From Wills to What Matters: Engage Donors During Make-a-Will Month

From Wills to What Matters: Engage Donors During Make-a-Will Month

August is National Make-A-Will Month, and if you’re a nonprofit, this is a golden opportunity you don’t want to miss. It’s also a great time to market if you’re a financial advisor or estate planning attorney.

This isn’t just a holiday for the wealthiest donors. It’s a conversation starter. A moment to help your supporters reflect on the future. And yes, it’s a natural entry point to talk about legacy giving.

I get it: planned giving can feel complicated. But it doesn’t have to be. This is about relationships, not legal documents. It’s about values, impact, and helping people support the causes they care about long after they’re gone.

Why It Matters

Here’s the thing: most people want to leave a legacy. They just don’t know where to start.

That’s where you come in.

Make-A-Will Month gives you a reason to reach out with helpful info, start meaningful conversations, and plant seeds for future gifts. Even a small percentage of someone’s estate can have a major impact and many of your most loyal donors may have never thought to include you in their plans.

Here’s How to Engage This August

✅ Educate and Inspire on Social Media

Use clear, helpful posts that debunk myths (no, wills aren’t just for the ultra-wealthy) and highlight real benefits, like naming guardians for kids, caring for pets, and outlining funeral wishes.

Sample language:

• “August is National Make-A-Will Month! Make sure your wishes are known and protect your loved ones with a legally sound will. It’s easier than you think! [Link]”

• “Did you know? You can name a guardian for your child or pet in your will. It’s not just about assets—it’s about peace of mind. [Link]”

• “Want to leave a legacy that lasts? Even 5% of your estate can make a lasting difference for [Your Cause]. [Link]”

  
  

Pro tip: Share 2–3 posts across the month. Keep it light, informative, and values-driven.

💌 Send a Letter to Your Loyal Donors

Focus on donors who’ve given consistently over 10+ years. This is your inner circle, the people most likely to consider a legacy gift if asked thoughtfully.

Let them know:

• You appreciate their support.

• You’re thinking long-term and want them to be part of that future.

• You’re here to help them explore options (with no pressure).

• You can list a few a few tax benefits.

  
  

Sample letter draft:

"Your dedication has made so much possible at [Org Name]. This August, during National Make-A-Will Month, we’re inviting our closest supporters to consider how they might create a lasting legacy. Even a small gift in your will can strengthen our future for generations to come."

Bonus: Partner with a will platform like FreeWill or Giving Docs, or link to a trusted estate planning guide. Make it easy.

📚 Share Stories That Stick

Nothing beats a great story. Highlight one donor who included your organization in their will and explain why. If they’re comfortable going public, even better. Legacy donors love knowing they’re part of a mission bigger than themselves.

If you don’t have a story yet, use a quote from a board member who’s made the decision, or share what it would mean for your mission if just 10 people included you in their estate plans.

🛠 Keep It Simple

Avoid jargon. Skip the legalese. Focus on values, impact, and clarity.

Example:"A gift in your will can help feed families, send kids to camp, or protect the planet, whatever your mission is. You don’t need to rewrite your will. You can often add a sentence. That’s it."

Extra Tips to Keep It Going

• Offer a “Leave a Legacy” info session, live or virtual.

• Recognize legacy donors (with permission) on your website or in your annual report.

• Create a legacy society, even a simple name and thank-you letter goes a long way.

• Follow up after August, legacy giving is a year-round conversation!

Bottom Line

Make-A-Will Month isn’t just about fundraising. It’s about deepening relationships, honoring your supporters’ values, and building a more secure future—for your organization and the people who believe in it.

So don’t let August pass you by. Start the conversation. Make it personal. And help your donors write the next chapter of your story—together.

Want help crafting your own legacy letter or campaign? I’m happy to brainstorm. Let’s make this August count.

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I help nonprofits raise more money through education, coaching, and strategic planning. If your organization is ready to strengthen its fundraising strategy, diversify revenue streams, or develop a comprehensive legacy giving program, I'd love to discuss how we can work together. How can I help you navigate these exciting opportunities and challenges?