Blog

Making the Most of National Make-A-Will Month

Every August, National Make-A-Will Month shines a spotlight on the importance of planning for the future. For nonprofits, this nationwide awareness campaign creates a natural opening to connect with supporters about how their legacy can extend beyond their lifetime.

Conversations during this month can go beyond simply encouraging donors to create or update their wills. It’s an ideal time to discuss how a gift through their estate—particularly to your organization’s endowment—can sustain your mission for years to come.

Prompt Action on Estate Plans

Many donors know they should have a will or trust but delay taking action. Make-A-Will Month brings estate planning into focus, making it easier to spark productive discussions.

You can position this as the moment to move from intention to completion, guiding donors toward steps that benefit both their loved ones and the causes they care about. When appropriate, share how including your organization in an estate plan can be a straightforward and meaningful way to create a lasting impact.

Normalize Legacy Giving Conversations

For some nonprofit teams, discussing planned gifts can feel sensitive. Make-A-Will Month provides a natural reason to introduce the topic. You can frame it as a standard part of estate planning rather than an unusual or difficult subject.

This month’s focus gives you permission to talk openly about legacy gifts in newsletters, donor meetings, or events. The more comfortable your supporters feel with the idea, the more likely they are to consider your mission in their long-term plans.

Connect Endowments to Long-Term Impact

Many endowments grow from assets received through estate plans—such as bequests in wills and trusts, beneficiary designations on retirement accounts, or more sophisticated planned gifts like charitable remainder trusts.

During Make-A-Will Month, highlight how your endowment functions as a safeguard for your mission. Explain that endowment gifts provide annual funding year after year, helping programs remain strong even in changing economic climates. Drawing this connection between a donor’s estate plan and a stable, thriving future for your work can inspire deeper engagement.

A Partner for Donor Engagement

The community foundation is here to support your outreach during Make-A-Will Month and beyond. We can help you refine your messaging, identify prospects for legacy conversations, and structure giving options that align with donor values.

When donors feel confident that their legacy will be managed thoughtfully and used effectively, they are more likely to act. Make-A-Will Month gives you a built-in reason to start that conversation today, laying the groundwork for stronger donor relationships and long-term mission success.