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 it wasn't 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’re unpacking best practices for churches and nonprofits to run a Make-A-Will month that benefits both their organization and supporters. Finally we’re wrapping it up with the four questions everyone needs to consider before making a will.

What is August Make-A-Will-Month?

Have you ever thrown a party and ordered way too much pizza?

It’s so disappointing and frustrating to have invested all this time and money into something that wasn’t necessary or enjoyed. 

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 (aka buy too much pizza). We understand.

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

Consideration #1: Results

In August alone, 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 through 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.  

In other words, not only have Make-A-Will months been 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. 

Consideration #2: Timing

How many fast food restaurants are closed on Sunday?

There’s only one that I can think of and it’s Chick-fil-a. Chick-fil-a is arguably one of the most successful fast food restaurants and they’re closed on one of the highest revenue days. Even though all other restaurants are opened seven days a week — definitely Sunday — Chick-fil-a is closed because that’s what honors their values and best provides for their employees. 

In other words, just because everyone is doing it doesn’t mean that’s what will make you successful. 

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. 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? Identify a month that will resonate with the constituency you serve, and go for it!

Consideration #3: Commitment

What goes into a Make-A-Will month campaign? 

There are five goals that should be top of mind when preparing for and navigating a Make-A-Will month: 

• Creating a clear and compelling marketing plan for your online and print materials
• Communicating the urgency for making a will sooner rather than later
• Demystifying and breaking down potential complexities of will making
• Connecting your supporters with attorneys that can help them create a will
• Making a plan for occasionally talking about will making throughout the year

Many people don’t make wills because they don’t know where to start and they don’t feel an urgency to figure out. Through clear and compelling communication you can help your supporters jump both hurdles and care for their loved ones and the cause(s) close to their heart.

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 additional 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 gracious and effective fundraising strategies especially during Make-A-Will month and the last quarter of the year.

For most nonprofits the last quarter of the calendar year is typically 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. You thank them for the good news, briefly share the impact that gift will have on your ministry and continue “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

Mary anointing Jesus’ feet is one of my favorite giving stories in Scripture. 

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 that incredible sacrifice both beautiful and worthy of retelling for thousands of years!

God does not take our gifts or the gifts of your congregants lightly or for granted. Do you know that? Do the people who attend your church know that?

Typically churches invite and receive regular offerings that are typically gifts people make from their income. However, churches rarely invite or receive legacy gifts. If your church is not receiving legacy gifts, it’s most likely because your congregants don’t even know supporting you in that way is 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 opening up legacy giving invitations in print materials, online content, and giving invitations from the pulpit. Celebrate and give thanks for the ways that previous legacy gifts continue to bless the people you serve.
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. 
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 to Consider Before You Start Will Making

Have you ever received a flight itinerary?

They usually 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 from where you currently are 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.

Download a complete Will Making checklist HERE. 

See If Brenda Moore and Associates Is the Team You Need To Help Launch Your Legacy Giving Program

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.

To learn more about launching a legacy giving program for your organization, schedule a call HERE!

Co-authored by Brenda Moore, CFRE and Sisi Roose.