The Biggest Wealth Transfer in History – Why It Matters for NGO Leaders

I came across an RNZ article recently that really made me stop and think. It was about the biggest transfer of wealth in history—a huge wave of intergenerational giving and inheritance that’s already starting to reshape the philanthropic landscape here in Aotearoa New Zealand and beyond.

Here’s the headline: Over the next 15–20 years, we’re going to see billions—eventually trillions—of dollars being passed down from one generation to the next.

In Aotearoa New Zealand, inheritances are projected to grow from $27 billion in 2024 to an eye-watering $1.6 trillion by 2050.

For NGO leaders, this isn’t just an interesting economic trend. It’s a moment that calls for reflection, strategy, and connection.

How will our organisations respond to this shift? What do we need to do now to ensure we’re ready for the way people want to give—and the way they want to leave their legacy?

Legacy Giving Is About Trust and Storytelling

Right now, only 1.3% of money left in wills goes to charity. That means a staggering 98% of that potential generosity flows elsewhere.

It’s not because people don’t care. It’s because, as the nonprofit sector, we often struggle to show clearly and confidently how someone’s gift—big or small—can create lasting impact.

Think about it: if someone asked you today, “If I left your charity something in my will, how would that change lives in 10 years’ time?”—could you answer?

Could you tell that story in a way that feels both heartfelt and practical?

This isn’t about rushing to create a bequest programme.

It’s about taking a step back and asking: Are we telling the kind of stories that show what a meaningful legacy looks like?

What’s Changing in Philanthropy?

There are some fascinating shifts happening in giving right now:

• Women and younger generations are stepping up. In 2024, women aged 18–35 in Aotearoa New Zealand were the fastest-growing group choosing to leave a charitable gift in their will. This tells me that values-led giving is starting younger and becoming deeply personal.

• Boomers hold the wealth, but values are shifting. People aged 66–75 remain the largest contributors. Many are thinking carefully about what kind of world they want to leave behind.

• Philanthropy is becoming proactive. Financial firms like Craigs Investment Partners and Forsyth Barr Limited are hiring philanthropy specialists—people whose sole job is to help families and individuals navigate legacy giving.

For NGO Leaders: What Can We Do Now?

Whether or not your organisation is actively talking about bequests, this shift is a sign of something bigger: people want to see their values continue, and they want to trust that we’ll use their generosity wisely.

Here’s where I’d start:

1. Sharpen your impact story. Could you explain—in 30 seconds—the change your organisation is creating in your community? How does that change endure?

2. Bring people into the journey. Share behind-the-scenes stories, impact updates, and real human stories that show the heart of your work.

3. Strengthen trust. Transparency matters. Are you clear about how donations are used, and how they make a difference?

4. Think long-term. Beyond day-to-day fundraising, what would it look like for your organisation to build relationships with supporters that last for years—even decades?

A Story That Stood Out

The article shared the story of Kate Nelson, who’s leaving part of her estate to the SPCA. Her reasoning was simple: “I figure my family is going to do quite well out of me when I die—they don’t need everything. I’ve supported the SPCA for years, and I want that to continue after I’m gone.”

This isn’t about wealth or status. It’s about heart. And it’s a powerful reminder that people who believe in our causes want to see that belief live on.

If you’ve been with me for a while, you’ll know how deeply I care about small and medium nonprofits—the ones doing incredible mahi / work with limited resources and very little visibility. These organisations are often the quiet achievers, making a real difference in their communities without the spotlight they deserve. If you're thinking about a bequest, take a moment to find one of these hidden gems in your local community.

Looking Ahead

This intergenerational wealth transfer is more than an economic event—it’s a cultural one. It’s about values, trust, and the future we want to build together.

For us as NGO leaders, it’s a nudge to ask:

• Are we ready for these conversations when they come?

• Are we building relationships that last long beyond a single fundraising campaign?

• Do people see us as part of their story of making a difference?

Over to You

I’d love to know what this brings up for you.

• How is your organisation preparing for the change in the future of giving?

• Are you telling the kinds of stories that show what a lasting impact looks like?

• What small step could you take this month to deepen trust and connection with your supporters?

I don’t work directly in bequests, but I care deeply about future-focused leadership and the way our sector adapts to change. If this article sparked something for you and you’d like to explore how your NGO can build stronger stories and relationships, let’s have a kōrero / chat.