re-evaluate the methods traditionally used to conduct focus groups, individual interviews, and other qualitative studies."


Story Source:

The above story is based on materials provided by Wiley-Blackwell. Note: Materials may be edited for content and length.


Cite This Page:

Wiley-Blackwell. "The last great fundraising opportunity: Study shows how identity can help charities increase legacy giving." ScienceDaily. ScienceDaily, 8 September 2011. <www.sciencedaily.com/releases/2011/09/110908080958.htm>.
Wiley-Blackwell. (2011, September 8). The last great fundraising opportunity: Study shows how identity can help charities increase legacy giving. ScienceDaily. Retrieved January 27, 2015 from www.sciencedaily.com/releases/2011/09/110908080958.htm
Wiley-Blackwell. "The last great fundraising opportunity: Study shows how identity can help charities increase legacy giving." ScienceDaily. www.sciencedaily.com/releases/2011/09/110908080958.htm (accessed January 27, 2015).

Share This


More From ScienceDaily



More Science & Society News

Tuesday, January 27, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

City Divided: A Look at Model Schools in the TDSB

City Divided: A Look at Model Schools in the TDSB

The Toronto Star (Jan. 27, 2015) — Model schools are rethinking how they engage with the community to help enhance the lives of the students and their parents. Video provided by The Toronto Star
Powered by NewsLook.com
WikiLeaks Accuses Google of Handing Over Emails to US

WikiLeaks Accuses Google of Handing Over Emails to US

AFP (Jan. 27, 2015) — Whistleblowing site WikiLeaks accused Google of handing over the emails and electronic data of its senior staff to the US authorities without providing notification until almost three years later. Duration: 01:09 Video provided by AFP
Powered by NewsLook.com
Storm Slams New England, Spares Mid-Atlantic

Storm Slams New England, Spares Mid-Atlantic

AP (Jan. 27, 2015) — A howling blizzard with wind gusts over 70 mph heaped snow on Boston along with other stretches of lower New England and Long Island on Tuesday, but failed to live up to the hype in Philadelphia and New York City. (Jan. 27) Video provided by AP
Powered by NewsLook.com
First U.S.-Based Bitcoin Exchange Goes Live

First U.S.-Based Bitcoin Exchange Goes Live

Newsy (Jan. 26, 2015) — Known as Coinbase, the startup exchange debuted Monday morning, initially causing a spike in bitcoin’s value. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
 
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:  

Breaking News:

Strange & Offbeat Stories

 

Science & Society

Business & Industry

Education & Learning

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:  

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile iPhone Android Web
Follow Facebook Twitter Google+
Subscribe RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins