Make-A-Will Month: 7 Tips for Legacy Giving Engagement
August is Make-A-Will Month, meaning it’s a great time to meaningfully engage donors with legacy giving messages. But how do you start a dialogue with donors in a relevant way? Check out these 7 tips to put you on the right track!
Remember the purpose. Make-A-Will Month was created as an annual reminder that everyone should draft or update their will or estate plan. Starting from this frame of reference makes your message both more relevant and more genuine.
Put the donor first. That is the very spirit of Make-A-Will Month – generating awareness of the importance of everyone having a will. Your first reason for reaching out should be that you want all your valued supporters to have a future plan in place.
Engage those without a will. Share top reasons why everyone needs a will or estate plan. It’s a tool for everyone to make their wishes known, not only for those with minor children and/or sizeable assets.
Engage those with a will. Share life events in which you should revise your will or estate plan. There are numerous situations that would prompt a revision, or at the very least, a review to confirm that no revisions are needed.
Build a natural bridge to legacy giving. Note that, as donors create or update their will, many also choose to make a special legacy gift to support a cause that has been important in their life. This can also be a way to honor a loved one who inspired the donor’s passion for a cause.
Provide a clear path to action. Share the contact form or contact information should the donor want to learn more about such a gift to your organization. Note that many gifts like these also afford tax benefits for the donor and/or their heirs.
Resist the urge to skip to the end. “August is Make-A-Will Month, so a great time to consider a legacy gift to our organization” may cut to the chase of what you want to say to the donor, but it does not create a genuine and meaningful tie to the month or lean into what is relevant to the donor.
Interested in more strategies on engaging with donors? Connect with us here!