Keeping Giving Going
The Keeping Giving Going project seeks to examine how Australians think about charitable bequests and to better understand the motivations, barriers and triggers affecting those who make charitable bequests or who might do so. It provides empirical evidence to support and extend the anecdotal knowledge of those working with donors in the sector, and suggests ten key recommendations for charities flowing from the study.
The Keeping Giving Project specifically:
- investigagtes the factors that prompt - or inhibit - an individual in making a charitable bequest, including:
- instrinsic motivations (e.g. compassion, recognition, etc.);
- extrinsic motivations and triggers (e.g. prompting by an adviser, peer or charity; death of a family member or friend; direct involvement in the charity)
- compares these findings with previous general models of giving;
- pinpoints the types of people most likely to make a bequest (in psychographic and socio-demographic terms);
- identifies responses to the various types of bequest marketing undertaken; and
- explores trends in outreach to potential bequestors (e.g. multi-media, electronic media).