Texas Tech University

How your donors literally think about legacy

The Nonprofit Times

June 24, 2015

The Nonprofit Times - Medical technology can track what your donors think about legacy giving. A conversation about planned giving makes prospects look back on their lives, think about their legacy and it’s all trackable.

A study conducted by Russell James, J.D., CFP, at Texas Tech University and cited by Tedesco showed what happens to a person's brain during a conversation about planned giving. Subjects were placed in an MRI and their brains observed to see which sections activate when someone speaks to them about the topic.

Read the story here.