Leaving a legacy : bequest giving in Australia

Wiepking, Pamala, Madden, Kym M., & McDonald, Katie (2010) Leaving a legacy : bequest giving in Australia. Australasian Marketing Journal, 18(1), pp. 15-22.

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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.

Impact and interest:

5 citations in Scopus
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ID Code: 30306
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: Charitable bequests, Marketing, Estate planning, Philanthropy, Australia
ISSN: 1441-3582
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 > Research Centres > Australian Centre for Philanthropy and Nonprofit Studies
Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Accountancy
Copyright Owner: Copyright 2010 Australia and New Zealand Marketing Academy/Elsevier
Deposited On: 09 Feb 2010 21:43
Last Modified: 29 Nov 2013 00:43

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