August is Make a Will Month, making it the perfect time for small nonprofits to talk about a fundraising opportunity that is often overlooked: planned giving through charitable gifts in a will.
Many nonprofit leaders assume planned giving is only for large universities, hospitals, or national charities with dedicated fundraising teams. In reality, even the smallest nonprofit can benefit from encouraging supporters to remember the organization in their estate plans.
The best part is that planned giving is less about asking for a large gift today and more about inviting donors to leave a lasting legacy that reflects the causes they care about most.
What Is a Charitable Gift in a Will?
A charitable gift in a will, often called a bequest, allows someone to leave money, property, or other assets to a nonprofit after their lifetime.
For donors, it is one of the simplest forms of planned giving. They can update an existing will or include charitable language when creating a new one. In many cases, they can continue supporting their favorite organizations during their lifetime while also planning a future gift.
For nonprofits, these gifts can provide meaningful financial support years down the road without requiring a major fundraising campaign today.
Why Small Nonprofits Should Talk About Wills
Many nonprofit organizations hesitate to mention estate planning because they worry it feels uncomfortable or too personal. In reality, many donors appreciate knowing they have another way to support a mission they love.
A simple mention in your newsletter, website, or donor communications can plant a seed that grows over time.
You do not need an elaborate planned giving program to get started. Instead, focus on helping donors understand that every legacy gift, regardless of size, helps strengthen your organization’s future.
Who Should Receive the Message?
You may be surprised by who considers including charities in their estate plans.
Long time donors who consistently give each year are often excellent candidates. Volunteers, board members, former staff members, and families with deep connections to your mission may also appreciate learning about legacy giving opportunities.
Rather than making assumptions based on age or wealth, consider sharing the opportunity broadly. Many planned gifts come from donors of modest means who simply want to make a lasting difference.
Start the Conversation Gently
Make a Will Month provides a natural opportunity to educate rather than solicit.
Consider adding a short article to your August newsletter, creating a page on your website about legacy giving, or including a simple sentence on your donation page such as:
“If you are creating or updating your will, we would be honored if you considered including our organization as part of your legacy.”
This type of invitation feels welcoming instead of transactional.
Keep Good Records
If a donor lets you know they have included your nonprofit in their estate plans, make sure to record that information in your donor management system.
Your donor database should allow you to:
- Note planned giving intentions.
- Record conversations about legacy gifts.
- Schedule future stewardship activities.
- Recognize legacy donors appropriately.
- Ensure organizational knowledge is preserved even when staff changes.
Keeping accurate records allows future staff and board members to continue building those important relationships with care and gratitude.
Legacy Giving Is About Relationships
Planned giving is not about complicated legal documents or large fundraising departments. It is about giving donors another meaningful way to support a mission that has impacted their lives.
This August, Make a Will Month offers an opportunity to begin that conversation with kindness, education, and appreciation. Even one future legacy gift can help sustain your nonprofit’s mission for generations to come.
