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

Wellcome Trust's investment portfolio reaches £18bn

19 Dec 2014

The Wellcome Trust has posted a 15.4 per cent return on its investment portfolio, earning £2.5bn for...

HMRC tax statistics suggest large rise in charitable giving

19 Dec 2014

Tax relief on giving is expected to rise by 11 per cent in the year to March 2015, suggesting a large...

Andrew O’Brien moves from NCVO to head CFG’s policy team

19 Dec 2014

Andrew O’Brien is to join the Charity Finance Group as head of policy and public affairs.

PDSA plans to change objects to offer paid for services

19 Dec 2014

The Charity Commission has sided with the People’s Dispensary for Sick Animals on a decision that would...

Charity Commission exercises inquiry powers four times as often as previous year, report shows

19 Dec 2014

The Charity Commission investigated almost 2,000 charities in the year to March 2014 and used statutory...

DWP promises measures to improve charities’ experience of the Work Programme

18 Dec 2014

The Department for Work and Pensions has agreed to introduce measures expected to improve the Work Programme...

CRUK crowdfunding effort flops

15 Dec 2014

Cancer Research UK’s three new crowdfunding campaigns did not manage to raise even 10 per cent of the...

Volunteering platform Do-it relaunches

12 Dec 2014

Online volunteering platform Do-it has been relaunched today by its new owner, the Do-it Trust, with more...

‘The challenge is getting people to use IT systems’

28 Nov 2014

Whatever type of customer-relationship management system charities use, the biggest challenge is convincing...

Join the discussion

Twitter button

@CSFundraising