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Over half of 3,000 New Zealanders surveyed open to gifts in wills
Just one in five people who receive professional advice have ever discussed charitable giving with their advisor, the research found.
More than half of 3,000 New Zealanders surveyed are open to leaving a charitable gift in their will, new research has found.
The research also found that just one in five people who receive professional advice have ever discussed charitable giving with their advisor.
Community Foundations of Aotearoa New Zealand (CFANZ) commissioned independent researchers BERL to carry out the work in 2026. CFANZ describes it as the most comprehensive research yet undertaken on giving in this country.
What the survey covered
The research is called Giving in Aotearoa NZ. It surveyed over 3,000 New Zealanders about how they give money and time, and what motivates and constrains them.
It also asked how people think about trust, language and identity. And it asked how they engage, or don’t, with more structured and future-focused forms of giving.
What it found
Response rates were high for people who already donate, so CFANZ describes the research as a close-up view of the motivations of givers. For many, giving is already deeply tied to their values, sense of community and gratitude. A gift in their will is a natural extension of that generosity.
The research also points to what is holding many people back. CFANZ says it is not always reluctance. What may be missing is a conversation and a clear pathway that helps move generous intent into action.
The findings suggest an opportunity for New Zealand’s charity and professional advice sectors to work together. They could connect existing goodwill to the practical step of enabling charitable gifts.
Two reports
A companion report has already set out what the research shows about gifts in wills and charitable bequests. It was prepared for a general sector audience of charities and wealth management professionals.
The newer report asks a different question of the same evidence. It looks at what the full research tells community foundations, and how it might shape their work over the years ahead.
Access to it is limited to CFANZ members and international peer networks. The earlier report on bequests can be read on the Community Foundations NZ website.