For many nonprofits, sharing estate planning tools lives in a very small marketing timeframe on the calendar. Make-A-Will Month rolls around, a few emails go out, and then… silence until next year.
But your supporters don’t limit their legacy thinking to once a year, and your organization shouldn’t either.
An online estate planning tool like Giving Docs isn’t just a campaign tactic. It’s a strategic, year-round donor resource that can support stewardship, deepen relationships, and create an opportunity for multiple low-pressure touchpoints throughout the year, without turning every message into something that feels like a solicitation.
Below is a simple framework showing how organizations can promote legacy giving tools like Giving Docs year-round, with practical ideas that can integrate into existing marketing efforts.
New Year, New Plans (January–March)
Why it works:
The start of the year is often when people are feeling the most reflective. Your donors might be setting new goals and thinking about life changes – marriages, births, moves, career shifts, and the loss of someone close to them.
That’s what makes the beginning of the year such a strong opportunity for outreach. In January, people are already taking stock on their lives, their plans, and whether things need to be organized or updated. Offering an estate planning tool is creating a moment for action, instead of enabling procrastination.
Positioning ideas to meet the moment:
- “A new year is a great time to review what matters most.”
- “New year, new plan.”
- “Your life may have changed last year, your plan should too.”
Outreach Recommendations:
- A larger, more intentional campaign in January
- Follow-up reminders in February or early March
Key Distinction – Why it’s not a solicitation:
During this season, our recommendation is to offer Giving Docs as a planning resource versus asking for a gift. The value here is in helping donors get their priorities and plans organized.
A Fresh Start & Proactive Planning (April–June)
Why it works:
Spring is on the horizon, which means that the idea of spring cleaning is top of mind for some. As spring turns into summer, people start planning vacations and travel. This is a natural moment to think about preparedness, without fear-based messaging.
Positioning ideas to meet the moment:
- “Clear the clutter, clarify your legacy.”
- “Dust off your to-do list. Writing your will doesn’t have to wait.”
- “Before you head out for summer, make sure every box is checked.”
- “Peace of mind before you travel.”
You can highlight practical elements like:
- Advance Healthcare directives
- Durable power of attorney
- Guardianship planning for children
(No need to frame it as ‘in case something happens’ — the focus is preparedness.)
Outreach Possibilities:
- A short spring email or newsletter feature
- Advertisement in existing publications
- Highlight a story of a donor that has made a gift in their will to your organization
Make-A-Will Month and the Follow Through (July–September)
Why it works:
Make-A-Will Month (August) is the highest-impact time to send outreach around estate planning. Far from a gimmicky holiday, many donors are accustomed to seeing estate planning messaging during August, so this timeframe is crucial in highlighting legacy giving. Typical marketing rules dictate that it takes someone between 7-11 times to see something before taking action, so consistent messaging throughout the year is key to making sure your Make-A-Will Month (MAWM) campaign is as impactful as possible.
How Giving Docs fits here:
- MAWM is your visibility moment
- Q3 follow-up is where the real value happens
Outreach Possibilities:
- MAWM awareness and education campaigns paired with a call to action that enables supporters to make a plan
- Post-MAWM follow-ups (such as thank you correspondence and legacy society invites) that:
- Share guides and FAQs
- Encourage donors to actually complete their plans
- Reinforce conversations you’ve been having all year
Planning Without the Pressure (October)
Why it works:
Q4 is typically focused on:
- National Estate Planning Awareness Week (NEPAW)
- Qualified Charitable Distributions (QCDs)
- DAF giving
- Appreciated assets
- Year-end giving
The fourth quarter is your final chance to send outreach about planned giving, but it’s important to time this outreach so it doesn’t interfere with your year-end messaging. That’s where National Estate Planning Awareness Week (NEPAW) comes into play, which falls on the third week in October. NEPAW can act like the capstone to your estate planning outreach for the year. It’s also the perfect time to emphasize the importance of creating and maintaining an up-to-date estate plan.
If all else fails or if you just aren’t sure, always fall back on resource-based Giving Docs outreach. In other words, frame Giving Docs:
- As a value-add, not another ask
- As a planning tool donors can use at their own pace
If you don’t want to send standalone planned giving outreach this quarter, it’s still a great time for passive, integrated mentions into outreach that you’re already sending out. Think as a signature line in staff emails or as a postscript in your year-end appeal.
Always On Marketing: Make Giving Docs Easy to Find
Make tools like Giving Docs consistently available. Here are easy, low-lift ways to integrate it year-round:
Digital & Ongoing: The goal with any planned giving messaging is to reduce friction for the donor. Make sure the click to action is visible and highly impactful – i.e. have good visibility, aren’t weighed down with clunky messaging, and are easy to find. Powerful examples here include:
- A permanent button on your planned giving page: “Create Your Plan”
- A small mention in every estate planning or donor resource page
- Staff and gift officer email signatures
- Integrated mentions in regular newsletters
Print & Mail: Another effective way to have a full-scale approach to your planned giving messaging is to include it in print media as well. Nothing has the staying power of a piece of paper sitting on a counter, and you can include QR codes on your outreach to drive action:
- Buckslips or inserts with a link to your Giving Docs page.
- Cheap to print (multiple per page)
- No additional postage
- You’re sending a mailing anyway — why not include it?
- QR codes for easy access
- Print newsletter ads: “Did you know this is available to you?”
Events & In-Person
- QR codes at galas or donor events
- Swag bag inserts
- Table cards or signage with gentle prompts
These consistent, year-round touchpoints build familiarity and confidence over time. The goal is simple: when a donor’s generosity is sparked, your organization is already top of mind – and just as importantly, the path to making a meaningful planned gift is clear, easy, and actionable.
The Big Takeaway
Giving Docs is designed for more than a flash in the calendar. It’s a year-round relationship-building tool that helps nonprofits to provide value beyond the ask, remain consistently present with donors, and reinforce estate planning as a normal, evolving process. When planned giving is treated as a strategic asset (not a seasonal campaign) its impact compounds quarter after quarter.
