Things Fundraisers Secretly Think About When Someone Mentions “Gifts in Wills”

Things Fundraisers Secretly Think About When Someone Mentions “Gifts in Wills”

If you work in fundraising, there are a few phrases that immediately make your ears perk up. One of them is “gifts in Wills”.

The moment someone says it, a small voice in your head might whisper something like, “This is important…  just make sure I approach it the right way.”

Legacy giving is one of the most meaningful ways supporters can contribute to a cause. Yet for many fundraisers, it can feel like one of the most delicate topics to raise. It sits somewhere between an exciting opportunity and a conversation that requires care and sensitivity.

If you have ever felt unsure about how to approach gifts in Wills with your supporters, you are definitely not alone. Many fundraisers have probably had at least one of these thoughts when the topic comes up.

“Is it too soon to talk about this?”

Timing is often the biggest question. You might have built a wonderful relationship with a supporter, and you know they care deeply about your cause. But there can still be a moment of hesitation. Is this the right time to mention legacy giving? Will it feel too formal or too serious?

Many supporters already think about their Will long before charities raise the topic. Life events such as retirement, family milestones, or simply reviewing financial plans often prompt people to reflect on their legacy. During these moments, supporters may naturally consider the causes that have been important to them throughout their lives.

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“What if they think I am asking for too much?”

Another common concern is that talking about gifts in Wills might feel like a large request. In practice, many supporters view legacy giving quite differently. A gift in Will does not always involve large amounts of money.  Some supporters choose to leave a small percentage of their estate or a specific amount after providing for family and loved ones.

For many donors, leaving a gift in their Will is simply a way of expressing how much a cause has meant to them over the course of their lifetime.

“I hope I explain this properly.”

Legacy giving can sometimes come with unfamiliar terminology: bequests, estates, and residuary gifts. It can be easy to feel like you need to understand every detail before starting the conversation.

In reality, the role of a fundraiser is not to provide legal or financial advice. The most valuable thing fundraisers can do is introduce the concept in a respectful and informative way. Interested supporters can then seek appropriate professional advice if they are considering creating or updating their Will as part of their estate planning.

Often, the most important step is simply helping supporters understand that leaving a gift in their Will is one of the ways they may choose to continue supporting the causes they care about.

“Imagine what this could make possible.”

Perhaps the most inspiring thought about gifts in Wills is the future impact they can create. Many of the community projects, research initiatives, and long-term programmes that charities deliver over time are made possible through legacy giving.

For supporters, knowing that their contribution could help future generations can be incredibly meaningful. For fundraisers, it is a reminder that the relationships you build today may shape the future of your organisation.

Gifts in Wills conversations are rarely about finding the perfect moment or saying the perfect words. They are about trust, shared values, and the long-term connection supporters have with the causes they care about.

Sometimes the most important step is opening the door to a conversation that supporters may already be thinking about.

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Supporting Supporters Who Are Considering Their Will

For charities looking to support these conversations, providing access to trusted Will-writing services can help make the process clearer for supporters who may be considering their future planning. ‍

Footprint works with charities to help make Will-writing more accessible for supporters through an online platform designed to guide people through the process of creating a Will.

If your organisation is exploring ways to support donors who may be considering leaving a Gift in their Will, we would be happy to talk through how Footprint works and how charities can be represented within the Will-writing journey.

Book a conversation with our team to learn how Footprint supports Gifts in Wills programmes.