The timing of final charitable bequest decisions

James, Russell N.; Baker, Christopher

doi:10.1002/nvsm.1529

Cited by 7 publications

(10 citation statements)

References 5 publications

(3 reference statements)

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“…Distinct campaigns centred on positive attitudes towards military charities and emergency services charities will resonate here. The older age of this cluster links clearly with research undertaken on charitable bequests such as James III and Baker (2015), who identified from US and Australian data levels of end-of-life donations formalised within estate plans. This segment may be worth targeting with bequest solicitations on entering retirement age.…”

Section: Implications Of Four Donor Segmentssupporting

confidence: 59%

Feed the world or help the heroes? Exploring how political attitudes influence charitable choice

Robson

Hart

2020

Journal of Marketing Management

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Very few examples of donor intention and donor segmentation based on individual attitudes are evident in the literature. Given the common use of the domestic-versus-international charity binary by donors when selecting types of charity to support, and the suggestion that political attitudes and charitable giving are potentially difficult to separate, the current study investigates if charitable choice is linked to attitudes towards immigration and military action. Data from 398 online survey respondents using regression analysis identifies the most significant combination of donation predictors based on political and charitable attitudes. Political attitudes play only a limited role in explaining donation intention. Further k-means cluster analysis leads to the development of four segments who vary in their donation intentions, political attitudes and preferred types of charities. This work extends existing knowledge on donor segmentation, charitable marketing and the interplay between politics and charitable giving.

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Section: Implications Of Four Donor Segmentssupporting

confidence: 59%

Feed the world or help the heroes? Exploring how political attitudes influence charitable choice

Robson

Hart

2020

Journal of Marketing Management

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“…), and the median age category was the 30s. Because of the particular importance of the bequest decision making of older adults (James and Baker, ), the statistical analysis includes separate interactions to examine the difference in effects of the messages on those aged 50 and above.…”

Section: Methodsmentioning

confidence: 99%

We the living: the effects of living and deceased donor stories on charitable bequest giving intentions

James

Routley

2016

J of Philanthropy and Mktg

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Choosing messages to encourage charitable bequest giving may be particularly challenging given sensitivity to personal mortality reminders. Previous research suggests that people often react to mortality reminders with avoidance, including distancing themselves from those associated with death. We compare the effects of otherwise similar living and deceased bequest donor stories on subsequent intentions to leave a charitable bequest. Although both story types significantly increased subsequent intentions to leave a charitable bequest, living donor stories consistently outperformed otherwise identical deceased donor stories. Fundraisers may do well to emphasize stories of living planned bequest donors and deemphasize death and the deceased in charitable bequest fundraising messaging.

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“…Beyond this, the fluidity of such plans determines the relative importance of getting in the plan (initial commitment) and staying in the plan (retention), and thus the corresponding resources that should reasonably be assigned to each task. Although fundraising practitioners might prefer to work under the assumption that older decedents infrequently change their wills, previous research suggests otherwise (James III & Baker, 2015). Some evidence suggests that charitable bequest gift decisions that actually control estate transfers are made late in life.…”

Section: Introductionmentioning

confidence: 99%

“…Further, over three-fourths of bequest dollars transferred to charity were from wills signed at age 80 or older (James III & Baker, 2015).…”

Section: Introductionmentioning

confidence: 99%

“…These results suggest fluidity in the presence of a charitable component of an estate plan (James III, 2019). For example, the 10-year retention rate of a charitable estate component is approximately 55% amongst adults over age 50 years (James III & Baker, 2015). In other words, amongst those who had reported having a charitable component in their estate plan, only 55% who answered the same question 10 years later still reported having a charitable component in their estate plan.…”

Section: Introductionmentioning

confidence: 99%

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The final outcome of charitable bequest gift intentions: Findings and implications for legacy fundraising

Wishart¹,

James

2020

Journal of Philanthropy and Marketing

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Charitable bequest gifts are important to charities but evaluating legacy fundraising activities is problematic. These activities may not generate bequest income until many years later. Thus, many charities focus on generating reports of current plans or intentions for bequest gifts. Such approaches depend on the link between these reports and ultimate bequest transfers. However, this link is not well documented. This study presents the first multi‐organisational results linking ultimate estate distributions with lifetime legacy giving plans or intentions reported to charities. Ten Australian charities provided data from those dying in 2014–2017. Among 700 decedents who had confirmed the presence of a planned bequest gift to the charity, 35% generated no estate gift. This lost gift rate varied from 17 to 60% across different organisations. The average loss rate was 24% when the charity had at least one communication with the decedent within 2 years of death, and 48% otherwise. Among 264 people reporting to the charity that they were “intending” or “considering” an estate gift but not confirming it, 89% left no gift at death. Among 507 people only requesting information about making a bequest gift, 95% left no gift at death. These results suggest the importance of moving donors to the point of planned gift confirmation and then maintaining relationships until the end of life. However, marketing remains challenging given that 58% of the 2,682 total bequest gifts received by these organisations came from decedents who were not donors during life.

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The timing of final charitable bequest decisions

Cited by 7 publications

References 5 publications

Feed the world or help the heroes? Exploring how political attitudes influence charitable choice

Feed the world or help the heroes? Exploring how political attitudes influence charitable choice

We the living: the effects of living and deceased donor stories on charitable bequest giving intentions

The final outcome of charitable bequest gift intentions: Findings and implications for legacy fundraising

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