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

Falling rag prices likely to cost charities tens of millions

1 Sep 2014

Charities are likely to lose tens of millions of pounds this year from a fall in the price of recycled...

Commission contacts Bradley Wiggins' charity over concerns about how it has spent donations

29 Aug 2014

The Charity Commission has contacted the trustees of the Bradley Wiggins Foundation after the charity...

Royal Institution rules out selling Mayfair HQ after reducing its debt

27 Aug 2014

The Royal Institution, the science communication charity, has said it will not have to sell its London...

Changemakers becomes part of Foyer Federation

1 Sep 2014

Youth charity Changemakers has merged into the Foyer Federation to scale-up its youth leadership projects,...

Sky News anchor accuses Barnardo's chief of fence-sitting over Rotherham scandal

1 Sep 2014

Barnardo’s chief executive Javed Khan refused to call for the resignation of South Yorkshire Police...

Former Awema chief executive cleared of two counts of fraud

1 Sep 2014

The former chief executive of the Welsh race relations charity, Awema, was cleared of two counts of fraud...

Over 145 charities receive donations from #icebucketchallenge through JustGiving

1 Sep 2014

Over 145 individual charities have benefited from donations made as a result of the ice bucket challenge,...

EU data protection proposals would kill fundraisers’ mailing lists, says report

28 Aug 2014

Proposed EU data protection rules could destroy mailing lists relied on by charity fundraisers, and would...

Macmillan: We did not hijack #icebucketchallenge

21 Aug 2014

Macmillan has hit back against accusations on social media that it has hijacked #icebucketchallenge, saying...

Join the discussion

Twitter button

@CSFundraising