10 Ways Nonprofits Can Leverage Make-A-Will-Season

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👋🏾 Hey! I’m Sid and this is The Philanthropy Futurist, a weekly advice column preparing you for the future of the nonprofit sector. Each Friday, I tackle reader questions about measuring impact, driving growth, and managing your nonprofit.

This Week’s Newsletter at a glance:

• 10 Ways Nonprofits Can Leverage Make-A-Will-Season

• Philanthropy News From This Week

• Sid’s Book Recommendation

10 Ways Nonprofits Can Leverage Make-A-Will-Season

Like many of us… I used to think making a Will was something you did later in life. But the truth is, it’s one of the clearest ways you can express what and who matters most to you, and that doesn’t have to wait.

That’s the essence of legacy giving. It’s not about dollars… it’s more about meaning.

As some of you may know, August is National Make-A-Will-Month here in the states and as we conclude this month, I wanted to share my thoughts on why/how this season can serve as a special moment for Nonprofits to help supporters translate their values into action.

Planned giving may not bring in immediate revenue, but it sure can help over the long-term.

Here are 10 ways your team can make the most of it:

1. Launch a legacy campaign – Frame it around “impact beyond a lifetime”

2. Educate donors – Host a webinar with an estate attorney to demystify the stereotypes around Wills

3. Share stories – Highlight a supporter who included your org in their Will

4. Update your website – Add a legacy page (or a make-a-will page) with clear, simple next steps for folks interested

5. Challenge your board – Encourage board members to model behavior by making their own planned gifts

6. Email drip series – Send 3-4 emails that explain the whys and hows of Will-Making

7. Social media – Maybe share bite-sized legacy giving facts and donor stories tied to ‘Make-A-Will-Season’

8. Leverage tools – Partner with platforms like FreeWill or Giving Docs to make it simple

9. Train your teams – Equip frontline fundraisers with talking points on legacy giving

10. Personal outreach – Call long-time donors and open the conversation with care. Note: do not limit your outreach to “large donors,” focus more on consistent and long-time donors

There are plenty more examples and ways your org can approach this, but you can use these 10 ways as a starting point.

The key is to make legacy giving accessible, human, and inspiring. People don’t simply put Nonprofits in their Wills because of tax benefits alone… they do it because they want their values to outlive them.

Make-A-Will-Season is more than a marketing hook. It’s an invitation to deepen relationships, spark meaningful conversations, and create opportunities for donors to leave a lasting legacy.

And although August is almost over, this effort can theoretically be carried out anytime throughout the year! So talk to your teams and make it happen.

Until next week y’all! ✌🏾

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Philanthropy News From This Week

• Strategic Planning Without the Stress: 6 Ways to Streamline

• 6 Steps to Turbocharge Your Board Recruitment

• Government funding compromises Nonprofit independence, Report argues

• Trump Funding Cuts Show Why Nonprofits Should End Reliance on Federal Grants

Sid’s Book Recommendation

Each week, I recommend a book or film that has impacted my life in a positive way. My recommendation this week is:

Planned Giving Simplified by Robert Sharpe, Sr.

This book demystifies the world of planned giving for Nonprofit leaders, offering a practical and accessible blueprint for starting and sustaining a successful planned giving program. The author emphasizes that effective charitable gift planners are not only fundraisers, but specialists skilled in helping donors fulfill emotional needs and make meaningful contributions. Learn more.

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