Why Legacy Giving Is the Future of Fundraising
When we think about charitable giving, we often picture events, appeals, or monthly donations. These are often the immediate acts of generosity that make a tangible difference today. But in the quiet corners of future planning lies a powerful, often overlooked form of support: legacy giving, or gifts in Wills.
For charities across Aotearoa, legacy giving isn’t just a “nice to have”, it’s the long game. If charities are serious about building resilient, future-ready organisations, this is a game New Zealand charities can’t afford to ignore.
Legacy Giving Is Built for Sustainability
In a world shaped by constant change, economic ups and downs, natural events, and evolving donor habits, legacy gifts stand out as a source of enduring support. These are deeply personal, thoughtful decisions, often representing the most meaningful contribution someone will ever make.
While the impact may not be immediate, the long-term value is powerful.
It’s like planting a native seedling today, an act of care that will grow into strength, shelter, and support for generations ahead.
The Impact Is Quiet but Mighty
Across New Zealand, legacy gifts are already shaping the work of our charities, from funding hospice care and medical research to preserving taonga and natural landscapes. Yet many of these stories go untold.
That’s part of the challenge: legacy giving often flies under the radar. It requires patience, trust, and a long-term view. But when nurtured well, a robust bequest programme can underpin an organisation’s future. It’s no coincidence that many of our country’s most established charities quietly rely on gifts in Wills for a significant portion of their funding.
Donors Want to Leave a Legacy. We Just Need to Ask
Surveys have shown that many New Zealanders are open to leaving a gift in their Will, but few have been asked. That’s a missed opportunity. Legacy giving isn’t just for the wealthy, it’s about values, not bank balances.
When organisations start conversations about gifts in Wills, they are giving their supporters a chance to align their final act of generosity with the causes they’ve cared about throughout their lives. It’s not a transaction, it’s a legacy!
Building a Legacy Programme: Playing the Long Game
Launching or growing a legacy programme takes time, sensitivity, and strategy. You just need consistency, authenticity, and a commitment to stewarding relationships over years, not months.
Here are a few steps to start with:
Make it visible: Talk about legacy giving/gift in Wills openly in your newsletters, on your website, and in donor conversations.
Tell stories: Share real examples of how gifts in Wills have made a difference.
Train your team: Ensure staff and volunteers are comfortable talking about legacy options.
Celebrate: Honour those who’ve left a gift in their Will, while they’re still here to hear the thank you.
Looking Ahead
Fundraisers are often under pressure to deliver short-term results. It’s about building for the future, not just yours, but for the communities, causes, and country they serve.
Let’s commit to the long-term. Let’s plant roots that grow deep and strong. Let's create ripples that extend far beyond today. Because when we invite someone to leave a gift in their Will, it’s more than a request for support; it’s an opportunity to be part of a legacy that endures and uplifts communities for generations.
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