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Successful Bequest Fundraising Lessons From Research

Content. Will MakingDeterminants of BequestDeterminants of Charitable BequestMotivesDonor PerceptionsTop 10 thoughts

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Successful Bequest Fundraising Lessons From Research

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    1. Successful Bequest Fundraising – Lessons From Research Professor Adrian Sargeant Indiana University. www.charityfundraising.org

    2. Content Will Making Determinants of Bequest Determinants of Charitable Bequest Motives Donor Perceptions Top 10 thoughts…

    4. Will Making

    6. Triggers For Making A Will Illness of the individual Death of a friend or relative Experience of sorting out estate of a relative Some form of family change Planning long distance travel The purchase of a house

    7. Barriers To Will Making A belief there will be no assets The absence of anyone obvious to leave anything to A feeling it was morbid to consider death The individual had not yet ‘got around to it.’ Too much going on! Too difficult And anxiety Self esteem

    8. Determinants of Bequest 75% motivated in this way Depresses current spending by around 18% Variations by age

    10. Who Gives??

    12. Who Gives 50+ individuals targeted Former donors, allied professionals, alumni, board members, lawyers, volunteers, members ‘Most successful planned giving organizations target middle-class donors’ ‘While the average income among donors is $75,000, 36% earn less than $50,000’

    13. Robert F. Sharpe Jr No correlation between either income or wealth and the likelihood of giving by bequest The average bequest (Circa $30-40K) comes from the estate of a retired woman, who either has no living children or feels they have enough money of their own.

    15. Will Making 87.8% of Supporters Made a Will 14.8% of supporters say they would leave a residuary bequest 97.6% of pledgers have made a will 40% have left a residuary bequest

    16. Supporters 76.5% feel that asking for a bequest is OK Only 42.7% said they would notify 31.4% would want recognition

    17. Pledgers Mail Press Ads TV Ads Presentations to groups of supporters Promotion via solicitors Promotion by FAs Telephone/Personal Visit

    21. And lying pledgers…

    22. Bequest fundraising practice So what do we do?

    25. More interesting statistics From My Own Research Only 67% said they would notify the charity (in UK 43%)

    26. But… Why exactly do we want to know who has pledged?

    29. Q: If I’ve left a gift to Oxfam in my will, should I tell you? A: Yes it’s really helpful if you could let us know that you have included us in your will - that way we know that we needn’t ask you again. We can also update you with aspects of Oxfam’s current work, and areas of work that are particularly interesting to you. You will find a form and pre-paid envelope in the pack for you to let us know your intentions - or you can just send us a brief note in the post.

    30. And why do we ask at all….????

    32. Top 10 Suggestions Make / Change A Will Ubiquitous coverage Funding for a ‘specific’ purpose – future needs. Celebration of large and small gifts Tax a motive? Pledgers spread across the database, but.. Influence remembrance Role of financial advisors will grow Promotion of social norms Treat pledgers differently !

    33. Thank You asargean@iupui.edu www.charityfundraising.org www.charityfacts.info

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