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The appliance of science: Using research to develop your legacy fundraising

When & Where

10:30 - 11:30, Monday 3rd July 2017
Frobisher 4-6 - Level 4




Claire Routley , Jen Shang , Tye Korgaokar



This session will focus on the results of a ground-breaking research collaboration between the Hartsook Centre for Sustainable Philanthropy and Listen Fundraising. The study focused on applying academic theory to real-life legacy fundraising through a number of field experiments in telephone legacy fundraising. In our experiments, we explored a range of academic ideas from construal theory, to social information to symbolic immortality.
Our study aimed to develop a deep level of knowledge about how potential legacy donors think and feel about their decision making, and the principles that we will outline can be applied across a range of legacy fundraising scenarios.