August is Make-A-Will Month. What an opportunity for your organization to raise awareness about the importance of estate planning!
Using the concept of "Make-A-Will" to encourage donors can be a powerful strategy for your planned giving and endowment programs. Here are several ideas you can implement this month to capture donors' attention on this important topic.
Education and Awareness
Informative Campaigns: Run campaigns to educate your donors about the importance of having a will and the benefits of including charitable donations in their wills. Consider topics such as:
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- Wills are an important legal document that everyone should have.
- Wills provides peace of mind for you and your family.
- Wills let you create a legacy that last beyond your lifetime.
Workshops and Seminars: Host workshops or webinars with estate planning experts to explain the process and advantages of planned giving.
Content Creation: Develop brochures, blog posts, and videos that explain how leaving a gift in a will works and its impact on your charity.
Ease of Access
Online Will-Making Tools: Partner with online will-making services to offer your donors an easy and affordable way to create a will. Some services allow charities to offer free or discounted will-making options.
Templates and Guides: Provide downloadable will templates and guides on your website to help donors get started.
Personalized Communication
Targeted Messaging: Use data to identify donors who are likely to be interested in planned giving and send them personalized messages about how they can leave a legacy through a will.
One-on-One Conversations: Reach out to loyal and long-term donors personally to discuss the option of including your organization in their will.
Incentives and Recognition
Legacy Societies: Send information about your legacy society, which honors donors who have included your organization in their will.
Storytelling: Share stories of donors who have committed to leaving a gift in their will and the impact they will have. This can inspire others to do the same.
Legal and Financial Guidance
FAQs and Support: Provide a frequently asked questions (FAQ) section and support line for donors who have questions about making a will and including a charity.
Highlighting Impact
Impact Reports: Clearly demonstrate how bequests and planned gifts have made a difference in your organization’s work. Use concrete examples and stories to show potential donors the lasting impact of their future gifts.
Future Plans: Share your organization’s vision and how estate gifts will support long-term projects and initiatives.
Express Gratitude
Thank You Notes: Regularly thank those who express interest or have made commitments, reinforcing their decision and making them feel valued.
Digital Marketing and Social Media
Email Campaigns: Send out email campaigns highlighting the benefits of planned giving and how to include your organization in a will.
Social Media Outreach: Use social media platforms to share stories, testimonials, and informational content about legacy giving.
By selecting whichever of these strategies align with your overall planned giving plan, you can effectively encourage your donors to consider making a will that includes a gift to your organization, ensuring a lasting legacy and sustained support for its mission. Maybe not in August, but your time and attention to this in August will surely pay off in the months ahead.
