Question: Does it matter what time of year we send communications on bequests and other planned gifts?

Answer: Fall can be an excellent time for communication about charitable bequests. As leaves begin to turn and cooler temperatures return, this time of change can also be a season of anticipation and planning.

Who is your audience?

When it comes to estate planning, your audience may need to learn more about the importance of making a will in the first place. Others may be more sophisticated in their planning and just need to be reminded of the importance of keeping their wills up to date. Still others have up-to-date plans but need more motivation to include charitable interests they may not have previously considered for any number of reasons. And some need practical guidelines about the basic steps to take in choosing and contacting an attorney and guidelines for starting to make their plans.

Continue the messaging

Donors make or review estate plans according to their own schedules, based on events in their own lives. It’s important to regularly remind them about the importance of having a will and other plans and keeping them updated.

According to the Caring.com 2025 Wills and Estate Planning Study, the most common reason most respondents haven’t prioritized estate planning is “they haven’t gotten around to it”; however, some have begun estate planning research online.

Some practical ideas

Here are some ways you can continue to incorporate bequest messaging over the next few months:

• Include an insert in year-end gift receipts and donor acknowledgments. As this communication is part of a “thank you” rather than an “ask,” it offers an excellent opportunity to remind your donors about the importance of estate planning.
• Have a planned giving ad or article in other publications. This is a cost-effective way to highlight gift planning opportunities.
• Give out a planned giving brochure or booklet at board meetings and special events in the fall. Take advantage of your captive audience.
• Add taglines to your digital marketing. Including a phrase such as “Consider including us in your will or living trust” reminds donors that planned gifts are welcomed and appreciated any time of year.
• Include a check-off request for gift planning information in your year-end appeal. This can be done on both a response card included in a print mailing and for online gifts.

Don’t forget that National Estate Planning Awareness Week takes place Oct. 19 – 25. It provides an ideal opportunity to plan a special outreach to your planned giving prospects!