NEWS: Telling people what others haven’t done is more effective at encouraging them to consider a charitable bequest | Critical Fundraising: "In a split test of charity supporters, those who were told that fewer of a charity’s supporters had made a will were more likely to at least consider leaving a legacy than those who were told that more supporters had already done so.
In the experiment conducted with donors managed by Listen, supporters were given one of two statements:
1/3 of our most loyal supporters haven’t made a will. Many of them are taking advantage of the Will Aid scheme
2/3 of our most loyal supporters have made a will. Many of them took advantage of the Will Aid scheme."
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