Texas Tech University

Legacy appeals featuring 'living donors' more likely to be successful, research finds

Third Sector

September 28, 2016

Third Sector - Legacy fundraising appeals that involve sharing stories about living people who have left bequests to charity are more likely to be successful than those that do not, according to new research.

The paper We the Living: The Effects of Living and Deceased Donor Stories on Charitable Bequest Giving Intentions by Claire Routley, a research fellow at Plymouth University and Russell James, a professor at Texas Tech University in the US, found that donors who read stories about other donors expressed a greater interest in leaving a gift in their will than those who did not.

Read the story here.