The last great fundraising opportunity: Study shows how identity can help charities increase legacy giving
Thursday, September 8, 2011 - 09:31
in Mathematics & Economics
Legacy giving should be a key focus for charity fundraising, say the authors of a new study. The study uses dimensional qualitative research to reveal how charities need to understand the motivational role of identity to increase access to the $23 billion which is inherited through wills every year.