Seeking a Slice of Bequest Fundraising

Eleanor Cater, Include a Charity

7.5% and 30%. Two important figures when it comes to bequest fundraising in New Zealand.

The first figure, 7.5%, represents the number of people who currently leave a bequest to a charity in their will. The second, 30%, represents the number who say that they would leave a bequest if they were prompted, or even knew that it was an option.

These figures represent a huge gap, and hundreds of millions of dollars, worth of potential income to charities in New Zealand.

Include A Charity is looking to change that. Include A Charity is currently a collective of over 60 charities who are working to increase the amount left to charities through bequests. Currently that figure is around $190 million and the aim is to grow this to over $300 million over the next 5 years.

The Include A Charity campaign runs over a concentrated week in September but also continues targeting the over 50’s online throughout the year, prompting them to consider leaving a gift to a charity or cause they are passionate about.

“Charities benefit from being a part of a national campaign and the multiplier effect,” says FINZ CEO James Austin. “But it’s more than just a national promotional campaign; it’s about building the expertise of our member charities working in bequest fundraising.”

One of the goals at Include A Charity is to ensure New Zealand charities, large and small, are confident and comfortable about working in this highly specialised area of fundraising. For new members Include A Charity is, for the first time in 2016, offering free bequest programme training for their staff so that they can further develop their own resources and be confident knowing that they are professionally working in this space.

A promotional campaign to lawyers is another important element of the Include A Charity campaign as conversations around gifts in wills, at the time of making a will, are very important. Research shows that twice as many people will leave a gift to a charity in their will if they are prompted by the simple question “Have you considered … (leaving a gift to charity?)” So influencing lawyers, and engaging with the Law Society, is a pivotal part of the campaign.

There’s a common misconception that bequests are only for the rich and famous but in reality charities receive all sorts of support, both big and small, as gifts in wills.

Include A Charity members are leading the way and boldly working together to create a shift in perceptions, to make gifting in wills a social norm in New Zealand. It’s an investment in future fundraising and strategically important for all charities, large and small.

Now is a great time to join the campaign to take advantage of the resources and training on offer in 2016, as well as being a part of the national promotional campaign running in September next year. Will you join us?

Include a Charity is made up of a group of New Zealand's favourite charities aiming to encourage New Zealanders from all walks of life to leave a charitable gift in their Will. Find out more about joining at www.includeacharity.org.nz or email Eleanor Cater at eleanor@includeacharity.org.nz 

- Eleanor Cater, FINZ Newz Viewz; September 2015