Make-A-Will Month: Opportunities to Grow Your Endowment

Every August, National Make-A-Will Month highlights the importance of planning for the future. For charitable organizations, it presents a unique and timely opportunity to engage donors in meaningful conversations about leaving a lasting legacy through their wills and other estate planning documents. Beyond encouraging supporters to complete or update their estate plans, National Make-A-Will Month gives you a ready-made platform to discuss how legacy gifts and contributions to your endowment can sustain mission-driven work for generations to come.

Here are a few ideas to inspire your donor communications during this month and beyond:

Remind donors that an estate plan is important.
Never assume that your donors have their estate plans in good shape. Indeed, many people know they should have a will or a trust but postpone getting it done. With estate planning already top of mind thanks to widespread Make-A-Will Month awareness campaigns, your donors may be more receptive to considering how charitable gifts, including to your organization, can become part of their legacy. Consider Make-A-Will Month as a sort of “bridge” between donors’ good intentions and taking action, benefiting both the donor and your organization.

Start a conversation about legacy giving
Even though you and your team know how important it is to at least briefly mention planned giving in nearly every donor conversation, discussions about leaving a legacy still can sometimes feel uncomfortable. Make-A-Will Month is a ready-made ice breaker, so it’s easier for you to introduce the topic without awkwardness. You can normalize the idea of including charitable gifts in a will, which in turn empowers donors to think about the impact they’d like to make long after they’re gone. The upshot here is that every single donor communication this month is an opportunity to open the door for a legacy discussion.

Shine a light on endowment gifts
Make-A-Will Month is a perfect time to educate your donors about the benefits of supporting your endowment. Indeed, endowments are often built with assets received from bequests in a donors’ wills or trusts, via beneficiary designations on retirement accounts or life insurance, or more complex gifts such as charitable remainder trusts. While estate planning is on your donors’ minds, reinforce the importance of your organization’s endowment to fund essential programs year after year. By connecting the themes of estate planning and lasting impact, you’ll be able to illustrate how a bequest to your organization can make a difference for generations to come.
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As always, whether it’s Make-A-Will Month or any other time of the year, please reach out to the Community Foundation. We are happy to serve as a resource as you develop strategies to deepen donor relationships. We’ll help you evaluate strategies for reaching out thoughtfully during Make-A-Will Month so you can tap this opportunity to expand trust and connection with your donors, paving the way for the future of your mission.