How to Start a Gifts in Wills Program in Australia and New Zealand

Many charities and community organisations understand the long-term value of Gifts in Wills but feel uncertain about how to get started.

Limited budgets, small teams and competing priorities can make developing a program feel overwhelming. However, you do not need a dedicated Gifts in Wills fundraiser, a large campaign or complicated technology to begin.

How do you start a Gifts in Wills program?

To start a Gifts in Wills program, assess your organisation’s readiness, set realistic goals, build internal support, create a webpage and supporter guide, establish CRM and stewardship processes, promote Gifts in Wills regularly, and nurture supporters who express interest.

Small organisations can begin with simple foundations and build their program gradually over time.

The seven practical steps are:

1. Assess your organisation’s readiness
2. Define your Gifts in Wills goals
3. Build internal understanding and support
4. Create your core Gifts in Wills resources
5. Set up your CRM and stewardship framework
6. Promote Gifts in Wills consistently
7. Acknowledge and steward your supporters
   
   

What is a Gifts in Wills program?

A Gifts in Wills program is a structured approach to raising awareness, responding to enquiries and maintaining relationships with supporters who are considering or have chosen to leave a gift to your organisation in their Will.

A program usually includes:

• A dedicated Gifts in Wills webpage
• A supporter information guide
• Clear internal responsibilities
• CRM tracking processes
• Enquiry response procedures
• Supporter stewardship communications
• Regular awareness activity
• Reporting and review

A Gifts in Wills webpage alone is not a complete program.

A sustainable program also needs someone responsible for responding to enquiries, a way to record supporter interest and a plan for maintaining relationships over time.

How do you know whether your organisation is ready?

Your organisation does not need to have every resource or process in place before starting a Gifts in Wills program.

Readiness is about understanding your current position, identifying your strengths and being realistic about what your team can manage.

Consider the following questions:

• Is our mission and long-term vision clearly communicated?
• Do we have loyal supporters, members, volunteers, families or alumni?
• Is someone available to respond to Gifts in Wills enquiries?
• Can we record supporter interest and follow-up actions?
• Do our board and leadership team understand the opportunity?
• Do we have regular ways to communicate with supporters?

In our experience, the main barrier for smaller organisations is rarely a lack of supporter interest.

More often, organisations are held back by unclear internal ownership, limited confidence and the absence of simple systems for managing enquiries and supporter relationships.

You do not need a dedicated Gifts in Wills specialist. Many organisations assign responsibility to an existing fundraising, communications or leadership team member.

Clear ownership is more important than having a specialist role.

A free Gifts in Wills Health Check can help you understand your current position, identify any gaps and determine the most practical next steps.

What goals should a new Gifts in Wills program have?

The first goals for a Gifts in Wills program should focus on building awareness, resources and internal systems rather than generating immediate income.

Gifts in Wills are long-term commitments. A supporter may notify you of their intention today, but their gift may not be realised for many years.

Useful first-year goals might include:

• Publishing a dedicated Gifts in Wills webpage
• Creating a downloadable supporter guide
• Building the confidence of key staff members
• Establishing a process for responding to enquiries
• Adding relevant fields and stages to your CRM
• Introducing Gifts in Wills through existing communications
• Beginning regular stewardship of interested supporters

Activity-based goals are usually more helpful than short-term income targets.

You might track:

• How often Gifts in Wills are mentioned
• How many supporters request information
• How many meaningful conversations take place
• How many supporters notify you of their intentions
• Whether promised follow-up actions are completed
• How regularly supporters receive stewardship communications

Keep your goals proportionate to your organisation’s size and capacity.

A sustainable Gifts in Wills program is built through consistent, thoughtful action rather than one large campaign.

How do you build internal support for Gifts in Wills?

A successful Gifts in Wills program needs support across the organisation, not just within the fundraising team.

Board members, senior leaders, communications staff, volunteers and frontline employees can all help create an environment where Gifts in Wills are understood and valued.

Begin by building understanding at leadership level.

Your board and senior team should understand:

• Why Gifts in Wills matter
• How they support long-term sustainability
• Why the program requires patience
• What resources and responsibilities are involved
• How progress will be measured

Leadership support makes it easier to include Gifts in Wills in organisational planning, supporter communications and fundraising priorities.

Staff awareness is equally important.

Anyone who interacts with supporters should understand:

• What a Gift in a Will is
• Why Gifts in Wills matter to your organisation
• How to respond when a supporter raises the topic
• Who should manage the conversation
• How the supporter’s interest should be recorded

Not everyone needs to be an expert in Wills or estate administration.

Staff simply need the confidence to listen, respond warmly, thank the supporter and refer the conversation to the appropriate person.

A helpful approach is to teach staff to:

• Recognise when a supporter may be raising the topic
• Respond warmly and respectfully
• Refer the supporter to the appropriate person
• Record relevant information appropriately
• Respect the supporter’s privacy and choices
  
  

What resources does a Gifts in Wills program need?

The two most important supporter-facing resources are usually a dedicated webpage and a supporter guide.

These resources give supporters clear information and make it easier for them to take the next step when they are ready.

What should a Gifts in Wills webpage include?

A Gifts in Wills webpage should explain:

• What a Gift in a Will is
• Why Gifts in Wills matter to your organisation
• The future impact a supporter’s gift could create
• The different ways someone can leave a gift
• How to request further information
• Who to contact for a confidential conversation
• Your organisation’s legal and registration details

For an Australian organisation, this may include its full legal name and ABN.

For a New Zealand organisation, this may include its full legal name, NZBN or Charities Services registration information where relevant.

The webpage should also encourage supporters to discuss their wishes with their family and seek independent legal advice.

Your organisation can provide useful general information, but it should not provide personal legal advice.

The tone should be warm, respectful and hopeful. Leaving a Gift in a Will is a deeply personal decision, so avoid language that feels urgent, transactional or pressuring.

What should a Gifts in Wills supporter guide include?

A supporter guide provides more detailed information that people can download or request.

It may include:

• Why Gifts in Wills are important
• The types of gifts someone can leave
• Suggested wording to discuss with a solicitor or legal adviser
• Your organisation’s legal and registration details
• Answers to common questions
• Contact details for further information
• A form for requesting information or notifying the organisation of an intention

Future Impact Collective’s Gifts in Wills Starter Kit includes adaptable webpage and supporter guide templates, along with guidance to help organisations tailor them to their mission, brand and supporter community.

How should Gifts in Wills be recorded in your CRM?

You do not need a sophisticated CRM, but you do need a consistent way to record enquiries, supporter intentions and follow-up actions.

At minimum, your system should help you identify:

• Supporters who have requested information
• Supporters who are considering leaving a gift
• Supporters who have notified you that your organisation is included in their Will
• Supporters whose gift has been realised

Avoid treating a notified intention as a legally binding commitment.

A supporter can change their Will, and your language and CRM stages should respect that.

You may also wish to record:

• The date of the most recent contact
• The supporter’s preferred communication method
• Relevant notes from conversations
• Stewardship actions and next steps
• Whether the supporter wishes to remain anonymous
• Communication preferences and sensitivities
• The team member responsible for follow-up

Only record information that is relevant, appropriate and handled in accordance with your organisation’s privacy obligations.

A simple and consistently used CRM process is much more valuable than a complicated system that no one maintains.

What is a Gifts in Wills stewardship framework?

A stewardship framework explains how your organisation will communicate with supporters at each stage of their journey.

For example:

• Someone requesting information might receive a personal thank-you email and your supporter guide.
• Someone considering a gift might receive occasional updates and an invitation to speak with your organisation.
• Someone who has notified you of their intention should be thanked personally and included in appropriate ongoing stewardship.
• A family or executor connected with a realised gift should receive thoughtful, timely and respectful communication.

Your framework should clarify:

• Who is responsible
• What communication should be sent
• When follow-up should occur
• How actions should be recorded
• What communication preferences must be respected

Future Impact Collective’s Starter Kit includes a CRM and stewardship framework designed to help organisations establish these processes consistently from the beginning.

How do you promote Gifts in Wills sensitively?

The most effective approach for many organisations is gentle, regular visibility rather than one intense campaign.

Supporters should understand that leaving a Gift in a Will is an option, but they should never feel pressured.

Begin with communication channels you already use.

You might:

• Include a short message in your supporter newsletter
• Add Gifts in Wills information to your website menu or footer
• Share a supporter or future-impact story
• Include information in your annual report
• Add a line to relevant staff email signatures
• Mention Gifts in Wills in thank-you communications
• Include an information request option on relevant forms
• Share occasional social media posts
• Introduce the topic at supporter or community events

The aim is to make Gifts in Wills familiar, visible and easy to explore.

A supporter may need to encounter the message several times before they are ready to request information or take action.

Your role is not to persuade someone to change their Will. It is to make sure supporters understand the option exists and know where to find trusted information when the time is right.

For organisations that already have some Gifts in Wills activity, Future Impact Collective’s Accelerator Kit includes a 12-month promotional plan and adaptable communications to help build greater awareness and momentum.

How should you steward Gifts in Wills supporters?

When someone tells you they have included your organisation in their Will, they are expressing significant trust in your work and its future.

Your response should be personal, prompt and respectful.

Depending on the relationship, you might thank them through:

• A phone call
• A handwritten note
• A personal email
• A letter from a senior leader
• An invitation to meet or visit the organisation

Your response should focus on:

• Genuine gratitude
• The significance of their decision
• The future impact their gift may create
• Respect for their privacy
• An invitation to remain connected

Avoid asking intrusive questions about the value of the gift or the supporter’s personal circumstances.

Ongoing stewardship might include:

• Sharing meaningful updates about your work
• Inviting supporters to events
• Sending occasional personal messages
• Offering opportunities to meet staff or see your impact
• Recognising supporters privately or publicly, with permission
• Checking and respecting communication preferences

Some organisations create a legacy circle or recognition program. Others prefer a more personal and informal approach.

There is no single correct model. Your approach should reflect your supporters, your organisational culture and the relationships you already have.

Why do Gifts in Wills matter for small organisations?

Gifts in Wills can help organisations build long-term financial sustainability and continue creating impact well into the future.

They also give supporters an opportunity to make a meaningful contribution that may not have been possible during their lifetime.

Gifts in Wills supporters are often people who have a long-standing relationship with the organisation.

They may be:

• Donors
• Volunteers
• Members
• Alumni
• Families
• Former clients
• Community partners
• People personally connected to the cause

A Gifts in Wills program gives these supporters a clear pathway to continue supporting the causes and communities they care about.

What should a Gifts in Wills Starter Kit include?

A practical Starter Kit should bring together the essential resources and systems needed to launch a program.

Key components include:

Webpage content

Warm, clear messaging that explains what a Gift in a Will is, why it matters and how a supporter can take the next step.

Supporter guide

A more detailed resource covering gift types, practical information, suggested wording and contact details.

CRM framework

Guidance for recording enquiries, expressions of interest, notified intentions and supporter engagement.

Stewardship framework

A clear approach to thanking, communicating with and nurturing supporters at each stage.

Staff education materials

Practical guidance to help team members respond confidently and appropriately to Gifts in Wills conversations.

Implementation roadmap

A realistic sequence of actions showing what to prioritise, who is responsible and how the program can be introduced over time.

Future Impact Collective’s Gifts in Wills Starter Kit brings these elements together for organisations starting from scratch.

The resources are designed to be practical, adaptable and proportionate to each organisation’s size and capacity.

How does Future Impact Collective help?

Future Impact Collective helps charities, schools, sporting clubs, membership organisations and community groups across Australia and New Zealand build sustainable Gifts in Wills programs.

Our approach is practical, tailored and proportionate to each organisation’s size, capacity and maturity.

We recognise that most organisations do not have a dedicated Gifts in Wills specialist, a large budget or the time to develop every resource and process from scratch.

The Gifts in Wills Starter Kit helps organisations establish their core resources, systems and implementation plan.

For organisations that have already begun promoting Gifts in Wills, the Accelerator Kit provides additional structure across communications, CRM management, stewardship and staff capability.

Additional support is available through leadership engagement, staff workshops, supporter surveys, campaign planning and stewardship development.

Frequently asked questions

Do we need a dedicated Gifts in Wills fundraiser?

No. Many organisations manage Gifts in Wills through an existing fundraising, communications or leadership role.

What matters most is that someone takes responsibility for responding to enquiries, maintaining records and coordinating supporter stewardship.

How much does it cost to start a Gifts in Wills program?

The cost depends on whether you create your resources internally or use external support.

A simple program can be developed with a relatively modest financial investment. The larger investment is often the time needed to create resources, establish systems and build internal understanding.

Starting with the essential foundations allows you to expand the program as your capacity and supporter engagement grow.

When will we begin receiving Gifts in Wills?

Gifts in Wills are long-term commitments and may take many years to be realised.

A supporter might notify you of their intention today, but the gift may not reach your organisation for a decade or longer.

The early focus should be on awareness, relationships and stewardship rather than immediate income.

How do we promote Gifts in Wills without making supporters uncomfortable?

Use warm, respectful language and provide gentle, regular invitations rather than applying pressure.

Explain why Gifts in Wills matter, share the future impact they can create and make it easy for supporters to request information.

The decision should always remain personal, voluntary and entirely the supporter’s own.

What should we do when a supporter asks about leaving a gift?

Listen carefully and thank them for raising the subject.

You do not need to provide legal advice or have every answer immediately.

Offer to send them your supporter guide, explain who they can contact within your organisation and encourage them to seek independent legal advice.

Make sure the conversation is recorded appropriately and that any promised follow-up happens promptly.

What details should an Australian charity provide?

An Australian charity should generally provide its full legal name, ABN, relevant contact details and any suggested wording for the supporter to discuss with their solicitor.

Organisations should check that these details remain accurate and seek appropriate legal guidance when preparing supporter information.

What details should a New Zealand charity provide?

A New Zealand charity should generally provide its full legal name, NZBN or Charities Services registration information where relevant, contact details and any wording for the supporter to discuss with their solicitor or legal adviser.

Organisations should confirm the appropriate information for their structure and circumstances.

Is our organisation too small to begin?

Even very small organisations can begin establishing the foundations of a Gifts in Wills program.

A dedicated webpage, a clear contact person and a simple process for managing enquiries can be enough to get started.

The program can grow gradually as supporter awareness, internal confidence and organisational capacity increase.

Ready to take the next step?

Not sure where your organisation currently stands?

Take the free Gifts in Wills Health Check to understand your strengths, identify gaps and receive practical recommendations for your next steps.

If you are starting from scratch, explore the Gifts in Wills Starter Kit for adaptable resources, simple systems and a step-by-step implementation roadmap.

If you already have some Gifts in Wills activity and want to build greater structure, consistency and momentum, explore the Gifts in Wills Accelerator Kit.

About the author

Lucy McMorron is the founder of Future Impact Collective and has more than 25 years of experience across the not-for-profit sector. She helps organisations across Australia and New Zealand clarify their Gifts in Wills priorities, strengthen communications, build internal confidence and establish practical systems for sustainable growth.