We the living: the effects of living and deceased donor stories on charitable bequest giving intentions

Autor:	Claire Routley, Russell N. James
Rok vydání:	2016
Předmět:	Marketing Economics and Econometrics Deceased donor Social psychology (sociology) Actuarial science Bequest Distancing Strategy and Management 05 social sciences Living donor Planned giving 0506 political science 0502 economics and business 050602 political science & public administration Economics 050211 marketing Social psychology
Zdroj:	International Journal of Nonprofit and Voluntary Sector Marketing. 21:109-117
ISSN:	1465-4520
DOI:	10.1002/nvsm.1549
Popis:	Choosing messages to encourage charitable bequest giving may be particularly challenging given sensitivity to personal mortality reminders. Previous research suggests that people often react to mortality reminders with avoidance, including distancing themselves from those associated with death. We compare the effects of otherwise similar living and deceased bequest donor stories on subsequent intentions to leave a charitable bequest. Although both story types significantly increased subsequent intentions to leave a charitable bequest, living donor stories consistently outperformed otherwise identical deceased donor stories. Fundraisers may do well to emphasize stories of living planned bequest donors and de-emphasize death and the deceased in charitable bequest fundraising messaging. Copyright © 2016 John Wiley & Sons, Ltd.
Databáze:	OpenAIRE
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