Psychology & Marketing
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The Last Great Fundraising Opportunity: Study Shows How Identity Can Help Charities Increase Legacy Giving
Legacy giving should be a key focus for charity fundraising, say the authors of a study published in Psychology & Marketing. The study uses dimensional qualitative research to reveal how charities need to understand the motivational role of identity to increase access to the $23 billion which is inherited through wills every year.
Avatars as sophisticated consumer marketing tools