The opportunity of the great wealth transfer – how your charity can take action

The great wealth transfer is not just about capital, it is about values, memory, and impact that endures, says Matthew Williams, Senior Manager of Philanthropic Services at JBWere New Zealand. 

“This is a moment of urgency and opportunity,” he says. 

“Recent analysis from our 2025 Bequest Report has quantified the scale of this opportunity, giving charities the data and foresight to act with confidence.” 

The report draws from estates data supplied by Public Trust, and reveals the major trends in bequest money flowing to local charities. While more New Zealanders are choosing to leave a gift in their will, the opportunity remains underutilised. Currently 1.3% of inheritances currently go to charities, compared to 1.8% in the United States and 4.5% in the United Kingdom.  

The report suggests that a 3% increase in New Zealand’s bequest rate could deliver almost $2.5 billion of annual funding in 20 years, an almost eightfold increase from the current annual level of $320 million.

When it comes to your organisation and charitable bequests, you may wish to think about the following:

• How can your organisation better communicate the value of legacy giving to align with people’s desire to leave an emotional impact?

• Do you have a strong supporter communications timeline, which takes people from being regular donators and supporters, through the transition to an elevated level of legacy givers?  

• Do you have a plan or approach for what happens after a bequest is received? How do you continue to engage with the loved ones of the donor through updates, activities, or storytelling that honours their legacy?

Williams says it’s important to build a deliberate, well-resourced strategy that positions your organisation to benefit over the long term.

He says some ideas for action could include:

1.      Commitment and strategy

• Develop a 10-year bequest fundraising plan with Board, executive, and staff engagement.

• Invest in a philanthropy and bequest programme, ensuring adequate funding and skilled staff.

• Retain staff: legacy administration is complex, requiring legal knowledge, empathy, and legitimacy of relationships with families. It can take two years to gain proficiency, and turnover resets progress.

3.      Build visibility and trust

• Make information about bequests clear and accessible on your website.

• Share case studies and provide simple guides.

• Partner with trusted advisers and offer will-writing support.

4.     Make it meaningful

• Communicate the “why” for both your organisation and the donor.

• Champion existing and prospective bequestors – they are your best advocates.

• Cultivate relationships over time, honouring both the donor and their family.

The impact of this great wealth transfer in real terms is more money to fund things like helping people and animals in need, environmental projects and community activities through bequests in wills. It’s a meaningful way for people to give back to the causes, charities and organisations that matter most to them.

Williams says the decision now lies with each organisation: how will you seize this opportunity to be better positioned to secure your purpose into the future?