The final gift: targeting the potential charity legator
نویسنده
چکیده
* Although legacy income is of enormous importance to many of the UK’s fundraising charities, little reliable information exists to assist practitioners in targeting potential legatorswith appropriatemessages. In particular, themotives formakinga legacy gift and the differences between those doing so and the general supporter base are unknown. This makes segmentation and the subsequent development of strategy problematic.
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