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Marketing charitable bequests to lawyers

McGregor-Lowndes, Myles & Hannah, Frances M. (2011) Marketing charitable bequests to lawyers. International Journal of Nonprofit and Voluntary Sector Marketing.

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Abstract

There is scant literature about the role of the lawyer in influencing the likelihood of a charitable bequest being made in a will. Charities regularly advertise in legal journals and supply bequest materials to lawyers, but the effectiveness of these strategies for influencing lawyers appears not to have been measured in the literature or in practice. Our exploratory research indicates that specialist estate lawyers report that they pay little or no attention to traditional marketing of charitable bequests to them and that lawyers’ specific information needs from charities about bequests are not being satisfied appropriately. Our study reveals that lawyers do seek information from charities in order to write a will’s bequest clause, once a bequest has been considered by the client. Lawyers indicated frustration with obtaining this information from charities, and we recommend some actions for charities to rectify this situation. Recommendations for enhanced bequest solicitation are made together with suggestions for pathways for future bequest research involving lawyers.

Impact and interest:

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ID Code: 47957
Item Type: Journal Article
Additional Information: Early View (Online Version of Record published before inclusion in an issue)
Keywords: charitable bequests, bequest marketing, estate lawyers, marketing
DOI: 10.1002/nvsm.413
ISSN: 1465-4520
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > ACCOUNTING AUDITING AND ACCOUNTABILITY (150100) > Accounting Auditing and Accountability not elsewhere classified (150199)
Divisions: Current > Research Centres > Australian Centre for Philanthropy and Nonprofit Studies
Current > QUT Faculties and Divisions > QUT Business School
Deposited On: 06 Jan 2012 08:33
Last Modified: 25 Sep 2013 22:41

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