Texas Tech University

Using the phrase 'a gift in your will' gets best results for legacy fundraisers, says report

Third Sector

August 25, 2015

Third Sector - Legacy fundraisers would have more success if they referred to a legacy as "a gift in your will" instead of using terms such as "bequest" or ‘‘legacy" or asking people to ‘‘remember your favourite charities’’ according to research

The paper, Phrasing the Charitable Bequest Inquiry by Russell James, a professor at Texas Tech University, says that people were significantly more interested in leaving a legacy when asked if they would "make a gift to charity in your last will and testament" than if they were asked to make a "bequest" or a "bequest gift to charity".

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