“When I go my family will see my life in programmes”: Legacy giving and identity at the Royal Opera House

With £5.5 trillion due to be transferred between generations over forthcoming decades in the UK alone, non-profits stand to increase their income from legacy giving significantly, if they can make lasting and meaningful connections with donors. Extant research suggests that autobiographical memory may play a key role in this process. In this article, we go beyond considering autobiographical memory in general to examining how connection with a particular non-profit, and the memories that are generated can shape individual identity. We report the results of twenty life-history interviews with people who plan to leave a legacy to the Royal Opera House, and discuss how identity is created through a connection with opera and/or ballet in general and the Royal Opera House in particular. We then go on to explore how the strength of that connection and development of a shared identity can create a sense of symbolic immortality and influence the legacy giving decision, drawing on peak memorable experiences and nostalgia as a social emotion that connects people to what they love. We conclude by reflecting on how other non-profits might create or stimulate such identities.