Bequests to Educational Institutions: Who Gives and Why?

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 fi elds of marketing, sociology, economics, and sociology to provide an insight into both who gives and why. The fi ndings 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 fi ndings may be incorporated into practitioners ' bequest fundraising. Wendy Scaifeis a senior research fellow in the Centre of Philanthropy and Nonprofi t Studies at the Queensland University of Technology in Australia, and researches and teaches in nonprofi t 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.

Motives and barriers to bequest giving

“…Prosocial behaviours manifest in a variety of ways (Penner et al ., ) and giving behaviours are driven by a range of personal attributes, beliefs and attitudes (Penner, ). The key motives for structured, planned charitable behaviour that have emerged from the literature include efficacy motivations, altruistic attitudes, religious and political value motivations, and reputation motivations (James III, 2009a; Madden and Scaife, ; Routley et al ., ; Sargeant et al ., ; Schervish and Havens, ). We will address each of these theoretical motivations in turn and deduce hypotheses about the influence of these motivations on the making of charitable bequests.…”

Lack of early engagement: a pre‐eminent barrier to Australian university bequest giving?

“…Today educational institutions in Australia receive 'about one in 20 dollars' of all money donated and they are on par with environmental and animal welfare groups (Australian Council of Social Service, 2005). Further, it has been suggested that bequest income will possible grow in the forthcoming years (Routley et al, 2007). Schervish and Havens (1999) predict that the intergenerational wealth transfer between 1998 and 2050 will amount to around $41trillion dollars in the US with a minimum of $6 million dollars bequeathed to nonprofit organisations.…”

Inheritance in Australia: family and charitable distributions from personal estates

“…An international comparison of charitable giving in the early 2000s shows that charitable giving in the United States amounts to 1.79 per cent of GDP, far ahead of any other country. Even so, systematic research around philanthropy and charitable giving only took shape in the United States during the 1980s, and even now 'the topic of charitable bequests remains grievously under-researched' (Routley et al 2007). Even so, systematic research around philanthropy and charitable giving only took shape in the United States during the 1980s, and even now 'the topic of charitable bequests remains grievously under-researched' (Routley et al 2007).…”

“…By this reckoning, the United Kingdom is the next most generous country at 0.73 per cent, followed by Canada at 0.72 per cent, and then Australia at 0.69 per cent (Pharoah 2006). Even so, systematic research around philanthropy and charitable giving only took shape in the United States during the 1980s, and even now 'the topic of charitable bequests remains grievously under-researched' (Routley et al 2007).…”