What Influence Do Death, Dying and Bereavement Have on Philanthropic Giving Within Hospice Care?

IF 1.5 Q3 BUSINESS
Jo Bacon, Claire Routley, Beth Breeze
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Abstract

Hospice care, for people with life-limiting or terminal illnesses, is increasingly in demand due to rising death rates and is increasingly reliant on voluntary income due to rising costs. Lack of understanding of the specific drivers and needs of donors to hospices, and widespread misconceptions about hospice services are combined with cultural difficulties in discussing death, dying and bereavement to result in a particularly complex environment for hospice fundraisers. To help navigate that complexity, this paper presents insights on hospice donor motivation and stewardship expectations, based on data from semi-structured interviews with 10 donors who have experienced a bereavement at one hospice in the UK. It generates three key findings: (1) In memory giving plays a developing role throughout the bereavement journey, providing a distraction for people in the immediate aftermath of their loss, enabling them to maintain a connection with the deceased, but, for some, eventually diminishing as they move on with their lives; (2) Awareness of need, gratitude, reciprocity, and future benefit are key drivers of giving to hospices, such that donors become newly aware of needs met by hospices, appreciative of the care received by departed loved ones, and committed to ensuring that they and others will have future access to hospice services; (3) Affinity and bonds with the hospice, including positive experiences with both frontline care staff and the fundraising team, build and sustain donor loyalty. We conclude that donations by those who have direct experience of the hospice are often a function of the ‘bereavement journey’ and that the extent to which this factor influences giving changes over time and between donors, leading to the recommendation that more bespoke stewardship is needed to best understand and meet the needs of these donors and to maximise the amounts given.

Abstract Image

死亡、临终和丧亲之痛对临终关怀中的慈善捐赠有什么影响?
由于死亡率上升,临终关怀的需求日益增加,而由于成本上升,临终关怀越来越依赖于自愿收入。缺乏对临终关怀捐赠者的具体驱动因素和需求的了解,以及对临终关怀服务的普遍误解,再加上讨论死亡、临终和丧亲之痛的文化困难,导致临终关怀筹款人的环境特别复杂。为了帮助了解这种复杂性,本文基于对10位在英国一家临终关怀医院经历丧亲之痛的捐赠者的半结构化访谈数据,提出了对临终关怀捐赠者动机和管理期望的见解。它产生了三个关键的发现:(1)在记忆中,给予在整个丧亲之旅中发挥着不断发展的作用,在失去亲人后立即为人们提供分心,使他们能够与死者保持联系,但对一些人来说,随着生活的继续,这种联系最终会减弱;(2)需求意识、感恩意识、互惠意识和未来利益意识是捐赠给安宁疗护的关键驱动因素,这样捐赠者就会重新意识到安宁疗护所满足的需求,感激逝去的亲人所接受的照顾,并致力于确保他们和其他人未来都能获得安宁疗护服务;(3)与安宁疗护的亲缘关系,包括与前线护理人员和筹款团队的积极经验,建立和维持捐赠者的忠诚度。我们得出的结论是,那些有临终关怀直接经验的人的捐赠通常是“丧亲之旅”的一个功能,这个因素对捐赠的影响程度随着时间和捐赠者之间的变化而变化,因此建议需要更多的定制管理,以最好地了解和满足这些捐赠者的需求,并最大限度地提高捐赠金额。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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CiteScore
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