Marketing Bequest Club Membership: An Exploratory Study of Legacy Pledgers
- 1 September 2006
- journal article
- research article
- Published by SAGE Publications in Nonprofit and Voluntary Sector Quarterly
- Vol. 35 (3), 384-404
- https://doi.org/10.1177/0899764006290788
Abstract
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.Keywords
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