August might not feel like prime fundraising season. The inbox is quieter, vacations are winding down, and everyone is bracing for back-to-school and fall campaigns. But here’s a secret savvy fundraisers know: Make-A-Will Month is one of the most underrated opportunities of the year.
This annual awareness campaign isn’t flashy, but it is quietly powerful. It gives you permission to talk to your donors about something most of them haven’t done yet, but know they should: writing a will. And it gives you an opening to talk about legacy – not just in financial terms, but in terms of values, memory, and impact.
Even if you don’t have a formal planned giving program (yet), Make-A-Will Month is a perfect entry point. It helps you plant the seed and remind your supporters that the work you’re doing today can, and should, live on.
Why Bequests Are More Relevant Than Ever
Let’s talk numbers. According to the Giving USA 2025 report, charitable bequests totaled almost $46 billion in 2024 (more than the total amount contributed by corporations, by the way). And we’re only at the beginning of what economists are calling the Great Wealth Transfer – a projected $124 trillion being passed from Boomers to Gen X, Millennials, and charitable causes over the next two decades.
But the main takeaway here is that bequests are no longer just the domain of the ultra-wealthy. In fact, most legacy gifts come from everyday donors: longtime volunteers, annual givers, or people who care deeply about a cause and want to leave a mark.
The question isn’t whether your donors want to leave a legacy. It’s whether they realize they can.
Why August Is the Right Time
Make-A-Will Month lands in August for a reason. This is a moment when your donors are naturally reflective. They may be wrapping up travel, helping kids prepare for school, or easing back into their routines. Planning is already top of mind.
It’s also a lull in the fundraising calendar. That means less noise in their inbox and fewer appeals competing for attention. You can take a lighter, more educational tone – and because you’re not asking for money today, donors are more likely to lean in and listen.
This is not a month for pressure. It’s a month for planting seeds!
How to Incorporate Make-A-Will Month into Your Program
You don’t need a planned giving officer or legal expertise for your organization to participate. All you need is a willingness to start the conversation and make it easy for donors to take the next step.
Here are a few ways to do that:
1. Share stories, not legal jargon
The most effective way to talk about planned giving is to show how others have done it. Maybe a longtime volunteer left a gift that funded a scholarship. Maybe a board member included your organization in their will because they wanted their values reflected in their legacy. Share real stories and profiles, and make it feel human.
2. Offer resources, not pressure
Partner with a free will-writing platform like FreeWill or Giving Docs. These tools are user-friendly, legally sound, and often free for nonprofits to promote. Share them in emails, newsletters, or on your website as a service to your community, not a sales pitch.
3. Normalize the conversation
Most people don’t talk about their wills, which can make it feel taboo. You can change that. Include a line in your emails or thank-you notes that says, “Our most dedicated supporters choose to leave a gift in their will to ensure this work continues for future generations.” That one sentence can open the door.
4. Say thank you, even if you don’t know who they are.
Sometimes people include your organization in their will and never tell you. Use Make-A-Will Month as an opportunity to thank those quiet legacy donors. Something as simple as, “If you’ve included us in your estate plans, thank you. Your future gift means the world to us,” makes people feel seen and appreciated. Even better, create a Legacy Society and celebrate donors who have raised their hand to leave a gift-in-will to your organization.
5. Make it personal
Send a short note from your executive director or development director reflecting on why legacy matters. This can be email or even handwritten. When donors hear from real people about real impact, they remember it.
Subtle Is Powerful
There’s a misconception that planned giving has to be complicated, intimidating, or only for a niche audience. But the truth is, it’s just another form of values-aligned giving. The best planned giving messages are warm, consistent, and integrated across your channels.
Here are a few places you can quietly reinforce the message:
- The footer of your email newsletters
- A legacy giving page on your website
- Your thank-you letters and impact reports
- Your donor surveys or update forms
Language like, “You can shape the future of this work with a simple gift in your will,” is gentle and effective.
Looking Ahead
You don’t have to launch a full planned giving program to benefit from Make-A-Will Month. All you have to do is start the conversation.
The donors who care about your mission today are also thinking about the impact they want to leave behind. August is your opportunity to connect the two.
So send the email. Share the story. Add the sentence. And let your supporters know: their legacy matters. And you’re here to help them make it count.