Study will look at donor motivation

Remember a Charity has commissioned a study into what makes people decide whether or not to leave legacies.

The survey, which will be conducted by market research company TNS, will focus on family behaviour, public confidence in charities and the extent to which a lack of understanding of the practicalities of leaving a legacy acts as a barrier.

Remember a Charity will use the findings, expected in July, to inform a new marketing approach (Third Sector, 23 April). It plans to shift away from awareness-raising activities towards tactics designed to change people's behaviour.

It will use a legacy of nearly £1m left to the consortium by an anonymous donor to fund the campaign, which is set to launch later this year. "Legacies have been a much overlooked revenue for charity," said Iain McAndrew, head of the research steering group.

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