Bequests to Educational Institutions: Who Gives and Why?
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Bequests to Educational Institutions: Who Gives and Why? Received (in revised form): 19th July, 2007
Claire Routley is a Ph.D. student at Bristol Business School, researching legacy giving motivations. She is Legacy and In Memoriam Marketing Manager for UK-based charity, Help the Aged.
Adrian Sargeant is the Robert F. Hartsook Professor of Fundraising at Indiana University. He was previously the chair of the Centre for Voluntary Sector Management at Henley Management College in the U.K, and a professor of nonprofit marketing at Bristol Business School. Professor Sargeant is the author of Fundraising Management and Marketing Management for Nonprofit Organizations published by Routledge and the Oxford University Press, respectively.
Wendy Scaife is a senior research fellow in the Centre of Philanthropy and Nonprofit Studies at the Queensland University of Technology in Australia, and researches and teaches in nonprofit management and marketing, fundraising, and corporate community involvement. Wendy was part of the team on the Giving Australia research study and has completed best practice fundraising studies in arts, sport, and medical research. Current research projects include work in local government and philanthropy as well as reviewing fundraising training in Australia.
Abstract Bequests have played an important role in the foundation and development of many educational organizations. It is possible that as mortality rates increase, bequest income will become even more vital. In order to maximize income from this source, practitioners need to understand both who leaves bequests, and what their motivations may be for doing so. This study analyzes literature from the fields of marketing, sociology, Author’s Contact Address: Claire Routley Help The Aged 207-221 Pentonville Rd London, NI 9UZ Tel: 020 7239 7558 E-mail: [email protected]
economics, and sociology to provide an insight into both who gives and why. The findings show that individuals from across the donor base may be receptive to a bequest appeal, and that there appear to be both altruistic and egoistic motivations driving the bequest giving decision. The study concludes with suggestions as to how these findings may be incorporated into practitioners’ bequest fundraising. International Journal of Educational Advancement (2007) 7, 193–201. doi:10.1057/palgrave.ijea.2150061
Keywords: bequests, bequest motivations, planned giving
INTERNATIONAL JOURNAL OF EDUCATIONAL ADVANCEMENT. VOL.7 NO.3 193–201 © 2007 PALGRAVE MACMILLAN LTD. ISSN 1744–6503 $30.00 www.palgrave-journals.com/ijea
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Claire Routley, Adrian Sargeant and Wendy Scaife
Introduction Bequest income has been vital to educational institutions for centuries, from William of Durham’s bequest in 1249, which eventually founded University College, Oxford, to John Harvard’s gift of £779 in 1638 to the Institution that now bears his name. Bequests are also highly significant for the wider nonprofit sector. In the United States, giving by bequest in 2006 has been estimated at $22.91 bil
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