Leaving a legacy : bequest giving in Australia
This article considers what drives donors to leave charitable bequests. Building on theories of charitable bequest giving, we consider two types of motivations for leaving a bequest: attitudinal and structural motivations. Using unique Australian data, we show that a strong belief in the efficacy of charitable organisations has a significant positive effect on the likelihood of leaving a bequest, as does past giving behaviour and having no children. As bequests constitute an important income stream for charitable organisations, this research can help fundraisers better target their marketing strategies towards those most likely to plan their estates and motivate these people to make bequests.
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|Item Type:||Journal Article|
|Keywords:||Charitable bequests, Marketing, Estate planning, Philanthropy, Australia|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300)|
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Australian and New Zealand Standard Research Classification > STUDIES IN HUMAN SOCIETY (160000) > OTHER STUDIES IN HUMAN SOCIETY (169900)
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Research Centres > Centre for Philanthropy and Nonprofit Studies
Current > Schools > School of Accountancy
|Copyright Owner:||Copyright 2010 Australia and New Zealand Marketing Academy/Elsevier|
|Deposited On:||10 Feb 2010 07:43|
|Last Modified:||01 Mar 2012 00:15|
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