July 2, 2012

CIVILSOCIETY - Legacy fundraising 'should focus on the donor, not the charity'

Fundraisers should not focus on their charity’s needs, but rather on a donor’s own autobiography when chasing legacy bequests, according to research presented in London yesterday.

Dr Russell James, from Texas Tech University, presented the results of a unique experiment using brain imaging MRI scans to monitor people’s responses to the suggestion that they leave a legacy to various specified charities.