Celebrate National Make A Will Month – Start or Spotlight Your Legacy Program

August marks National Make A Will Month, a great opportunity to remind your donors and board members about the option of legacy giving. Planned gifts offer a reliable foundation for your organization’s future financial health without requiring an overhauled operations strategy. Here are some tips for launching an impactful program. 

1. Keep Your Planned Giving Program Simple 

A successful planned giving program doesn't have to be complicated. Start by adding clear, simple language to your website and marketing materials reminding donors that they can include your organization in their will. For those already supportive of your mission, it’s an easy reminder that their impact can continue beyond a regular annual gift. Create a basic statement of intent (similar to a pledge form) donors can download from your website so they can share their plans with you. 

2. Launch a Planned Giving Society 

Creating a dedicated planned giving society provides legacy donors with a sense of community and recognition. Name the society after a meaningful person, milestone, or vision connected to your mission to give it a distinct identity. Members don't need tons of perks; simple annual appreciation gatherings, special updates, or public recognition in your annual report are often enough to make these loyal supporters feel valued. Make sure your program is highlighted on your website and in your newsletter to help encourage others to join. Invite your legacy donors to share their connection to your organization to spotlight their support and build your library of impact stories.  

3. Start with Your Biggest Fans 

When launching or revitalizing your planned giving efforts, start with the people who already love your mission most—your current board members and board alumni and/or long-time donors. These individuals have already invested in your organization's success. Engaging them in conversations about their legacy vision sets a powerful precedent for the rest of your donor base. Once your leadership commits, their stories become your best tools for inspiring others. 

At a busy nonprofit, legacy giving can end up on the back burner, even though legacy gifts tend to be the largest donation that a nonprofit receives. Take these small steps to start building your legacy circle and you’ll strengthen your donor relationships and build a strong bridge to your organization’s future.