This is an updated article, first published on Brenda Moore & Associates July 22, 2022. 

Do you have a will? I didn’t until I was 44. 

Since my first job after college, a large portion of my work included explaining the importance of wills and walking alongside countless individuals as they wrote their wills. But it wasn’t until I was about to board a plane with my husband to receive my first daughter in China that we signed a will of our own. 

I could tell you all the reasons you should have a will in my sleep, but until there was some risk, some urgency, someone depending on my life that I took action. 

Putting off what we know we need to do until we have no other option is unfortunately very human. That’s why August Make-A-Will month is so valuable — it creates urgency before it’s too late. 

Make-A-Will month gives churches and nonprofits a fixed amount of time to focus messaging and fundraising campaigns around inviting legacy gifts through wills while simultaneously serving their supporters in a tremendous way.  

We wish running a successful Make-A-Will month was the same for churches and nonprofit organizations, but it isn’t. In this article we unpack best practices for churches and nonprofits to run a Make-A-Will month that benefits both their organization and supporters. Finally we wrap it up with the four questions everyone needs to consider during will-making.

Is Make-A-Will-Month Right for Our Organization?

As an already busy development professional the last thing you want to do is take on another fundraising campaign that won’t positively impact your organization's funding. We understand.

In an effort to help you make the best decision for your organization, here are three things to consider when deciding if Make-A-Will month is a good fit for your organization: results, timing, and commitment.

Results: Is Make-A-Will Month Worth the Effort?

In August 2021, Free Will reported helping $444 million in legacy gift commitments, and nearly 30,000 Americans make their wills. Compared to other months, that was a 157% increase in bequest commitments to charities. A year before — August 2020 — Free Will reported a 150% increase. 

Keep in mind, 2020 and 2021 were the years the pandemic hit us the hardest. Even in uncertain times many people still gave to charities in their will.

Additionally, we’re in a period called The Great Wealth Transfer. Over the next 20-25 years 45 million households will cumulatively pass on $73 trillion from one generation to the next. An estimated $10-$12 trillion of that will go to charity. Just to help you get your head around this mammoth number, these estate gifts alone are expected to DOUBLE an organization’s annual gift income.  

All that to say, this is a good time to prompt your supporters to make a will. Not only are Make-A-Will months very successful in prompting will creation, we are also in an economic period where wealth is being transferred and people need guidance to transfer their money well. 

Timing: What if August Isn’t a Good Time for My Organization?

Make-A-Will month can be whatever month you want it to be! Why not January, because that’s when people are turning over a new leaf and getting ready for what’s next? Why not November, when families start gathering for holidays and can have important conversations together? 

Whichever month you choose for your Make-A-Will month needs to meet two qualifications:

1. Will resonate with the constituency you serve
2. Allows you space to invest extra effort into this initiative

August might be Make-A-Will month for many nonprofit organizations but that doesn’t mean that’s what best serves your organization and donors. Doing what everyone else is doing isn’t the secret to success. 

Consider Chick-fil-a. They’re closed Sundays which is arguably one of the highest revenue days for fast food restaurants. But being closed on Sunday honors chick-fil-a’s values and guess what? They’re wildly successful even though they’re not doing what everyone else is doing!

Strategically and intentionally select a month for Make-A-Will month that makes sense for you and your constituency.

Commitment: What Goes into a Make-A-Will Month Campaign? 

Many people procrastinate making their wills because they don’t know where to start. Without urgency it feels too complicated to figure out. Your job during Make-A-Will month is to create urgency and simplify will-making so that it feels possible. 

To accomplish those two objective you will need to commit to five goals when preparing for and navigating a Make-A-Will month: 

• Create a simple, clear and compelling marketing plan for your online and print materials. Get a jumpstart by downloading this customizable Make-A-Will Month Marketing Templates HERE.
• Convey the urgency of making a will sooner rather than later throughout all your communications whether that’s online, in print, or in-person conversations.
• Make will-making easy. FreeWill has great resources to simplify the will-making process. 
• Connect your supporters with attorneys that can help them create a will. This will help your supporters take their first step toward will-making and create momentum.
• Prepare a follow-up plan to talk about will-making throughout the year. Having a strategy to weave planned gifts throughout your communications and meet with potential legacy donors will ensure that the effort you make during Make-A-Will month doesn’t stop at the end of the month.

Helping your supporters create wills is valuable because you’re helping them care for their loved ones and the cause(s) close to their heart. This is a good investment of time for your organization, but more importantly, it’s a good investment of your time on the behalf of individuals who have supported your important work.

How Nonprofits Should Approach Make-a-Will Month: Blended Gift Invitations 

Have you ever been to a Pampered Chef party?

First, you’re invited to the party. Once you arrive you’re invited to help make yummy food using fancy kitchen products. Then you’re invited to buy some of said products. Next you’re asked to host a party. And finally, you’re invited to become a Pampered Chef Rep.

That’s a lot of asks from one party invitation! In fact, four invitations were stacked on the original party invitation. 

In fundraising, we have something similar called “blended gift invitations.” Using a blended gift invitation can be one of the most effective and gracious fundraising strategies. It is particularly effective during Make-A-Will month and the last quarter of the year.

For most nonprofits the last quarter of the calendar year is the most significant gift income quarter of the year. This happens for a variety of reasons, including the simple inclination to give to charities because of the holiday season and seeking tax benefits. 

As you engage in end-of-year giving conversations you should be intentional to blend (or stack) the legacy gift invitation. Consider the following scenarios: 

1. Your donor has just said “yes” to your invitation to repeat or increase their annual gift. You share your thanks for their faithful support and continue “Many of our most loyal friends have included this organization in their will. Is this something you’d be willing to consider?”
2. Your donor has just shared their intent to make a qualified charitable distribution (QCD) from their retirement plan. Thank them for the good news, briefly share the impact that gift will have on your ministry and add “Many of our friends who give from their IRAs during life have also named our organization as a final beneficiary of their plan. Is this a legacy gift you’d be willing to learn more about?”
3. Your donor has discovered the tax benefits of gifting stock. You’ve confirmed your donor’s intent to make another year-end stock gift, and continue “Many of our donors are  also using their appreciated stock to fund legacy gifts. For example, some friends establish endowments so they can give to their charitable priorities in perpetuity.  Would you be willing to begin a legacy giving conversation together?” 

If you don’t already have a legacy giving program, Make-A-Will month is a great time to start one. Schedule a call to launch your legacy giving program. 

How Churches Should Approach Make-A-Will Month: Annual Stewardship Appeal

God does not take our gifts or the gifts of your congregants lightly or for granted. Jesus made this very clear when Mary anointed His feet.  

When the disciples said negative things about her act of devotion Jesus responded to them saying, “What Mary has done is a beautiful thing. Wherever the gospel is preached, what she has done will be told in memory of her. ”

The beautiful thing that Mary did was giving away what may have been her dowry — financial assurance of marriage and security for her future — at the very least it was a whole year’s worth of income. God considered her incredible sacrifice both beautiful and worthy of retelling for thousands of years!

Do you live with the awareness that God does not take your gifts or the gifts of your congregants lightly or for granted? Have you clearly communicated how God values gifts with those who attend your church? A simple way you can help your congregants live with an awareness that God values our gifts is asking for gifts and sharing stories of what previous gifts have made possible. 

Typically churches are good at inviting and receiving regular offerings — these are gifts congregants make from their income. But congregants can make gifts, sometimes even larger and more fulfilling gifts, from their assets through leaving legacy gifts, also called planned gifts. However, churches rarely invite or receive legacy gifts. If your church isn’t receiving legacy gifts it’s likely because congregants don’t know they’re an option. 

Three ways to effectively invite legacy gifts during Make-A-Will month or throughout the year are:

1. Increase awareness. Plan for actively extending legacy gift invitations in print materials, online content, and from the pulpit. Celebrate and give thanks for the ways that previous legacy gifts continue to bless the people you serve. Make your job easier by downloading this customizable Make-A-Will Month Marketing Templates.
2. Make will-making important and as easy as possible. Help your members understand how making a will is an act of Christian stewardship. Schedule an attorney to be available for helping your congregants create their wills at your church for a few Saturday mornings, or partner with FreeWill. 
3. Extend blended gift invitations. When you’re inviting members to commit pledges for the coming year,  ask them to also indicate if they’ve already included the church in their will or would like to learn more about that option.

Whether or not you choose to have a Make-A-Will month, legacy gift invitations are part of clergy members’ important work because they guide congregants to practice biblical financial stewardship. 

4 Questions Your Supporters Should Consider During Will-Making

If you have ever received a flight itinerary you know they include every detail about your trip. Where you’re going, when you’re going, layover details, how long the flight will take, and the specific plane number. The information can seem like overkill because you just want to get to your final destination. But all that information is what makes sure you get to your final destination.

Will-making can feel like overkill. The process often requires facing difficult conversations and facts. But wills provide tremendous freedom and security when they are completed. In the event of a loved one passing, a will provides those grieving with specific instructions for carrying out their loved ones’ wishes.

At the end-of-life, a written will makes sure the people and causes you cherish are cared for. 

There are four specific questions that should be considered by any individual during will-making. It is always helpful to discuss and personally answer these questions before meeting with an attorney. 

“Will we have what we need/want in the future?”  

Are you comfortable with your plans for the lifestyle you imagine for your future?  

Or do you need the help of an advisor to help you sort out some of these details? 

“What impact do we want to have on our children/heirs?”  

How much inheritance is enough? too much?  

At what age/stage can they handle lump sums? 

Or is a stream income wiser?  

Do any of my heirs have special needs? 

“What impact do we want to have on society/ministry?”  

Have we supported ministries during our life that we also want to support at death?  

Do we want to make larger legacy gifts at death that we didn’t feel we could make during our lives? 

“Who do we most trust to take on the responsibility for…”  

Raising our children if we die before they are adults? 

Our healthcare decisions if we’re unable to make them?  

Our financial decisions if we’re unable to make them?  

Distributing and settling our estate upon our deaths?

Everyone has an estate, regardless of its size. A plan is necessary to determine how your estate will provide for you, your family, and the ministries that are important to you. Designing and reviewing an estate plan takes time and thought, but doing so will help you faithfully steward all that God has entrusted to you.

Jumpstart Your Make-A-Will Month Marketing with this Tool

Statistics say that most people agree that having a will or trust is important, but only 33% have one! That means 67% of people have not made a clear plan for passing on their wealth to the people and charities they love.

This leaves an open door for churches and faith-based nonprofits to help individuals practice biblical stewardship and invite legacy gifts. Gifts given through planned giving, assets, or estate planning tend to be larger, provide for immediate needs as well as the longevity of an organization, and have tax advantages for the donor. 

Make-A-Will month is a great opportunity to encourage your supporters to make wills and invite legacy gifts. Better yet, you can have Make-A-Will month in whichever month works best for your organization. The important thing is that we’re leveraging the tools God has given us to help our supporters care for the abundance they have been blessed with.

Get two email and three social media post templates to begin engaging your supporters in Make-A-Will month HERE.

If you would prefer to discuss your best next steps with a person, schedule a call with our team HERE.

This article was co-authored by Brenda Moore, CFRE and Samantha Roose.