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Bequest giving: Revisiting donor motivation with dimensional qualitative research
Author(s) -
Sargeant Adrian,
Shang Jen
Publication year - 2011
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20424
Subject(s) - bequest , reciprocity (cultural anthropology) , variety (cybernetics) , identification (biology) , qualitative analysis , qualitative research , social psychology , raising (metalworking) , psychology , positive economics , marketing , sociology , economics , computer science , business , social science , political science , mathematics , artificial intelligence , botany , geometry , law , biology
This research seeks to examine donor motivation for supporting nonprofits with a bequest. We employ dimensional qualitative research (DQR) procedures, demonstrating both the utility of the approach and how the framework can be employed to illuminate bequest giving. Employing an approach to data analysis based on grounded theory, our findings indicate that bequest gifts are motivated by a variety of factors, including a lack of family need, a need to live on, a desire to make a difference to a cause, reciprocity, and spite. In addition, we highlight a second‐order modality that emerged from the BASIC IDS analytical framework. Identification was found to be a highly influential factor in driving bequest‐giving behavior. A series of practical fund raising recommendations are offered to facilitate giving. © 2011 Wiley Periodicals, Inc.