ERNOP Online Series 2026-2027
Understanding Legacy Giving: Motivations, Driver and Practice
September 29, 2026, 10-11 (CET)
Speaker: Claire Routley (University of Kent)
About this seminar:
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.
Register here for the webinar.
About Claire Routley
Dr Claire Routley has worked in fundraising for over twenty years, for charities large and small. In 2011, she completed a PhD looking at why people choose to leave charitable legacies. She is now consultancy director at Legacy Futures, a PhD supervisor at the University of Kent, and a tutor for the Chartered Institute of Fundraising’s qualification courses. She is also a member of Rogare’s international advisory panel. She continues with legacy fundraising research and was named AFP’s emerging scholar 2017.
About Mårten Palmefors
Mårten Palmefors is a senior analyst at Giva Sverige focused on monitoring and understanding the landscape of charitable giving in Sweden. Mårten works with analyzing trends, donor behaviors, and the factors influencing giving patterns to be able to provide Giva Sveriges member organizations with a better understanding of the current state of giving.
About Giva Sverige
Giva Sverige (the Swedish Fundraising Association), is the professional membership body for fundraising organisations in Sweden. Our aim is to support giving and philanthropy giving in Sweden by improving the conditions for our members to fundraise in a trustworthy way. Founded in 1991, Giva Sverige now has over 200 member organisations representing a broad range of Swedish civil society. Our members include large international organisations like UNICEF Sweden, Save the Children Sweden, Doctors Without Borders, and WWF, as well as many smaller organisations. Collectively, our members raised 12.2 billion SEK in 2024.