Legacy giving is the practice of donors including your non-profit in their wills or estate plans. Also called planned giving, it is a powerful tool for securing your organization’s long-term sustainability. These gifts are often made quietly and thoughtfully and can provide transformational support that sustains programs and services for decades. Yet, many non-profits struggle to inspire donors to consider legacy gifts or to know when and how to engage them.
Make a Will Month is an annual campaign in Ontario each November that encourages people to review or create their wills. This initiative creates a natural, timely opening for non-profits to start conversations about legacy giving because, unlike annual donations or campaigns, legacy gifts grow quietly and compound over time.
This is a time to consider that even a small percentage, even 1% of an estate, can provide a transformational gift to an organization near and dear to a donor’s heart that often cannot be contributed while living. Further, this mindset still allows the vast majority of the donor’s estate to directly benefit the family. It reflects the deepest level of donor commitment, which is a lasting testament to belief in your cause.
Timing Matters
Building a strong legacy giving program takes time, just like the planned gifts themselves, which often develop slowly and thoughtfully over years. By aligning your legacy giving campaign with Make a Will Month, you are tapping into a moment when public awareness around wills and estate planning is naturally heightened. This timing encourages donors to consider including your organization in their estate plans when legal and financial conversations are top of mind. It offers a natural, gentle way to start meaningful legacy conversations without feeling pushy or intrusive.
Build a Legacy Giving Campaign Around Make a Will Month
Many donors don’t fully understand what legacy giving means or how it works. Use Make a Will Month to demystify the process. Share simple and clear, jargon-free resources on how to include your non-profit in a will, what the tax benefits of legacy gifts are, along with the stories of donors who have made a difference this way.
Legacy giving is deeply personal. By highlighting stories of individuals or families whose planned gifts have created lasting impact, you emphasize how a legacy gift reflects a donor’s values and life story. Offering access to trusted experts is really helpful here. Partner with local estate lawyers or financial planners to offer tips on writing wills.
These trusted professionals can help open the door to legacy conversations in ways that feel informed and approachable. Consider inviting them to participate in a free webinar or Q&A session where they can walk donors through the basics of estate planning and answer common questions. You might also co-create a downloadable guide or checklist for adding a charitable bequest.
If you have long-time supporters who are lawyers, accountants, or advisors themselves, this is a great moment to invite them to get involved either as ambassadors or as featured voices in your campaign. Their presence lends credibility, helps build trust, and shows donors that you are here to support them, not pressure them. These kinds of partnerships educate your audience and strengthen your community who are committed to building a future for your mission.
Consider creating a dedicated landing page or simple toolkit that explains how legacy gifts work and how easy it is to get started. Consistent visibility builds comfort and familiarity over time. Of course, often, the most powerful action you can take is simply inviting a conversation. Let your supporters know they are welcome to connect with your legacy giving officer or fundraising team to ask questions or explore options – no pressure, just one-on-one discussions to help donors understand how a legacy gift might align with their personal values, life stage, and long-term goals.
Measuring Success
Legacy giving is a long game. Donors often take months or years to finalize their estate plans. Make a Will Month is an ideal kick-off point, but stewardship and relationship-building must continue year-round. Keep the door open by tracking inquiries, refreshing your materials, and sharing stories that show the lasting impact of these gifts. And remember, some supporters may not be in a position to give significantly today, but leaving a gift in their will allows them to make a meaningful contribution when the time is right. It’s a quiet, generous act and one that deserves time, care, and continued conversation.
At The Dennis Group Inc., we help nonprofits build long-term fundraising strategies, including legacy giving programs that grow with care and intention. We’re here to support your success and would love to hear from you.
Recent Comments