The word bequest sucks when it comes to generating planned gift revenue. Stop using it. Here’s why:
- No one uses this word with their family and friends so you shouldn’t use it with your donors… they won’t “get it”
- It reminds people about death and nothing scares people away from making planned giving decisions faster than thoughts about death
- Dr. Russell James’ research found that it increases the likelihood that donors will never be interested in a planned gift and decreases their interest in considering a planned gift as an option for supporting your mission
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I agree. The first time I heard the word “bequest” used in a planned gift setting, I had to ask my partner if my understanding of the term was correct! The term is not obvious to many people.
Thanks Doug. Clearly you are not alone.
Indeed.
But, what word schould we use instead?
Can we use the word “donation”?
In french, I use : don (donation) or legs (legacy) or succession or patrimoine (inheritance).
Thanks for your input!
Sylvie
‘Gift in will’ or ‘legacy gift’ work well.
Hi Greg
Just looking at Bequests for my church giving campaign.
I clearly understand issue with understanding it, did wonder. You mention Giving in Will but also say the whole concept turns people off giving altogether.
So is that your advice – don’t mention it at all. Cheers Barry
A couple of things here Barry.
1. The reason I say you should not use the word ‘bequest’ is because it confuses people.
2. Instead, try using the phrase: Gift in will (i.e.- consider leaving a gift in your will).
3. However, you should also recognize that thinking about one’s death is a turn-off. But that doesn’t mean you should not mention it at all. It just means you need to be cautious about how and when you talk about this kind of giving. You need to recognize that it could be a turn-off if you are not empathetic and thoughtful about how you go about your discussion.
Hope that helps.
Hey Barry,
Do you have a link to Russell James’ research that specifically discusses the word bequest?
See this research (slide 43): https://www.slideshare.net/rnja8c/planned-giving-words-that-work-part-ii