Inside the mind of the bequest donor: A visual presentation of the neuroscience and psychology of effective planned giving communication - Paperback

by Russell James III (Author)

Combining new fMRI neuroimaging results from his lab at Texas Tech University with experimental psychology, psychological theory, and survey research, Dr. Russell James leads the reader inside the conscious and subconscious processes engaged by bequest decision-making. Although many fundraisers think that legacy giving is just like any other form of fundraising, these new studies using fMRI (functional magnetic resonance imaging) show just how differently the brain reacts to legacy decisions. This lively presentation by the author of the world's first published peer-reviewed research examining charitable bequest decision-making using fMRI is no dry academic textbook. Including more than 300 visual slides taken from his public lecture presentations, the book presents intensely practical suggestions for dramatically increasing success in planned giving, legacy fundraising, and estate planning.Chapters: 1 Preface 2 Introduction 3 Why Bequest Giving is Different 4 Terror Management Theory Stage 1: Avoidance 5 Terror Management Theory Stage 2: Autobiographical Heroism & Symbolic Immortality 6 Understanding Neuroimaging Research in Charitable Giving 7 Results of Neuroimaging Experiments in Charitable Bequest Decision-Making 8 Testing Messages to Encourage Charitable Bequests 9 Practical Applications Part I: Managing Avoidance 10 Practical Applications Part II: Building Autobiographical Relevance & Symbolic Immortality 11 Using The Model to Understand Your Two Biggest Competitors

Author Biography

Russell James, J.D., Ph.D. is professor and director of graduate studies in charitable financial planning at Texas Tech University, where he holds the CH Foundation Chair in Personal Financial Planning. He teaches graduate courses in charitable planning in the Department of Personal Financial Planning and at the Texas Tech University School of Law and he previously taught a graduate course in fMRI study design and analysis. He holds a J.D., cum laude, from the University of Missouri School of Law where he received the United Missouri Bank Award for Most Outstanding Work in Gift and Estate Taxation and Planning. His Ph.D. in Consumer Economics is from the University of Missouri, where his dissertation was on the topic of charitable giving. His research focuses on uncovering practical and neurocognitive methods to encourage generosity and satisfaction in financial decision-making. Dr. James has over 145 publications in academic journals, conference proceedings, books, and professional periodicals. He has been quoted on financial and charitable topics in a variety of media outlets including The New York Times, The Wall Street Journal, CNN, MSNBC, CNBC, Bloomberg News, ABC News, U.S. News & World Report, and USA Today, and his financial neuroimaging research was profiled in The Wall Street Journal's Smart Money Magazine. He has spoken at a number of national and international fundraising practitioner venues including The Association of Fundraising Professional's International Conference, the U.K. Legacy Marketing Group, Legacy Promotion Ireland, and Giving Korea. He has been an invited speaker at universities in the U.S., England, Scotland, Ireland, Germany, Spain, and The Netherlands. In addition to his work as a professor, Dr. James has previously worked as an estate planning attorney, as a director of planned giving, and as a college president.