Giving Motivations

As I blogged last week, it is extraordinary that 80,000 have given more than £1.1m (including gift aid) to Samaritans (no indefinite article I'm told). The article in the Guardian comments on the importance of who makes the ask as opposed to the case for support, the cause or other such factors. There will be a strong "giving in memoriam" element as a trigger. In my experience giving, in memory of a loved one, parent, partner or child, is one of the most powerful triggers for a gift. It is why some people start charities and why tribute giving is such an important area that, if charities realised it, could be harnessed to much greater effect. Currently charities tend to wait until after someone has died and then, in response to "in memoriam" or "gifts in lieu of flowers" suggest tentitatively that perhaps the givers and the family would like the charity to set up a fund in memory of the loved. Of course, handled sensitively, with an appropriate involvement device it works really, really well. So why stop there? Just as some people buy a little bit of immortality with pledges and legacies why could we not actively suggest, to those most likely to like the idea (research, research, research)the concept of gifts beyond the final legacy? Perhaps it's a step too far. However remember that talking about a "gift in your will" was thought to be insensitive and now is a routine part of legacy development. So, those minded to involve the family in the decision process (and many do) might be persuaded to continue the fundraising beyond the original giver's death. Just a thought?