If you didn’t know that August is Make-a-Will Month, you’re probably not alone. But just like other giving events such as Giving Tuesday, Make-a-Will Month should be on your marketing calendar every August.  It’s a prime time to promote gifts in wills and other legacy giving for your organization!  

While we never recommend a marketing strategy just because others are doing it, sometimes following the crowd is the right strategy: Supporters will be seeing a steady stream of legacy giving promotions from other non-profits in August. So, if you aren’t out there asking donors to include you in their will during Make-a-Will Month, you’re missing out on potential planned gift dollars. 

Here are a few actions that we recommend you take to make the most of Make-a-Will Month and set yourself up for success: 

  1. Send a postcard. It’s inexpensive and can be executed quickly. Your message simply needs to tell the donor that August is National Make-a-Will Month and remind them that they can include your organization as a beneficiary. We also recommend a sentence or two that explains why your organization needs income from bequests to fulfill your mission. Finally, make sure to prominently note the information that the donor needs to include you in their will: your organization name, your organization’s tax ID number and address. (You don’t need to include sample bequest language.)  

Bonus: Include a QR code to send them to your gift notification page with a request to let you know if they’ve included your organization in their will.  

  1. Send multiple emails. With billions of emails sent every week, sending just one message likely won’t have much of an impact. Work with your digital team to see what’s possible within your schedule. At a minimum, we recommend sending two dedicated messages. However, three seems to be the sweet spot for many of our clients. And if you’re able to send more—even better! 
  2. Use your social media accounts. This is the perfect place to share stories, quotes, and photos from donors who’ve already included you in their will. It’s great donor stewardship and great social proof. In your post, make sure to direct followers to your website for more information. 
  3. Try social ads. This is a great time to dip your toe into the waters of planned giving advertising if you haven’t already. Many of our clients have found that Make-a-Will Month generates their highest-performing legacy giving ads of the year. Just make sure to keep the call to action (CTA) simple.  

Bonus: If you have an existing planned giving brochure, try creating an Instant Form ad, which allows people to download your brochure directly from Facebook without the trouble of taking them to another website. If you don’t have a brochure available for download, we recommend directing people to a place on your website where they can find more information.  

Even if you can’t do all these things, don’t let that stop you from doing at least one. The most important thing is that you get the message out and keep it going consistently over time, year after year. The worst thing any of us can do is just sit back and wait for those legacy gifts to come rolling in. 

Sabrina Naylor is the Senior Account Executive for Mal Warwick Donordigital, based in Washington, D.C. She has helped develop winning legacy packages for a number of our clients, including the National Organization for Women, Ocean Conservancy, and the National Alliance on Mental Illness, and serves on the board of the National Capital Gift Planning Council.