Leaving a legacy: Bequest giving in Australia

Pamala Wiepking, Kym Madden and Katie McDonald

Australasian marketing journal, 2010, vol. 18, issue 1, 15-22

Abstract: 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.

Keywords: Charitable bequests; Marketing; Estate planning; Philanthropy (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:18:y:2010:i:1:p:15-22

DOI: 10.1016/j.ausmj.2009.10.005

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