Bequest motives and barriers to giving: The case of direct mail donors

Sargeant, Adrian; Hilton, Toni; Wymer, Walter

Abstract

Charitable bequests currently account for 9 percent of overall giving in the United States. In this study we examine the motives for this form of support and the potential barriers to giving perceived by members of bequest societies or legacy clubs solicited through direct mail. Through a series of eight focus groups we delineate the individual motives for offering a bequest, the organizational factors that drive gifts of this type, and the potential barriers that could prevent such a gift from being made. The implications for professional fundraising practice are explored. © Wiley Periodicals, Inc.

• Journal Article Type: Article
• Publication Date: Jan 1, 2006
• Journal: Nonprofit Management and Leadership
• Print ISSN: 1048-6682
• Publisher: Wiley
• Peer Reviewed: Peer Reviewed
• Volume: 17
• Issue: 1
• Pages: 49-66
• DOI: https://doi.org/10.1002/nml.130
• Keywords: bequest, motives, barriers, direct mail, donors
• Public URL: https://uwe-repository.worktribe.com/output/1045282
• Publisher URL: http://dx.doi.org/10.1002/nml.130