Free online illustrated edition · Published 2013

Inside the Mind of the Bequest Donor

A Visual Presentation of the Neuroscience and Psychology of Effective Planned Giving Communication

Russell N. James III, J.D., Ph.D. · © 2013

Cover slide for Inside the Mind of the Bequest Donor, including original functional neuroimaging brain images
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Contents

  1. 1Preface
  2. 2Introduction
  3. 3Why Bequest Giving Is Different
  4. 4Terror Management Theory Stage 1: Avoidance
  5. 5Terror Management Theory Stage 2: Autobiographical Heroism & Symbolic Immortality
  6. 6Understanding Neuroimaging Research in Charitable Giving
  7. 7Results of Neuroimaging Experiments in Charitable Bequest Decision-Making
  8. 8Testing Messages to Encourage Charitable Bequests
  9. 9Practical Applications Part I: Managing Avoidance
  10. 10Practical Applications Part II: Building Autobiographical Relevance & Symbolic Immortality
  11. 11Using the Model to Understand Your Two Biggest Competitors
  12. —References
  13. —About the Author