October’s Make a Will Month often sparks renewed interest in legacy giving — but the conversation shouldn’t end there. Charities, churches, and heritage organisations can continually create opportunities to discuss gifts in wills with care and confidence.

Legacy giving isn’t about asking for money now; it’s about helping supporters express their values for the future. Here’s how to start that conversation well and inspire support that lasts.

1. Why Legacy Giving Matters

Gifts in wills are one of the most sustainable forms of income for many charities. They represent trust, belief, and a lifelong connection between a donor and your mission.

Yet for many organisations, legacies remain an untapped opportunity — often because staff feel awkward raising the topic, or worry it might feel intrusive.

The reality is, most supporters want to give meaningfully. They just need to know how.

2. Focus on Values, Not Finances

Legacy giving is emotional, not transactional. The best conversations don’t start with, “Would you consider leaving us something in your will?” but rather, “What difference would you like your support to make in the long term?”

By framing the discussion around values and impact, you help people reflect on what matters to them — and show that legacy giving is about lasting partnership, not pressure.

3. Introduce the Topic Naturally

Legacy giving shouldn’t appear out of nowhere. Integrate it gently into existing stewardship and communication.
For example:

  • Include a short mention in your newsletter: “After caring for your loved ones, a gift in your will can help preserve our mission for future generations.”
  • Add a discreet section on your website with practical guidance.
  • Feature supporter stories that show the real impact of past legacies.

4. Make It Easy to Take the Next Step

For many potential legacy donors, the biggest barrier isn’t reluctance — it’s uncertainty.
Clear, practical information helps:

  • Provide step-by-step guidance on how to include your organisation in a will.
  • Offer sample wording for solicitors.
  • Highlight contact details for a staff member or trustee who can answer questions confidentially.

The goal is to make it as simple as possible for someone to act when they’re ready.

5. Share Authentic Examples

Real stories inspire confidence.  At Craigmyle, we’ve seen how charities have introduced legacy messaging in ways that feel authentic and mission-driven. This could be:

  • A church includes a short note about legacy gifts in its annual thanksgiving service, celebrating those who’ve given before.
  • A heritage organisation adds a “Legacy of Preservation” page on its website, showing how past gifts maintain historic buildings.
  • A school includes a short paragraph in its alumni newsletter about the long-term difference such gifts make.

These aren’t fundraising pitches — they’re opportunities to remind supporters that their story can continue beyond their lifetime.

6. Keep Gratitude at the Centre

If a supporter tells you they’ve left a gift, handle that knowledge with care. Thank them personally — not for the money, but for the trust.  Legacy donors are making an act of faith in your organisation’s future. Regular updates, handwritten notes, or invitations to events can nurture that relationship beautifully.

7. Create a Culture of Legacy Thinking

The most successful organisations don’t treat legacy giving as a campaign; they make it part of their DNA.
That means:

  • Mentioning legacy opportunities year-round.
  • Equipping trustees and volunteers with confidence to talk about it.
  • Celebrating stories of generosity and remembrance across your community.

When legacy giving becomes part of how you talk about your mission, it naturally becomes part of how supporters think about it too.

Final Thoughts 

Legacy giving is one of the most meaningful expressions of generosity. It’s not about death or money — it’s about life, continuity, and purpose.

By starting conversations early, focusing on values, and honouring every gift with care, your organisation can build deep, lasting connections that sustain your mission for generations to come.

At Craigmyle, we’ve helped many faith, heritage, and community organisations introduce legacy giving with confidence and compassion. If you’d like to explore how to do the same, we’d be glad to help – please get in touch.