Estate planning is often framed in terms of taxes, legal documents, and financial strategies. Those mechanics matter, of course, but they’re not what truly motivates donors. At its heart, estate planning is about the loved ones, communities, and causes that donors want to support beyond their lifetimes.
This week—National Estate Planning Awareness Week—consider how you can help donors move beyond paperwork to see estate planning as an act of love, gratitude, and legacy.
Estate Planning Is a Values Conversation
Donors rarely wake up and think, “I need to revisit my estate plan to ensure maximum tax efficiency.” They’re far more likely to reflect on family, important milestones, or the meaningful organizations that have touched their lives.
You can play a unique role in guiding donor conversations toward the “why” behind estate planning decisions. To spark a values-based discussion, ask questions like:
• What principles and traditions do you most want your family to carry forward?
• In what ways has our organization been most meaningful to you?
• How do you want others to remember your story?
Strategy note: Treat legacy conversations as a natural extension of your ongoing stewardship work. Framing them this way helps donors see estate planning as an integral part of their life story rather than an intimidating legal and financial task.
Use Stories to Spark Imagination
Numbers can persuade, but stories inspire. National Estate Planning Awareness Week is the perfect time to share examples that help donors imagine themselves making a legacy gift. Illustrating how estate gifts grow out of values, not just assets or tax advantages, can be especially powerful. Since legacy gifts can reflect life experiences, a donor’s career, family traditions, or gratitude for your organization can all serve as natural bridges to charitable giving.
If you don’t have many donor stories yet or want to refresh your collection, review your existing donor files or legacy society members and identify one or two stories that can be told through an estate planning lens. Because this topic is evergreen—in fact, there is a benefit to talking about legacy planning regularly throughout the year—there’s no need to wait until next year’s National Estate Planning Awareness Week to share these stories on your website, in a newsletter, or in conversations with supporters.
Strategy note: Don’t overlook “quiet” stories. Even small bequests can carry powerful meaning when framed around values and impact. In fact, sometimes stories of smaller, more “ordinary” legacy gifts are the ones that resonate with large numbers of people.
Simplify the First Steps
Donors may feel intimidated when they think about estate planning, but many of the actual steps are simple and approachable when viewed individually. Remind donors that legacy planning doesn’t always begin with a complicated trust. It often starts with more manageable tasks like:
• Talking with loved ones about values and legacy
• Writing a letter of intent to accompany estate documents
• Updating a beneficiary form to reflect current wishes
• Adding a charitable gift to a new or existing will or living trust
Practical idea: Providing information that clearly walks donors through the estate planning process can remove stress and motivate donors to move forward. Ask about our Will and Estate Planning Guide.
Use This Week to Plan Meaningful Connections
National Estate Planning Awareness Week is not just about raising awareness of legal documents and tax benefits. It’s about helping donors reflect on what—and who—matters most. You and your team have the privilege of connecting those reflections to a lasting impact at your organization.
Lean into the human side of estate planning—not just this week, but throughout the year. Spark values-based conversations, inspire with stories, and provide simple next steps. By doing so, you’ll make the idea of estate planning feel less daunting for donors and, in the process, strengthen their connection to your mission.
