People are complex beings. We think we’re rational and that we make considered and informed choices, but in fact our psychology rules, and all sorts of quirks of the brain, subconscious feelings, and underexplored drivers influence our decisions. Including the decision to leave a charitable bequest.
We all want to feel good. And understanding what drives psychological wellbeing (PWB) – feeling good and content with our life – when it comes to legacy giving, can help us in our fundraising.
In 2018 and 2019, I conducted two surveys of 2,100 people. The aim of the research was to bring theories about psychological wellbeing into the legacy giving domain, to understand more about how a person’s PWB affects their decision to leave a gift, and how they move from consideration (‘I might leave a gift in my will’) to intent (‘I will leave a gift and am taking active steps to do so’).
Often when approaching the subject of a gift in a will, legacy fundraisers will focus on what the donor can do for the charity. Understanding legacy giving from the donor’s perspective and how communications can influence their PWB can help us be more effective in encouraging people to leave a gift in their will.
Here are three of the key insights from the research and what they mean for legacy fundraisers.
Demonstrate a sense of connectedness and community
Connectedness is essentially how close we feel to a person, community, or charity. This feeling is significant; the more connected a person is to a charity, the more likely they are to include them in their will. One way people often forge strong relationships and connect with a cause is if they or someone they love have in some way benefitted from its work.
An easy way to connect donors with others and the charity is through sharing stories of beneficiaries. Case studies that resonate on an emotional level can help someone feel part of something important and bigger.
This video from the Robin Hood Foundation uses beneficiary stories to demonstrate just what a legacy gift can achieve. It’s simple, but the powerful stories resonate emotionally, helping to inspire giving.
Show how leaving a gift makes a difference
Simply put, self-efficacy describes a person’s belief that they can achieve their goals and make a difference in the long term – which fits with the future focus of legacy giving.
The research shows that higher levels of self-efficacy significantly increase the likelihood that someone will include a charity in their will. It resonates with the idea that people want to make a difference, and that they can have a positive impact on the charity and its beneficiaries.
So, in order to increase legacy income, charities need to bring to life just how a person’s legacy gift can make a difference.
Charities might try to do this in a number of ways – from creative legacy campaigns, invitations to visit facilities, talks from researchers, to impact reports, and virtual tours.
Every year, the Lord Mayor’s Appeal releases an impact report and brings the insight and evidence across their communications and website, shining a light on their work and showing how donations support it. It’s very easy then for supporters to see how they can make a difference.
Inspiring a sense of having a purpose in life
One of the ways that can help people feel more comfortable with the idea of dying is if they feel their life has had some kind of purpose. Leaving a gift in a will to charity encourages a person to think about their life and what matters. For example, a beneficiary or volunteer may want to support a charity that has been important to them. And by leaving a gift, they are able to make a difference after they die, enhancing that person’s ultimate purpose in life.
By reminding supporters that their legacy will live on and benefit future generations, we can make them feel less intimidated by death, and focus on a positive way to be remembered. UNICEF’s ‘we are the generation’ campaign showcases the achievements of the next generation of legacy givers, such as visits to the moon and 60s fashion. Through its positive tone and message, it achieves just this.
The importance of psychological wellbeing for fundraisers
Understanding which psychological factors drive the decision to leave a gift can make our work as legacy fundraisers more effective. It’s all about helping people to feel good, and making the act of leaving a charitable bequest a more meaningful experience for donors and supporters. Having an understanding of psychological wellbeing can help you do just that.
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