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Humour 'crucial' to legacy appeals
By Hannah Jordan, Third Sector, 2 July 2008
Charities should use humour and soft language in their efforts to persuade donors to leave legacies, according to new research by marketing agency TDA.
The agency has completed the first stage of an extensive study, commissioned by a consortium of five major UK charities, into what prompts donors to remember charities in their wills. The study involved six focus groups of regular donors aged between 50 and 75. Participants said they felt alienated by...
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