Make-A-Will Month is almost here—are you ready?

Brantley Boyett

August is just around the corner, and now is the perfect time to gear up for a successful Make-A-Will Month campaign. The most impactful campaigns don’t start on August 1st, they’re already in motion. A little planning now can go a long way, helping you engage loyal supporters, boost legacy giving, and grow your planned giving program to get a sustainable pipeline of funding in place to support your mission well into the future. We’ve seen it firsthand at Giving Docs: organizations that leverage the momentum of Make-A-Will Month (MAWM) and promote estate planning during August see a significant increase in both bequest commitments and donor gift disclosures. To help you tap into that potential, here are a few proven strategies to kickstart your MAWM campaign and drive legacy gifts to fuel your organization’s long-term impact.

Start with the right audience Some of your best prospects for legacy giving are already part of your community supporters who see your work as a reflection of their values and want to be part of its future. By identifying and engaging these groups, you can plant the seeds for deeper, long-term impact.

• Loyal donors: Supporters who have given consistently for 5+ years regardless of gift size - or those who participate in recurring giving programs (like monthly donors) are signaling deep trust and commitment in your cause. Even modest, recurring gifts reflect a powerful emotional connection, which is one of the strongest predictors of legacy intent.

• Engaged supporters: Alumni, grateful patients, and longtime advocates often have a personal stake in your work. Their lived experience of exactly how your mission benefits your community can spark a desire to give back in a lasting, meaningful way.

• Volunteers, staff, and board members: Whether past or present, these folks often feel a deep alignment with your mission through their personal connection to your organization. Their behind-the-scenes understanding of your impact often inspires them to ensure your work continues well into the future.

Surround-Sound Experience: Why Multi-Channel Marketing Matters During Make-A-Will Month

A successful Make-A-Will Month campaign doesn’t rely on just one message or one medium, it engages your supporters with consistent, compelling touchpoints across multiple channels. Estate planning is a deeply personal and sometimes confusing topic, so repetition and accessibility are key. A multi-channel marketing approach can make sure that your message breaks through the noise and meets your audience where they are.

Consider the following for your multi-channel approach: 

1. Email campaigns: Easy to manage and measure, and don’t forget to lean into the power of the follow-up email 

2. Social media: Great for donor stories and tips

3. Print mail: Tangible pieces can be powerful for older donors and have enhanced staying power (think countertops and front hallway tables)

4. Get creative: Leverage the use of postscripts, website banners or pop-ups, email signatures, even think about highlighting MAWM at in-person August events

   
   

By thoughtfully coordinating your outreach across multiple channels, you can expand your reach, reinforce your mission, and drive meaningful results.

Here are three tips to make sure your MAWM campaign is as effective and cohesive as possible:

1. Keep Your Messaging Consistent

   
   

   Unified messaging across all platforms email, social, print, and web helps your audience connect the dots. When your tone and visuals are consistent, you reinforce donor trust and make it easier for supporters to act.

   
   

2. Make Your Call to Action Clear and Compelling

   
   

   Every touchpoint should include a strong, actionable next step. Bonus points if it’s paired with a bold, colorful button that links directly to a low-friction way to make a planned gift (e.g. our online estate planning platform). This helps supporters easily take the next step and makes it easy for them to act on their generosity in a key moment that matters.

   
   

3. Integrate your Campaign into a Broader Marketing Plan

   
   

   Your campaign will have a greater impact when it’s part of a unified strategy. Use a campaign calendar to keep timing intentional and make sure your outreach builds on itself, rather than operating in silos.

   
   

Get Full Organizational Buy-in.

Make-A-Will Month works best when it’s a team effort. Engage marketing, development, and leadership early to ensure alignment, visibility, and shared momentum. Why it matters:

• When marketing and comms are at the table from the start, they can craft messaging that fits seamlessly into existing calendars and campaigns, maximizing visibility and engagement.

• You won’t miss cross-promotional opportunities like alumni newsletters, annual fund mailers, or scheduled staff communications.

• Major Gift Officers or other development staff can help with individual outreach that can add a personal touch.

  
  

Team up with a partner, not a platform.

You don’t have to build your campaign from scratch. At Giving Docs, we’re more than a platform- we’re here to help you build a transformational campaign from the ground up. That includes:

• A full suite of purpose-built estate planning tools your donors will actually use

• Real-time giving options that enable donors to give in a way that makes sense for them

• Strategic support and ready-to-go marketing content

• Real-time insights into donor engagement and gift intentions in your Portal

  
  

Whether this is your first Make-A-Will Month or it’s far from your first MAWM rodeo, Giving Docs is your partner every step of the way.

Ready to start planning? We are here to help you turn Make-A-Will Month into a meaningful moment for your donors and amplify your planned giving results. Whether you’re brainstorming ideas or ready to launch, we’ve got the expertise and tools to make it happen. Let’s talk. Reach out today.