# The language of bequest

- Link: https://fundraising.co.uk/2009/08/31/language-bequest/
- Published: 2009-08-31T17:59:30+01:00
- Author: Howard Lake

We recently conducted research for the Association of Fundraising Professionals 
and Legacy Leaders that in part looked at the language donors used to describe their
bequests. Our study focused on donors to public radio stations and a State University
and the findings parallel exploratory research conducted in the domain of temporal
decision making (Trope and Liberman, 2003) indicating that people think about decisions
differently depending on whether they relate to the present or to the future. The
results suggest that careful attention to the language employed in bequest solicitation
would be likely to enhance levels of participation in this form of giving, since
the bequest is a ‘future’ gift. The dimensions of interest are summarized below.

 

### Abstract Versus Concrete

 

## Advertisement

When taking decisions about the present individuals prefer to think in terms of 
concrete information. Asking for a one-off donation by indicating what a donation
at specific levels will buy is therefore a good strategy to adopt. Telling a donor
that $10 buys a meal for a homeless person would be an example of a ‘concrete’ appeal.
When taking decisions about the future, however, individuals prefer to think in 
the abstract and would thus pay more attention to what these things might mean in
the continuation of organizational values. Talking with passion about the quality
of care, the relief of suffering, the dignity afforded to clients etc. would be 
more effectual in this future context.

 

### Superordinate Versus Subordinate

 

In the present, informing people about the mechanics of how an organization is achieving
its goals would be the optimal strategy. Thus in the University context, talking
to donors about the current needs of students, the facilities, the number of professors,
buildings etc. would all be appropriate. These are the nuts and bolts that a University
to pursue its mission. In persuading individuals to offer a bequest, however, it
may be more effectual to talk about what the successful achievement of the mission
will deliver. Promotional messages stressing the organization’s ability to improve
the community, open up life experiences and to make a difference in the lives of
local people, would be more appropriate. ‘Why’ is more important in the future than‘
how.’

 

### Decontextualized Versus Contextualized

 

Giving in the present can be bolstered by focusing on the organizational context
and indicating the help it is providing in the here and now to beneficiaries. The
rationale offered for support is very much set within the context of the organization.
This nonprofit can help x number of beneficiaries, touching their lives in the following
ways … For bequests the organization should give consideration to illustrating why
the work of the organization is of broader social significance. For example, ‘society
has a duty to provide the best terminal care that it can,’ ‘our loved ones might
one day benefit from their work,’ ‘no-one should be allowed to suffer unnecessarily,’
etc. Rather than talk about the immediate impact on beneficiaries, the benefit to
the local community and/or wider society should be emphasized.

 

### Structured / Unstructured

 

Finally, in seeking to promote take-up of bequests, nonprofits can think through
their long term vision for the organization. While annual appeals can be undertaken
in a relatively unstructured way, focusing on the most immediate and pressing of
needs, appeals for bequests need to articulate a longer term and coherent plan for
what the organization is trying to achieve.

 

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