When Should Fundraisers Talk to Donors About Gifts in Wills?
When Should Fundraisers Talk to Donors About Gifts in Wills?
Gifts in Wills are one of the most meaningful ways supporters can create a lasting impact for the causes they care about. For charities, legacy giving can form an important part of long-term fundraising strategies, helping organisations continue their mission for years to come. Yet many fundraisers still feel unsure about when and how to introduce the topic of gifts in Wills with their supporters.
The reality is that many people naturally think about charitable giving when they review their estate plans. Estate planning is a normal part of life planning. It is a time when people reflect on what matters most to them, including family, values, and the causes that have shaped their lives. When charities approach gifts in Wills with sensitivity and education, the conversation becomes less about asking for a future gift and more about helping supporters consider the legacy they wish to leave behind.
Why Gifts in Wills Matter for Charities
Legacy giving plays an important role in long-term fundraising strategies. A gift in a Will allows supporters to continue contributing to a charity’s work long into the future. Many charities rely on charitable bequests to help support major projects, research initiatives, community programmes, and future innovation.
For supporters, leaving a gift in their Will can also be deeply meaningful. It provides an opportunity to continue supporting the organisations that reflect their personal values. Even a small percentage of an estate can make a meaningful difference for a charity over time. When charities share the impact of legacy giving, they help supporters understand how their contribution can extend beyond their lifetime.
When Donors Are Most Open to Legacy Giving Conversations
One of the most natural times to talk about gifts in Wills is when supporters are already reviewing their Will or estate plan. Life events often trigger these reviews. This may include buying a house, getting married, retirement, changes in financial circumstances, children becoming independent, or welcoming grandchildren into the family. During these periods, people often reflect on their priorities and the legacy they want to leave.
Long-term supporters can also be strong candidates for legacy giving conversations. These are donors who already have a meaningful connection to your organisation. They may have supported your charity for many years, attended events, volunteered, or given regularly. For these supporters, leaving a charitable gift in their Will can feel like a natural extension of their relationship with the cause.
Another opportunity arises when charities share stories about the impact of legacy gifts. Seeing how previous gifts in Wills have helped create lasting change can help supporters imagine how their own legacy could make a difference.
Helping Supporters Understand Gifts in Wills
One of the most important roles charities can play is making the process of legacy giving easy to understand. Many supporters assume that leaving a charitable bequest is complicated or only possible for people with significant wealth. In reality, including a charity in a Will can be straightforward and flexible.
Fundraisers can help by providing clear information about the different ways a gift in a Will can be structured. This might include leaving a percentage of an estate, a specific amount, or the remainder after family members have been provided for. Explaining these options helps supporters understand that charitable giving can be tailored to their personal circumstances.
It is also important for charities to encourage supporters to seek appropriate professional guidance when making or updating their Will. Estate planning can involve a range of legal and financial considerations, and professional guidance helps supporters make informed decisions that reflect both their personal wishes and family priorities. By connecting donors with trusted providers such as Footprint, charities can help supporters access the support they need while demonstrating their commitment to thoughtful and responsible planning.
Building Trust in Legacy Giving
Successful gifts in Wills programmes are built on trust and strong relationships. Supporters want to feel confident that the charities they support will continue to use their gift responsibly in the future. Transparent communication, meaningful impact stories, and clear information about legacy giving can all help strengthen this trust.
When charities position gifts in Wills as an opportunity for supporters to continue their impact, the conversation becomes much more positive. Rather than focusing on end-of-life planning, legacy giving highlights the lasting difference a supporter can make for the causes they care about.
Supporting Donors on Their Legacy Journey
Ultimately, the right time to talk about gifts in Wills is when the conversation feels like a natural part of your relationship with supporters. By providing education about estate planning, sharing inspiring legacy stories, and encouraging supporters to seek professional advice, charities can help donors explore how charitable giving might form part of their Will.
For charities looking to support these conversations, connecting donors with trusted estate planning providers can help make the process clearer and easier.
Supporting Your Charity’s Legacy Programme
Footprint works with charities to help make Will-writing more accessible for supporters who are considering their future planning.
Through partnerships with charities, Footprint provides a way for supporters to access an online Will-writing platform and learn more about how they may choose to include causes they care about as part of their legacy.
If you would like to explore how Footprint can support your charity’s Gifts in Wills programme, we would be happy to talk through how the platform works and how your organisation can be represented when supporters are considering their Will.
Book a conversation with our team to learn more about partnering with Footprint.
