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SPEAKERS

Claire Routley

Consultancy Director

EVENT DATE

29 September 2026

Gifts left in wills are among the most valuable donations a charity will ever receive, yet they remain one of the least understood areas of fundraising.

Deciding to remember a charity in one's will is a deeply personal act, tied to a donor's life story, their loved ones, and the desire to make a difference beyond their lifetime. So what can research tell us about this final act of philanthropy, and how can fundraisers respond with confidence and care?

In this ERNOP Science and Society webinar, Dr Claire Routley (University of Kent) will explore why people choose to leave charitable legacies and what this means for fundraising practice. Drawing on her doctoral research into legacy giving motivations and almost two decades of experience working with charities large and small, the session connects the psychology of bequest decisions with the practical steps organisations can take to nurture these gifts. The webinar will address questions such as:

  • What really motivates someone to leave a gift in their will?
  • How can charities become part of a supporter’s life story?
  • Who and what shapes the decision to leave a legacy?

Moderated by Mårten Palmefors, Senior Analyst at Giva Sverige, the session bridges research and practice. Participants are invited to reflect on why supporters choose to give beyond their lifetime, and to discuss how these insights can help build the long-term relationships and sensitive communications that make legacy fundraising effective.

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