Make-A-Will Month is an annual initiative that happens every August. It is designed to raise awareness about the importance of creating a will and planning for the future. It’s a time when individuals are encouraged to take stock of their assets, reflect on their legacy, and ensure that their final wishes are legally documented.
For nonprofits, Make-A-Will Month presents a unique opportunity to engage with supporters in meaningful ways, secure long-term funding, and build stronger, more lasting relationships. By actively participating in a Make-A-Will Month campaign, your organization can take a significant step toward ensuring its sustainability and continued success.
Want help getting ready for Make-A-Will Month? Canopy has a free Make-A-Will Month Toolkit you can download to get started and maximize the impact of your campaign.
Why Make-A-Will Month Matters for Nonprofits
Legacy Giving
Make-A-Will Month serves as a crucial reminder to individuals about the significance of leaving a lasting impact through charitable bequests. Many people have a desire to contribute to the causes they care about, but they may not realize the power of doing so through their will or estate plan. By actively promoting Make-A-Will Month, your nonprofit can encourage supporters to consider including your organization in their plans.
This form of legacy giving can make a profound difference in your financial stability and ensure that your mission continues long after the present moment. Imagine the collective impact of multiple supporters choosing to leave a portion of their estate to your cause. These planned gifts could significantly contribute to your organization’s long-term sustainability and enable you to continue your vital work.
Strengthening Donor Relationships
Discussing wills and estate planning might seem like a sensitive topic, but it offers a unique opportunity to deepen your relationships with supporters. By engaging in these conversations, you demonstrate a commitment to your donors' values and long-term vision.
Many supporters view charitable giving as an expression of their personal beliefs and values, and they appreciate the opportunity to align their legacy with a cause they care about. Make-A-Will Month gives your organization a chance to engage in personalized conversations, express gratitude for your donors' generosity, and strengthen your connection with them.
Consider reaching out to your donors with stories of individuals who have made planned gifts and the difference those gifts have made. Personalized engagement like this can not only strengthen relationships but also help donors see the lasting impact of their contributions.
Diversifying Funding Sources
Relying solely on traditional fundraising methods, such as annual appeals and events, can limit your organization's financial stability. Diversifying your revenue streams is key to help ensure your nonprofit's resilience and ability to weather financial challenges.
Make-A-Will Month offers an ideal opportunity to encourage supporters to include your organization in their estate plans, thereby opening new avenues for funding. Bequests, endowments, and other forms of planned gifts can provide a steady and predictable source of income, allowing you to further your mission and expand your impact without constantly worrying about immediate fundraising needs.
Think about it this way: securing planned gifts during Make-A-Will Month means you’re building a foundation for future growth. These gifts can help fund new programs, sustain existing ones, and even provide a cushion during times of economic uncertainty.
How to Leverage Make-A-Will Month for Your Nonprofit
To fully capitalize on the opportunities presented by Make-A-Will Month, consider taking an of the following actions:
Outreach and Education
Promote the campaign across all available communication channels, including newsletters, social media, email campaigns, and your website. Create content that educates your audience about the benefits of planned giving and explains how individuals can include your nonprofit in their wills or estate plans.
Consider sharing stories from donors who have already made planned gifts and the impact those gifts have had on your organization. Educational resources, such as blog posts, FAQs, and infographics, can demystify the process and encourage more supporters to take action.
Partner with Estate Planning Professionals
Collaborate with estate planning attorneys, financial advisors, and other professionals who can provide guidance to your supporters during Make-A-Will Month. By hosting informational sessions or webinars, you can help individuals navigate the estate planning process and understand the benefits of charitable bequests. Offering free consultations or partnering with professionals for discounted services can be a valuable incentive for your supporters to take the next step.
It can also be valuable to make sure these local professionals have your materials to share with people who are looking for organizations to support. These professionals deal with people in these situations all the time, so give them the tools they need to share about your organization and how easy it is to support it.
Personalized Engagement
Reach out to your existing donors and supporters individually to discuss legacy giving options and the impact it can have on your organization’s future. Personalized engagement can be as simple as a phone call or a handwritten note, thanking them for their ongoing support and inviting them to consider a planned gift. Express your gratitude for their generosity and demonstrate how their legacy can live on through the work your organization does. This personalized touch can make a significant difference in securing long-term commitments.
Promote Helpful Resources and Tools
Ensure that your supporters have access to the resources they need to make informed decisions about their estate plans.
- Consider having a Will Guide or Ethical Will Guide on your website.
- Offer sample bequest language to make things simple and easy for your donors.
- Provide information about different types of estate gifts on your Ways to Give page.
Minimize barriers for your supporters to take action by providing clear instructions, simple language, and contact information for further assistance.
Celebrate Success
As you begin to see the impact of your Make-A-Will Month campaign, celebrate your successes! Share stories of planned gifts that have come to fruition or have been designated, highlight the generosity of your supporters, and show the tangible difference these gifts are making. Celebrating success not only honors your donors but also encourages others to follow their example.
If you are looking for ways to find and tell donor stories, you can check out this on-demand webinar: How to Find and Tell Stories That Create Connections and Drive Results.
If you're ready to take the next step in securing the future of your organization, start by integrating Make-A-Will Month into your outreach efforts. Whether it's through personalized conversations, educational campaigns, or partnerships with professionals, the actions you take today can create a lasting legacy for your nonprofit.
Don't miss this opportunity to strengthen your donor relationships and ensure the continued impact of your mission. Begin your Make-A-Will Month campaign now and take the first step towards a sustainable and successful future for your organization.
Want help getting ready for Make-A-Will Month? Here's a Make-A-Will Month Toolkit to get started and help maximize the impact of your campaign.
