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The most powerful motivators of major gifts and legacy gifts.
RemembranceHonor
Memorialize
Pay tribute
Fairness
Right wrongs
Give back
HormonesOxytocin “the love hormone”
Cortisol for focus
Brain
Neurons transmitting information
Mirror neurons support empathy
ReligionFind meaning
Satisfy dictates
Allay guilt
Social
Synthetic family
Community
Notoriety
All of this simply supports our desire to feel good (which is really the core motivator for all giving).
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Feeling like your job is getting harder because donor expectations have changed and competition for the charitable dollar is growing?
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We are consistently finding a new motivation for planned/legacy gifts by showing people the “hidden taxes” in IRD assets upon the death of the surviving spouse. We ask one question, “When the administrator of your estate writes a check, had you rather the check be made payable to the IRS or your favorite charities?” Secondly, “Would you be interested in self-directing all tax liabilities from the IRS to your favorite charities?” 99% of people give a resounding “YES!”
Hmmm. Interestingly that’s pretty much exactly the opposite of what I was trying to say in this post. 🙂 Tax benefits come way after all the other motivators. But thanks for the insight.