Why Now Is the Time to Talk Legacy Giving with Your Donors

Make-A-Will Month Is Underway—Are You Making the Most of It?

We’re already halfway through August, which means Make-A-Will Month (MAWM) is well in motion. For those working in fundraising and nonprofit leadership, August is a golden window to connect with supporters on a deeply personal topic: the legacy they want to leave.

What Is Make-A-Will Month?

Make-A-Will Month is an annual observance that encourages people to either create or update a will. While many know they should have a will, the majority of Americans don’t, and that leaves their loved ones and favorite causes without clear guidance when the time comes. By dedicating an entire month to raising awareness, MAWM provides a natural opportunity for conversations that might otherwise feel awkward or get postponed indefinitely.

For nonprofits, it’s not just about legal documents, it’s about stories, values and impact. A will is a way for individuals to protect the people they love and support the missions they care about most. This makes August the perfect time to share how a legacy gift can carry your work forward for years to come.

Why It Matters for Nonprofits

Legacy gifts are often the largest single contributions an organization will ever receive. They help fund long-term initiatives, strengthen financial stability, and create a cushion against uncertainty. Yet many potential supporters never consider this option simply because no one asks.

MAWM opens the door. When framed thoughtfully, these conversations are not about money, they’re about meaning. They invite people to think about the change they want to see in the world and how they can help make it happen beyond their lifetime.

Focus on the Right Audiences

Some of your most promising prospects are already in your community, they just need the right nudge.

• Loyal donors: Those who have given for 5+ years or who contribute through recurring programs demonstrate deep trust and commitment. Even modest, consistent giving often signals a strong emotional connection.
• Engaged supporters: Alumni, grateful patients and longtime advocates have lived the impact of your mission. Their personal stories can be powerful motivators for making a gift that lasts.
• Volunteers, staff and board members: Past and present, these champions often feel an insider’s pride in your work, making them natural candidates for legacy conversations.

Keep Campaign Elements Cohesive and Actionable

• Consistency matters: Align your tone, imagery, and calls to action across channels to build trust.
• Clarity counts: Make the next step easy to understand and easy to take.
• Integration wins: Position MAWM outreach within your overall development strategy so it builds on — not competes with — other efforts.

Get the Whole Team Involved

Successful MAWM campaigns often include collaboration across marketing, development, and leadership teams. This ensures:

• Messaging fits into existing communications. Here are some tips for adding legacy giving information to your org’s website.
• Opportunities for cross-promotion are used.
• Donor-facing staff can offer personal follow-up where needed.

Turning Mid-Month Into Your Moment

Legacy discussions are important year-round. Start by sparking meaningful conversations and inspiring action this month, and then continue those efforts through the year:

• Share compelling stories that connect your mission to a lasting legacy.
• Highlight the ease and importance of making or updating a will. Not sure where to start? Here are some useful talking points to help guide these conversations with donors.
• Offer resources that help supporters take the next step.

Your outreach now can plant seeds that grow into enduring, mission-sustaining support, the kind that carries your work forward long after August ends. Make-A-Will Month is more than a campaign; it’s an invitation for your community to become part of your next chapter.

About the Author

Brantley Boyott is the Co-founder and President of Giving Docs. He is a former (recovering) attorney, having practiced for over a decade before starting Giving Docs in 2015 in Austin, TX. In 2017 Brantley moved to Durham, North Carolina, when Giving Docs partnered with Dan Ariely’s behavioral science lab, the Center for Advanced Hindsight at Duke University, which seeks to use behavioral science to make the world happier, healthier, and wealthier. Brantley received his JD and BFA in Economics at the University of Texas in Austin.