Legacy giving as a two-step process
The psychology of bequest fundraising appears to be a two-step process, with different drivers of the decision to include a gift to charity in one’s Will and the decision of how much to donate.
In this 8-minute video, Prof Russell James discusses the relationships between money attitudes and charitable bequest intentions.
Prof James summarizes key learnings from his recent research and offers practical advice for legacy fundraisers, including why practical planning and tax-efficiency messages may be most useful at the inclusion stage, while conversations about permanence, recognition, and personally meaningful legacy may become more relevant after a donor has decided to give.
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Read the fill article for free:
James, R. N., III, & Routley, C. (2026). Money attitudes driving charitable bequest intentions: Understanding legacy-gift segments to inform nonprofit communication strategy. Journal of Philanthropy, 31, e70052.
