Breaking the taboo: Legacy and in memory fundraising
•Télécharger en tant que PPTX, PDF•
1 j'aime•899 vues
From the 2016 NCVO Funding Conference in association with Kingston Smith
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
En vedette (20)
Similaire à Breaking the taboo: Legacy and in memory fundraising
Similaire à Breaking the taboo: Legacy and in memory fundraising (20)
Plus de NCVO - National Council for Voluntary Organisations
Plus de NCVO - National Council for Voluntary Organisations (20)
Dernier
Dernier (20)
Breaking the taboo: Legacy and in memory fundraising
- 1. Breaking the taboo: legacy and in memory fundraising
- 2. Taboo /təˈbuː/ (noun): A taboo is: (a) a cultural production,(b) that is sacred (religious) or magical (profane) in nature, (c) which dictates behavioural and/or conversational prohibitions, (d) whose transgression is likely to provoke sanctions due to the contagious nature of the taboo, and (e) which are associated with individuals’ emotional ambivalence Sabri et al 2010
- 4. The twin taboos of death and money
- 5. “Nothing in life is certain, but death and taxes.”
- 6. Google boss struggles to talk about his salary
- 8. So how do we break down these taboos?
- 9. Humour
- 10. “By using humour to communicate a sensitive subject we’ve been able to take huge steps forward, making our unique work stand out from traditional charity advertising. Results from audience surveys have shown that the campaign has started to overcome taboos and change public perception around the subject of wills.” - Remember a Charity
- 12. “Legacy giving reaches highest level in 5 years” nfpSynergy research shows 17% of public have included a gift in their Will. Up from 10% in 2010.
- 13. Social norming
- 15. Sanders 2013
- 16. But in recent years, we have seen a drop in the number of legacies we are receiving. That's why we feel it's so important to learn what our supporters think about them. Recently, we have seen an increase in the number of our supporters enquiring about gifts in Wills. That's why we feel it's so important to learn what our supporters think about them. Hard No 51.64% 63.04% Soft No 19.41% 11.7% Enquirer 13.93% 14.78% Considerer 14.71% 10.27% Intender 0.31% 0.21% Total 100% 100% Shang, Corbett and Routley 2015
- 17. Control Social Information Hard No 63.85% 62.82% Soft No 2.98% 3.44% Interested 2.95% 2.37% Considering a Legacy 10.12% 6.87% Considerer Information 18.28% 22.68% Intender 0.72% 0.76% Pledger 1.10% 1.07% Total 100% 100% Shang, Corbett and Routley 2015 1/3 of our most loyal supporters haven't made a will. Many of them are taking advantage of the WillAid Scheme. 2/3 of our most loyal supporter have made a will. Many of them took advantage of the Will Aid scheme. Hard No 60.45% 65.47% Soft No 15.58% 18.79% Considering 18.34% 11.68% Intender 1.81% 0.76% Pledger 3.82% 3.29% Total 100% 100
- 18. Telling a story
- 21. • Encouraging Charitable Bequests: A Test of Message Effectiveness • Living donor stories
- 23. Sharing the future vision
- 24. “Imagine it is early in January, and you are just beginning to think about what to give your sweetheart for Valentine’s Day. With time to spare, you entertain a number of grand ideas about the most romantic way to demonstrate your affection, contemplating the pleasure that would ensue from selecting the perfect gift. Now imagine if the calendar was to roll ahead to February 13, and you still had not bought a gift. How might your perspective change? With time closing in, the unpleasant possibility of waking up tomorrow morning empty- handed would probably weigh heavier on your mind than any grandiose notion of thrilling your sweetheart with the perfect present.”
- 26. Lifetime giving Bequest giving Abstract v concrete £15 buys a session of physiotherapy Physiotherapy improves quality of life Superordinate v subordinate Our 15 trained drugs counsellors provide 300 sessions a week Getting clean transforms the lives of addicts, the people who love them, and their local communities De- contextualised v contextualised Every year we care for 3500 patients in their own homes Everyone should be able to die in the place they choose Promotion of primary values - As a caring person, you would want these service to continue Structured v unstructured Help little Mtembe get the food he needs today Over the next 15 years, we plan to work with farmers to set up irrigation systems, completely eliminating famine in the region by 2030
- 28. Terror Management Theory “Bequest giving decisions – like all estate planning decisions – are made in the context of personal mortality contemplation”. Russell James: Encouraging Charitable Requests 2014
- 29. “The reality of our immortality is an affront on the self. In response we strive for autobiographical heroism in support of our cultural communities.” Otto Rank & Ernest Becker
- 30. Legacy gifts can provide symbolic immortality Family naturally the closest community • 2/3 of legacy gifts come from childless people Giving to a cause that reflects your life story – values, experience, connection. Need to demonstrate the long term impact
- 31. Use the taboo
- 33. “The only thing we have to fear is fear itself.” Franklin D. Roosevelt
Notes de l'éditeur
- Cultural: only incest, cannibalism and murder seem to be universal taboos. Other taboos are social/historical e.g. homosexuality, smoking. They ensure group survival/perpetuity. Prohibited without reason/explanation (or maybe even spoken rules!). Sanction feels divine in nature. Death as a conversational taboo – and a behavioural one e.g. killing self/others. Think about how we use euphemisms: kick the bucket, shuffle off the mortal coil, turn up your toes, deceased, snuffed it, passed away, gone to the other side, expired, meeting your maker. Affects the wider group e.g. a person who transgresses a taboo becomes contagious, and threatens the maintenance of social order No point something becoming taboo if no one wants to do it! In the case of death, thanatos: the death instinct, aggressive instincts Why is death such a taboo (on an individual basis)? Firstly, participants’ narratives revolve around the the thematization of death as a rupture in their life project. For some participants, organ donation punctuates their sense of ontological security, and as such, they consider this a morbid, depressing, upsetting, disturbing and weird topic of conversation. For others, the thematization of death brings home to them the need to focus on the immediacy of the present moment by ‘living life to the max’. What happens when we see taboos: Hadley and MacKay (2006) explain this causation by arguing that arousing stimuli directly engage an emotional reaction system that triggers release of neurotransmitters or stress hormones, which facilitate attention and recall…. Nevertheless, research into the taboo-superiority effect has suggested that when sensory inputs are high level, taboo words can be prone to suppression (Hadley and MacKay 2006; MacKay et al. 2004) because of the degree of anxiety associated with them. Such a stimulus response is characterized by an inhibition of the processing of emotional information, either through conscious suppression or unconscious repression (Singer 1992). Consequently, it is proposed that a curvilinear relationship links the degree of taboo-arousing appeals to attention. At low levels of tabooness, there may not be enough impact to attract attention to the advertisement. At moderate levels, the tabooness is intriguing, diverting attention from the broader context and stimulating processing of the content of the advertisement. At high levels of taboo, revulsion is experienced; attention is diverted and processing stops. What happens when someone treads on a taboo? (article 2) On the one hand, taboo ads were thought to violate personal norms and standards, with the result that half of the participants had felt such moral emotions as guilt, shame and embarrassment, and exercised “internal sanctions”, as predicted by Heywood (2002). Lastly, the internalised prohibition that is the response to violation of a perceived taboo triggers a normative social pressure that is felt, first, while looking at the advertisement in question and, second, when deciding whether or not to buy the product it promotes. These results are consistent with the findings of Baldwin and Holmes (1987), in that family or friends are treated as a private audience, internally represented. The participants react in ways that would be acceptable to their salient private audience. Channel: personal (article 3): Media digested in private more appropriate than that digested in groups e.g. cinema advertising, billboards
- Never give a green hat in China – it’s a symbol of prostitution Pointing is rude in many cultures: you can gesture with chin, whole hand or thumb Queue Jumping story Blowing your nose (South Korea) Sole of feet/shoes is an insult in arab culture
- Twin taboos of death and money: - “2 certainties in life, death and taxes” - Dying Matters – over 50% of Britons unaware of partners final wishes - Victorian attitudes to death, much more open to talk about it = lower life expectancy - We now do everything to avoid death, including talking about it. - Vulgar to talk about money in Britain – possible origins in class system - Now more likely to talk about bedroom secrets than how much we earn – UCL research (GOOGLE BOSS VIDEO)
- Legacy giving combines our 2 greatest taboos into a perfect storm – death and money Our reaction is to feel very uncomfortable, and to avoid discussion. Possibly we may talk about our own intentions but we would certainly avoid asking someone elses intentions, at all costs.
- As a nation, often our humour crosses over with our taboos. We use humour as a safety net, to talk about subjects we can feel uncomfortable about. Top 10 British comedy scenes – 4 of the top 10 involve taboo issues – death, the war.
- Theory of reasoned action: There are some potential parallels here with Konkoly and Perloff’s (1990) study which used the theory of reasoned action to examine intention to bequeath a gift to one’s college. They found that subjective norms, or beliefs we think that important others hold about a particular behaviour and our motivation to comply with their recommendations, played an important role within students’ intentions to bequeath. Although examining an internal psychological process, a social element can be seen at work within this theory, with the perceived beliefs of others playing an important role in the individual’s reasoning, a similar function to that of social norms.
- Power of social norms…
- Use of narrative and story telling, separates the mechanics of legacies (will making and death), to the real people behind the gift and the personal impact the gift will make. It allows us to continue normalising the subject of legacy giving, by showing ‘people like me’.
- Legacy gifts are stories in themselves! Visual autobiography.
- Social media gives us an opportunity to tell rich stories
- When reminded of our immortality: First response is avoidance Second response is to cling to our communities – striving for symbolic immortality
- Closest community group is our family But the gift to charity needs to hold the promise that it will continue after we’re gone.
- Looking for the anomalies: how things are spoken about in marketing v real-life Talk about it yourself but aim to generate conversation When Kimberly-Clark's Kotex brand needed a way to remake the brand into something truly unique, the company worked with its agency to conduct in-depth research on how feminine care was portrayed in marketing and discussed in society. K-C found a significant gap between what women wanted and what they were getting when it came to talking about vaginal health issues. This insight was the foundation of the U by Kotex campaign, which focuses on why it is stupid and harmful not to talk about vaginal health issues. In other words, it is about what the consumer is interested in, not what the company wants.
- Fear is often rooted in the taboos of legacy giving. Fear of causing offence or upset. Stories of facing the worst – never as bad as it seems.