Bequests: The gift that keeps on giving
Death is an uncomfortable topic, which is why many organisations avoid conversations about planned gifts.
This hesitation is understandable—no one wants to appear opportunistic or insensitive. However, this discomfort is precisely why your organisation needs a clear bequest strategy.
The opportunity is significant. According to JB Were’s “The Bequest Report,” only 55% of New Zealand adults have a will, and just 6% include charitable gifts. Bequests currently account for only 1.3% of all charitable income in New Zealand—approximately $320 million annually.
“While many Kiwis are generous during their lifetime, few are considering legacy giving as their last gift,” notes John Morrow, Head of Philanthropic Services at JBWere. “We have an important opportunity to encourage more discussions on giving-in-wills.”
JB Were’s research suggests that improving charitable bequests to 3% could generate almost $2.5 billion annually within 20 years—an eight-fold increase from current levels.
Where to Start: Five Essential Steps
1. Establish Policy and Procedures
Before approaching potential legacy donors, create robust internal systems. Develop a gift acceptance policy covering different asset types—cash, property, shares, artwork, or complex assets. While cash gifts are straightforward, you’ll need guidelines for other assets and legal advice to ensure compliance.
Create stewardship procedures that specify donor acknowledgment, cultivation practices, and fund usage guidelines. These decisions shape the entire donor experience.
Practical tip: Start with a basic bequest policy template and refine it as your programme grows. The Acorn Foundation has some great resources and guides for developing a bequest programme
2. Identify Legacy Prospects Using the FLAG Approach
Smart segmentation increases success rates. Use the “FLAG” approach to identify prospects:
- Frequency: Regular supporters who are consistently engaged
- Longevity: Long-term supporters who understand your vision
- Age: Supporters aged 65 and older
- Gender: Women are statistically more likely to make bequests
Create a scoring system based on giving history, engagement level, and demographics. A 70-year-old donor who’s given annually for 15 years scores higher than a new donor with similar capacity.
Top tip: Don’t overlook lapsed older donors. They may be on fixed incomes but still interested in your organisation and willing to consider a bequest.
3. Craft Compelling Impact-Focused Messaging
Effective bequest marketing goes beyond “remember us in your will.” Focus on how legacy gifts create lasting change that reflects donors’ values.
Develop impact stories showing how previous bequests funded programmes, helped beneficiaries, or advanced your mission. Use specific, relatable scenarios that help donors visualise their potential impact.
Address common concerns directly. Many people think bequests are complicated or require significant wealth. Emphasise that bequests can be any amount and that modest gifts create meaningful impact when combined with others.
Example: The Adelaide Fringe Festival’s planned giving webpage uses language that resonates with their audience (“Help fund the after party!”) and includes compelling testimonials that bring legacy giving to life.
4. Train Your Team for Sensitive Conversations
Successful bequest programmes require skilled relationship builders who can navigate sensitive conversations with confidence and empathy. Invest in training for your team and board to discuss legacy giving naturally.
Focus on conversation skills rather than sales techniques. Team members should learn to listen for legacy giving cues—donors expressing concern about your organisation’s future or sharing charitable intentions. They need basic estate planning knowledge without becoming legal advisors.
Legacy discussions often happen naturally during donor visits, stewardship events, or volunteer functions. Train staff to recognise these moments and respond with appropriate information and resources.
5. Practice exceptional stewardship and recognition
Once donors express bequest interest, exceptional stewardship becomes crucial. These supporters have made the ultimate commitment—they deserve recognition that reflects this extraordinary generosity.
Develop a legacy recognition programme that celebrates commitments while respecting privacy preferences. Some donors want public recognition; others prefer discretion. Create options for both.
The key advantage? Donors can enjoy recognition while still living. If donors advise you of their bequest intent, you can honour them and express gratitude while they’re around to enjoy it.
Establish regular communication that keeps legacy donors connected to your impact. Share programme updates, invite them to special events, and ensure they feel valued throughout their lifetime. Remember, they can change their minds—ongoing stewardship protects these future gifts.
The Bottom Line
One of the main reasons people don’t leave bequests to their favourite charity is that they were never asked.
Building a successful bequest programme takes time, but the rewards make the investment worthwhile. Start with solid foundations, focus on genuine relationships, and remember that legacy giving helps people create meaningful, lasting impact that reflects their deepest values.
Every conversation you have today about legacy giving plants seeds for your organisation’s future sustainability. With patience, persistence, and the right approach, your bequest programme can become a cornerstone of your fundraising strategy, ensuring your vital work continues for generations to come.
Talk to a Funding HQ Coach about training for navigating bequest conversations and developing your organisation’s planned giving strategy.