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

Charity shop growth at the lowest level for years

2 Oct 2014

The charity shops sector is still growing, but more slowly than before, according to the Charity Shops...

Tearfund chief executive steps down

2 Oct 2014

Tearfund chief executive Matthew Frost has announced he will step down from his role after almost a decade...

New buying group formed to support growth of social care charities

1 Oct 2014

A new membership group was launched today to support the growth of health and social care charities and...

RSPCA review advises charity to reassess prosecution of fox-hunters

2 Oct 2014

An independent review of the RSPCA has concluded that the charity should not pursue the prosecution of...

Charity Commission opens investigation into legal advice charity

2 Oct 2014

The Charity Commission has opened a statutory inquiry into a charity that provides legal advice to people...

Tearfund chief executive steps down

2 Oct 2014

Tearfund chief executive Matthew Frost has announced he will step down from his role after almost a decade...

Half of charities do not claim gift aid, 2014 SONI report suggests

2 Oct 2014

The proportion of UK charities reporting no income from gift aid increased eight percentage points to...

New organisation to arrange free data security support for charities

1 Oct 2014

A new scheme matching up IT professionals from the private sector to provide free advice on security and...

JustGiving page for Manchester Dogs’ Home receives four donations a second

15 Sep 2014

JustGiving has said that donations going to an appeal for the Manchester Dogs’ Home following an arson...

Join the discussion

Twitter button

@CSFundraising