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

James Russell N. | Zendy; Routley Claire | Zendy

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

Author(s) -

James Russell N.,

Routley Claire

Publication year - 2016

Publication title -

international journal of nonprofit and voluntary sector marketing

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.398

H-Index - 12

eISSN - 1479-103X

pISSN - 1465-4520

DOI - 10.1002/nvsm.1549

Subject(s) - bequest , distancing , social psychology , altruism (biology) , psychology , advertising , business , political science , medicine , law , covid-19 , disease , pathology , infectious disease (medical specialty)

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.

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