Abstract
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.
DOI
10.1002/nvsm.1549
Publication Date
2016-05-01
Publication Title
International Journal of Nonprofit and Voluntary Sector Marketing
Volume
21
Issue
2
Publisher
Wiley
ISSN
1465-4520
Embargo Period
2024-11-19
First Page
109
Last Page
117
Recommended Citation
James, R., & Routley, C. (2016) 'We the living: the effects of living and deceased donor stories on charitable bequest giving intentions', International Journal of Nonprofit and Voluntary Sector Marketing, 21(2), pp. 109-117. Wiley: Available at: https://doi.org/10.1002/nvsm.1549
