Richard Radcliffee counsels you to avoid the "death brochures"
Richard Radcliffe of the UK makes a strong point that Donors in his focus groups have a term for brochures that suffer from the mistake of focusing on "when you are gone".
Donors deride them as "death brochures." And he's quite clear: "They do NOT want your death brochures."
Radcliffe advises nonprofits to focus on how making a charitable gift in your their will is an opportunity to change the world.
"It is NOT -- repeat, NOT -- an opportunity to reflect on your mortality, and your inevitable extinction".
Ever the contrarian, Richard even recommends you trim back the talk of legacy even; it's a bit gloomy, all told.
Radcliffe rightly feels reminding people of their destined death is rude and unwelcome.
Talking about their living values and interests is not.
His mantra: "Bequests are life-driven, death-activated." A bequest is a decision made by a living, breathing person.
Adapted with thanks from a blog post by Tom Ahern