Share

Tact and cheek win with legators

Tact and cheek win with legators
News

Tact and cheek win with legators

Fundraising | Celina Ribeiro | 7 Jul 2008

When asking for a legacy, most fundraisers attempt to treat the issue with grace and tact, but they could end up better off if they ask the donor to leave them money ‘when they kick the bucket’.

Research conducted for the TDA legacy research consortium found that people responded well to irreverent references to death and legacies. Conversely, direct language about death or pushy requests for a legacy were found to turn off potential legators.

The study, carried out by Caroline Midmore Associates, involved extensive focus group discussions with people in the 50 – 75 age bracket.

As the baby boomer generation starts to consider their wills a little more seriously, and the charity landscape suggests that people are more inclined to give to charities while they are alive, a new approach to requesting bequests could be needed to ensure that legacies remain a central and large part of voluntary contributions to third sector organisations.

“Leaving a legacy is the ultimate pledge of allegiance to a charity’s work and any communications surrounding this need to be carefully considered,” said David Burrows of TDA.

But while the cheeky language did score well, tactful and sensitive requests remained popular with the research participants.

Comments

[Cancel] | Reply to:

Close »

Community Standards

The civilsociety.co.uk community and comments board is intended as a platform for informed and civilised debate.

We hope to encourage a broad range of views, however, there are standards that we expect commentators to uphold. We reserve the right to delete or amend any comments that do not adhere to these standards.

We welcome:

  • Robust but respectful debate
  • Strongly held opinions
  • Intelligent relevant discussion
  • The sharing of relevant experiences
  • New participants

We will not publish:

  • Rude, threatening, offensive, obscene or abusive language, or links to such material
  • Links to commercial organisations or spam postings. The comments board is not an advertising platform
  • The posting of contact details for yourself or others
  • Comments intended for malicious purpose or mindless abuse
  • Comments purporting to be from another person or organisation under false pretences
  • Gratuitous criticism, commentary or self-promotion
  • Any material which breaches copyright or privacy laws, or could be considered libellous
  • The use of the comments board for the pursuit or extension of personal disputes

Be aware:

  • Views expressed on the comments board are left at users’ discretion and are in no way views held or supported by Civil Society Media
  • Comments left by others may not be accurate, do not rely on them as fact
  • You may be misunderstood - sarcasm and humour can easily be taken out of context, try to be clear

Please:

  • Enjoy the opportunity to express your opinion and respect the right of others to express theirs
  • Confine your remarks to issues rather than personalities

Together we can keep our community a polite, respectful and intelligent platform for discussion.

Free eNews

NAO: Commission has improved but there is still more to do

22 Jan 2015

The Charity Commission has made a good start towards becoming a proactive regulator, but still has a long...

Social investment will be at the centre of UK's G8 agenda, says Wilson

22 Jan 2015

Social investment will be at the “heart” of the government’s agenda when world leaders meet for...

Small charities have fewer staff but more to do, says FSI

21 Jan 2015

Small charities have seen the number of staff they employ fall, but volunteers increase, according to...

Focus on the practical, MP Mordaunt tells charities

23 Jan 2015

Penny Mordaunt MP has urged charities to keep the focus on “practical things” in the lead-up to the...

Charities afraid to speak out over fears of funding cuts, according to NCIA report

23 Jan 2015

A report released today by the National Council for Independent Action finds that charities hold back...

English National Opera chair quits after two 'challenging' years

23 Jan 2015

English National Opera has announced that its chair, Martyn Rose, will step down on 15 February after...

Comparison website for special needs services launched by charity consortium

23 Jan 2015

A coalition of social care charities has launched a TripAdvisor-style website, designed to help families...

CRUK debuts contactless giving through shop windows

21 Jan 2015

Cancer Research UK has announced a collaboration with outdoor media owner Clear Channel to bring contactless...

Charity IT Association will provide free technology advice

15 Jan 2015

Four IT organisations have pooled their resources to launch the Charity IT Association and provide free...

Join the discussion

Twitter button

@CSFundraising