我们活着的人:在世和已故捐赠者的故事对慈善遗赠意向的影响

Q3 Economics, Econometrics and Finance International Journal of Nonprofit and Voluntary Sector Marketing Pub Date : 2016-05-01 DOI:10.1002/NVSM.1549

R. James, Claire Routley

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引用次数: 8

摘要

考虑到对个人死亡提醒的敏感性，选择鼓励慈善遗赠的信息可能特别具有挑战性。先前的研究表明，人们对死亡提醒的反应通常是回避，包括与死亡相关的人保持距离。我们比较了在其他方面相似的在世和已故遗赠人的故事对留下慈善遗赠的后续意图的影响。尽管这两种故事类型都显著增加了随后留下慈善遗产的意愿，但活着的捐赠者的故事始终优于其他相同的已故捐赠者的故事。募捐者可以很好地强调活着的计划遗赠捐赠者的故事，而在慈善遗赠筹款信息中不强调死亡和死者。版权所有©2016 John Wiley & Sons, Ltd。

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We the living: the effects of living and deceased donor stories on charitable bequest giving intentions

Choosing messages to encourage charitable bequest giving may be particularly challenging given sensitivity to personal mortality reminders. Previous research suggests that people often react to mortality reminders with avoidance, including distancing themselves from those associated with death. We compare the effects of otherwise similar living and deceased bequest donor stories on subsequent intentions to leave a charitable bequest. Although both story types significantly increased subsequent intentions to leave a charitable bequest, living donor stories consistently outperformed otherwise identical deceased donor stories. Fundraisers may do well to emphasize stories of living planned bequest donors and de-emphasize death and the deceased in charitable bequest fundraising messaging. Copyright © 2016 John Wiley & Sons, Ltd.

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来源期刊

International Journal of Nonprofit and Voluntary Sector Marketing BUSINESS-

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： International Journal of Nonprofit and Voluntary Sector Marketing provides an international forum for peer-reviewed papers and case studies on the latest techniques, thinking and best practice in marketing for the not-for-profit sector. Its objective is to provide a forum for the publication of refereed papers and practice notes which are of direct relevance to the practitioner while meeting the highest standards of intellectual rigour. In so doing, the Journal seeks to encourage communication and the sharing of expertise between all those concerned with nonprofit marketing, including those who are involved with fundraising and marketing, public relations, advertising and communications, IT and database management, academics and consultants to the sector. The main sectors covered by International Journal of Nonprofit and Voluntary Sector Marketing are: Goods and services marketing, Fundraising, Advertising and promotion, Branding and positioning, Campaigns and lobbying, Ethics and fundraising, Information technology and database management, Sponsorship, Public relations, Events management.