Start The Year Strong, Turning January Reflection into Gifts in Wills Action
At the start of the year, something special happens. Your supporters usually take this time to reflect, set intentions, and have a desire to create lasting impacts.
It’s a natural opportunity for charities to lean into legacy giving campaigns, a moment to start conversations that truly connect with supporters on a personal level.
A Fresh Start Brings Reflection
The new year naturally nudges people to pause and take stock. After the rush of the holidays, supporters begin to think about what really matters to them, their values, their loved ones, and the mark they want to leave behind.
That is why this is the perfect time to open up the conversation about Gifts in Wills. It does not feel forced or pushy; it fits the season. When you invite supporters to think about their legacy now, you meet them in a reflective, thoughtful mindset.
Planning Season is in Full Swing
Many Kiwis use this time to get organised, sorting finances, reviewing budgets, and planning for the year ahead. Estate planning often makes the list. When you position Gifts in Wills as a simple and meaningful addition to that process, it becomes an easy and natural step.
At Footprint, we often see people take action on their Wills early in the year because they want to feel on top of things.
Tips to get you started:
Run a campaign encouraging supporters to review their Will and consider including a gift to your charity.
Include a call to action for example, Make your legacy part of your new year plan.
Consider sharing one of the blogs or the video in the Footprint guide that helps supporters start their Will.
Instead of broad appeals and campaigns, it’s the perfect time for stories that connect and share why legacy giving matters to your cause. It’s important to show how one person’s Will can create lasting change and invite supporters to think about their own impact in a way that feels genuine and considered.
A Season of Renewal
There is something special about the energy of a new year; It’s hopeful and full of possibility. People want to do things that feel positive and purposeful. When you frame Gifts in Wills as a way to keep someone’s values alive, it resonates deeply. Supporters do not just see it as a transaction; they see it as a reflection of who they are.
By setting the tone in the new year, this doesn’t just drive short-term engagement, it helps build momentum for the year ahead. You are starting the conversation early, building awareness, and laying the groundwork for future engagement.
When your charity becomes part of someone’s planning mindset, you will be front of their mind when they revisit their Will later in the year.
Things to consider for a strong start:
Review your website’s Gifts in Wills page, is it clear and easy to navigate?
Create 2 – 3 social posts focused on reflection and planning for the future.
Create a supporter story to share on why they chose to leave a gift in their Will to your charity.
Let’s Make the Most of It
Now is the time to think about what you want to say. Take a moment to consider the stories, values, and impact that make your charity unique and how Gifts in Wills can carry that forward. The most powerful legacy conversations come from a place of authenticity and purpose.
When you speak from your charity’s heart, supporters will feel it. This season is your opportunity to shape that message and inspire people to take meaningful action for the future.
If you are an existing charity partner, take a moment to explore the Footprint Charity Guide. It’s full of insights, tips, and ready-to-use tools to help you grow your Gifts in Wills programme. And if you’d like some extra support or want to chat about how to start the conversation with your supporters, we’re here to help.
If you are still considering a Gifts in Wills programme, reach out to Footprint and we can get you started.
