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Make Legacy Giving Part of the Conversation

Make-A-Will Month may have wrapped up in August, but National Estate Planning Awareness Week from October 19–25 gives nonprofits another opportunity to talk with donors about planning for the future. A will is just one part of an estate plan, and there are many ways someone can provide for the people and causes they care about. Retirement accounts, life insurance policies, investments, and other assets can also be part of those plans. That makes Estate Planning Awareness Week a great time to introduce donors to the idea and remind longtime supporters that charitable giving can be part of their future plans.

Start with a Simple Message

An October email or newsletter can be a simple way to introduce legacy giving to your supporters. Let donors know that their estate plans can provide for both the people and the causes they care about and share that there are ways to support your organization beyond leaving a gift in a will. The goal is simply to let donors know that your organization welcomes these gifts and give them a clear way to reach out if they’d like to learn more.

Give Donors a Place to Start

Make it easy for donors to learn that supporting your organization can be part of their future plans. A short section on your website or a mention in donor communications can introduce the idea and give interested supporters a place to start. You can also point donors toward the Athens Area Community Foundation. Through a Legacy Fund at AACF, donors can create a plan to support your organization, multiple nonprofits, or other community needs that matter to them. AACF works with donors to help turn those charitable goals into a plan for the future.

Show Donors What Their Future Support Could Mean

Legacy giving can feel abstract, especially when the conversation focuses too heavily on estate planning documents. Connecting it to your mission can help donors picture what their future support could make possible. A donor story, newsletter feature, or social media post can show how generosity today and in the future can support the work your organization is doing. Once a donor begins thinking about that long-term impact, AACF can help them explore ways to put those intentions into action.

Give Donors an Opportunity to Tell You

Some of your longtime supporters may have already included your organization in their future plans, and you may not know it. Give them an easy way to tell you! A simple message can be enough: “If you have included our organization in your estate plan, we’d be honored to hear from you so we can thank you and better understand your wishes.” That conversation gives you an opportunity to thank the donor, learn more about what matters to them, and continue building the relationship. If they’re still exploring how they want their future charitable giving to take shape, you can also introduce them to AACF as a resource.

Keep Talking About Legacy Giving

Estate Planning Awareness Week can help jumpstart the conversation, but legacy giving doesn’t have to disappear from your communications when October ends. AACF can help with what comes next. If you have donors who are beginning to think about leaving a charitable legacy, reach out to the Athens Area Community Foundation.