23 May 2018
There has been a proliferation of research into legacy giving and related areas, particularly over the last 10 years.
But much of this research is hard to access and little understood which is a real problem for fundraisers and the non-profit sector as a whole.
It is a problem because the more we learn about legacy giving, the more we understand that it is completely different to lifetime giving. And without a better understanding into the how, what and why of legacy giving, we will be completely ineffective as fundraisers. This could cost the sector literally billions of pounds in lost funding, given the transfer of wealth that is projected to take place in the UK over the next 20-30 years.
But there is hope for fundraisers thanks to the publication of a world’s-first literature review into legacy giving, commissioned by Legacy Voice and carried out by Professor Adrian Sargeant and Dr Claire Routley at the University of Plymouth’s philanthropy team.
In it you will find masses of information from more than 160 published papers across fundraising, marketing, sociology, psychology and behavioural economics.
Below we have highlighted 10 things you can learn from research, which we hope can help you grasp the opportunity that legacy giving has to offer. Not just in financial terms for your organisation, but also for the many positive ways legacy giving can help your donors too.
A full copy of the legacy giving literature review is available to download at http://legacyvoice.co.uk/legacy-giving-research/
Ashley Rowthorn, Director at Legacy Voice