August is National Make-A-Will Month. This presents a great opportunity to talk to donors about how simple it can be to add a powerful charitable gift to a new or existing will. Unfortunately, it is a difficult topic to broach. No one wants to consider their own mortality. In fact, it can cause some people to be quite uncomfortable, which makes initiating this conversation stressful.
Keep in mind, though, that these conversations are vitally important. Charitable bequests are pivotal to your organization’s long-term sustainability and your mission’s success. Consider the following:
• Donors who were directly asked to make a gift in their will were 17 times more likely to do so than donors who were not asked.
• According to Giving USA 2024: The Annual Report on Philanthropy for the Year 2023, bequest giving outpaced other sources of charitable giving in 2024, growing to $42.68 billion (an increase of almost 5% from the previous year).
Luckily, reducing pre-conversation anxiety and mid-conversation awkwardness simply requires careful thought and planning.
Choose Your Audience
Who should you talk to about making a gift in a will? Everyone.
Don’t assume that all potential donors know that this is a great way to make a difference at your organization. Tell them. And be clear that this is not just a gift option for the very rich! Reassure supporters that a gift in a will is easy, has no immediate impact on their finances, can be changed if needed, and can make an incredible difference in furthering your important mission.
With that being said, make a special effort to reach those who already have a strong connection to your organization, from consistent annual donors to volunteers and board members.
Plan Your Approach
Planned giving expert Dr. Russell James says that donors hear a mention of their will as a “death reminder” and typically respond by either avoiding the topic (ignoring their own mortality) or focusing on creating a lasting legacy (seeking symbolic immorality). Your approach, therefore, must carefully steer the donor towards a legacy mindset and away from avoidance. Consider the following:
• How will you preface asking for a gift in a will? Start the conversation in a way that will put the donor at ease and provide a strong motivation for giving.
• How will you ask for a gift in a will? You can be direct (Would you be willing to include a gift to our organization in your will?) or subtle (What are your thoughts on making this kind of gift?), depending on your comfort level and your donor’s attitude and inclination. You can also begin with a softer ask and move to a more direct appeal as the conversation progresses.
Consider Your Words
Be mindful that the particular words you use matter more than you might think.
1. Avoid death language. This can lead to avoidance behavior. Instead, use active language that prompts a desire to establish a legacy. For example, “creating a legacy” resonates with donors better than “leaving a legacy” since the idea of leaving something behind is so closely associated with death.
2. Forgo technical jargon. Formal or legal terms can have a distancing effect. Spark greater interest and response by using simple language. For example, “a gift in a will” resonates with everyone, whereas “a bequest” or even “a gift in your estate plan” can sound like it only applies to the extremely wealthy.
3. Share “non-death” motivation. Most donors will immediately associate a will with planning for death, which may trigger avoidance. Counteract that by starting the conversation with a “non-death” reason to add a gift to a will, such as a campaign or matching gift deadline, an outside issue, a long-term funding priority, or the “holiday” they never even knew about—National Make-a-Will Month!
4. Encourage legacy planning. No one likes the thought of disappearing from this world, but donors do respond to discussions on how their family, friends, and values can continue into the future. Offering tribute gifts has been found to increase bequest giving.
5. Highlight the lasting impact. Donors are more motivated to make a will when the ask includes permanence language. This means an assurance that their gifts can continue making a difference in perpetuity. For example, donors find expressions like “creating a lasting impact” more attractive than “meeting current needs.” Be clear about your long-term goals and needs and exactly how a gift in a will can make a significant, long-lasting difference.
Make It Easy
Even those focused on creating a legacy can find it daunting to think about creating or updating a will. You can help. Offer a personalized will guide that walks donors through all the steps, from determining clear goals to gathering the necessary information and documents. Read more about the EDS Will and Estate Planning Guide here.
When you enter into a conversation about wills with forethought and sensitivity, the result can be fruitful for both the donor and your organization.
