The final gift: targeting the potential charity legator

Sargeant, A. and Hilton, T. 2005. The final gift: targeting the potential charity legator. International Journal of Nonprofit and Voluntary Sector Marketing. 10 (1), pp. 3-16. https://doi.org/10.1002/nvsm.3

TitleThe final gift: targeting the potential charity legator
AuthorsSargeant, A. and Hilton, T.
Abstract

Although legacy income is of enormous importance to many of the UK's fundraising charities, little reliable information exists to assist practitioners in targeting potential legators with appropriate messages. In particular, the motives for making a legacy gift and the differences between those doing so and the general supporter base are unknown. This makes segmentation and the subsequent development of strategy problematic.

This exploratory study seeks to address these issues and compare the motives of individuals who support charities during their lifetime with the motives of individuals who, in addition, pledge a legacy. The authors conclude that fundraisers looking to increase legacy income should target their older supporters, particularly those in their mid to late 60s', as well as users of their services. The findings also suggest that communications to these groups should stress organizational performance and service quality commitments.

JournalInternational Journal of Nonprofit and Voluntary Sector Marketing
Journal citation10 (1), pp. 3-16
ISSN1465-4520
YearFeb 2005
PublisherWiley
Digital Object Identifier (DOI)https://doi.org/10.1002/nvsm.3
Publication dates
PublishedFeb 2005

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