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Marketing bequest club membership: an exploratory study of legacy pledgers

Sargeant, Adrian and Wymer, Walter and Hilton, Toni (2006) Marketing bequest club membership: an exploratory study of legacy pledgers. Nonprofit and Voluntary Sector Quarterly, 35 (3). pp. 384-404. ISSN 0899-7640

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Official URL: http://dx.doi.org/10.1177/0899764006290788


Although bequest income accounts for 9% of overall giving in the United States many nonprofits continue to focus their solicitation efforts on the very wealthy, ignoring the bulk of the fund-raising database. In this study the authors work with three large nonprofits operating bequest societies and using direct marketing to solicit gifts from across their fund-raising database. They compare the profiles of their bequest pledgers with nonpledgers to determine whether individuals willing to offer a bequest may be demographically or attitudinally distinct. Developing a discriminant function they correctly classify 77.1% of 624 respondents to a postal survey of 3,000 donors and/or pledgers. Legacy pledgers appear significantly more likely to be seeking a means of reciprocation, are more concerned that the organization be performing well, and are more concerned with the quality of communications they receive. The fund-raising implications of their analysis are explored.

Item Type:Article
Research Community:University of Westminster > Westminster Business School
ID Code:7805
Deposited On:22 Mar 2010 16:28
Last Modified:22 Mar 2010 16:28

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