How to Start a Gifts in Wills Program in 7 Easy Steps

One of the largest intergenerational wealth transfers in history is already underway, with trillions of dollars set to pass between generations over the coming decades. For smaller charities across Australia and New Zealand, this presents an opportunity to build sustainable future income through Gifts in Wills. Future Impact Collective helps organisations turn intention into action with practical tools designed specifically for those starting from scratch.

Many charity leaders recognise the value of legacy giving but feel uncertain about where to begin. With limited budgets, small teams and competing priorities, launching a Gifts in Wills program can feel like a distant goal. This guide walks you through seven practical steps to get your program running, including how the right starter kit can make the process manageable.

Quick Guide: How to Start a Gifts in Wills Program in 7 Easy Steps

1. Assess Your Organisation's Readiness – Review your mission clarity, supporter relationships and internal capacity before launching.
2. Define Your Gifts in Wills Goals – Set realistic objectives that align with your organisation's size and current fundraising priorities.
3. Build Internal Understanding and Support – Engage leadership and staff to create organisational awareness and confidence.
4. Create Your Gifts in Wills Resources – Develop a dedicated webpage and supporter guide using Future Impact Collective's Starter Kit templates.
5. Set Up Your CRM and Stewardship Framework – Establish tracking systems to record enquiries, pledges and supporter engagement.
6. Promote Your Gifts in Wills Program – Introduce legacy giving across your existing communications with gentle, regular visibility.
7. Acknowledge and Steward Your Supporters – Thank, update and nurture supporters who express interest or confirm a gift.
   
   

How to Launch a Gifts in Wills Program for Your Small Charity

1. Assess Your Organisation's Readiness

Before launching a Gifts in Wills program, take stock of where your organisation stands. Do you have a clear mission that resonates with supporters? Are there loyal, long-term donors who already feel connected to your cause? Understanding your starting point helps you build from a position of strength rather than guesswork.

Readiness also includes practical considerations. Do you have someone who can manage enquiries and update records? Even without a dedicated fundraiser, many organisations find that an existing team member can oversee Gifts in Wills alongside other responsibilities. The goal is not perfection but clarity about what you can realistically manage.

Consider taking a Gifts in Wills Health Check to get an independent view of your current position. This free assessment identifies strengths, gaps and practical next steps tailored to your organisation.

2. Define Your Gifts in Wills Goals

Goal-setting for a new Gifts in Wills program should reflect your organisation's size and context. A small charity might aim to add a Gifts in Wills page to their website, train two staff members on how to respond to enquiries, and identify five potential supporters to approach within the first year.

Avoid setting targets based on income alone. Gifts in Wills are long-term commitments that may take years to realise. Instead, focus on activity-based goals: how many supporters you will invite to consider a gift, how often you will mention legacy giving in your communications, and how you will track interest over time.

Keep your goals proportionate to your capacity. A meaningful Gifts in Wills program does not require a dedicated specialist or large budget. What matters is consistent, thoughtful action that builds awareness among your supporters.

3. Build Internal Understanding and Support

Successful Gifts in Wills programs are supported across the organisation, not just by the fundraising team. Board members, senior leaders and frontline staff all play a role in creating a culture where legacy giving is understood and valued.

Start with a conversation at leadership level. Help board members and executives understand why Gifts in Wills matter for long-term sustainability. When leadership is engaged, it becomes easier to embed legacy giving into organisational priorities and communications.

Staff awareness is equally important. Team members who interact with supporters should feel comfortable if the topic of Gifts in Wills comes up. This does not mean everyone needs to be an expert, but basic understanding and confidence can make a significant difference. A Staff Awareness and Engagement Workshop can help build this foundation.

4. Create Your Gifts in Wills Resources

Every Gifts in Wills program needs core resources: a dedicated webpage and a supporter guide. These materials give supporters clear information about how to include your organisation in their will and what their gift will help achieve.

Your webpage should explain what a Gift in Will is, why it matters to your cause, and how supporters can take the next step. Include your organisation's full legal name, ABN and contact details. The tone should be warm and inviting, acknowledging that this is a deeply personal decision.

A supporter guide offers more detailed information that supporters can download or request. The Gifts in Wills Starter Kit includes professionally written templates for both resources, designed to be customised to your organisation's brand and mission.

5. Set Up Your CRM and Stewardship Framework

Tracking Gifts in Wills activity does not require complex systems, but it does require consistency. You need a way to record who has expressed interest, who has confirmed a gift, and where each supporter sits in their journey.

At minimum, create fields in your CRM to capture: enquiries (supporters who have requested information), expressions of interest (supporters who have indicated they are considering a gift), and confirmed pledges (supporters who have notified you that your organisation is in their will).

A stewardship framework outlines how you will engage with each group. Enquirers might receive a thank-you email and your supporter guide. Those who have confirmed a gift should receive regular updates about your work and acknowledgement of their generosity. The Starter Kit includes a tailored CRM and stewardship framework to help you set this up correctly from day one.

6. Promote Your Gifts in Wills Program

Promotion does not mean launching a major campaign. For most small charities, the goal is gentle, regular visibility. Mention Gifts in Wills in your newsletters, add a line to your email signature, and include a checkbox on your donation forms asking supporters if they would like more information.

Research from Include a Charity and other sector organisations shows that supporters often need to hear about legacy giving multiple times before taking action. Creating or updating a will is something many people think about over months or years. Your role is to make sure your organisation comes to mind when the time is right.

Start with the channels you already use. A brief mention in your annual report, a story about why legacy giving matters, or a gentle invitation in your thank-you letters can all contribute to growing awareness. The Accelerator Kit includes a 12-month promotional plan and ready-to-adapt content for organisations ready to build greater visibility.

7. Acknowledge and Steward Your Supporters

When a supporter confirms they have included your organisation in their will, this is one of the most significant gifts of trust they can offer. How you respond matters deeply.

Thank them personally and promptly. A phone call or handwritten note can be more meaningful than a formal letter. Express genuine gratitude for their generosity and their belief in your organisation's future.

Ongoing stewardship keeps supporters connected to your cause. Share updates about your work, invite them to events, and acknowledge their commitment in ways that feel appropriate. Some organisations create legacy circles or recognition programs, while others keep engagement more personal and informal. The right approach depends on your supporters and your organisation's culture.

What Is a Gifts in Wills Program and Why Does It Matter for Small Charities?

A Gifts in Wills program is a structured approach to inviting, managing and stewarding supporters who choose to leave a gift to your charity in their will. It includes the resources, processes and communications that make legacy giving accessible and visible to your supporter community.

For small charities, Gifts in Wills represent a significant opportunity. According to the Productivity Commission, intergenerational wealth transfers in Australia are expected to reach trillions of dollars over the coming decades. Supporters who may not have the capacity for large lifetime gifts can still make a meaningful contribution through their estate.

Legacy giving also tends to attract deeply committed supporters. These are often people who have been involved with your organisation for many years and want their values to continue beyond their lifetime. A Gifts in Wills program gives them a clear pathway to act on that intention.

What Should You Include in a Gifts in Wills Starter Kit?

A starter kit brings together the essential components needed to launch a Gifts in Wills program. If you are building your own resources, here are the elements to include:

• Webpage template and content: Clear, warm messaging that explains how supporters can leave a gift and what impact it will create.
• Supporter guide: A downloadable resource with practical information about including a charity in a will.
• CRM framework: Guidelines for tracking enquiries, expressions of interest and confirmed pledges.
• Stewardship communications: Templates for thanking, updating and nurturing Gifts in Wills supporters.
• Staff education materials: Basic guidance to help team members feel confident responding to Gifts in Wills conversations.
• Implementation roadmap: A clear sequence of actions showing what to prioritise and when.

Future Impact Collective's Gifts in Wills Starter Kit includes all of these elements, tailored to your organisation's brand and context. It is designed specifically for organisations starting from scratch, with reduced pricing available for those with annual non-government income under $500,000.

How Future Impact Collective Helps Small Charities Build Gifts in Wills Programs

Future Impact Collective combines sector knowledge and practical experience to help charities across Australia and New Zealand build stronger Gifts in Wills programs. We understand that most organisations do not have dedicated legacy fundraisers, large budgets or the time to develop everything from scratch.

Our approach is practical, tailored and proportionate to your capacity. The Gifts in Wills Starter Kit gives you professionally written templates, a CRM and stewardship framework, staff education materials and a step-by-step implementation roadmap. Everything is designed to be customised to your organisation and ready to put into action.

For organisations that have already made a start, the Accelerator Kit builds greater structure and momentum. And for those wanting additional support, our strategic support services include leadership engagement, staff training, campaign planning and stewardship communication development.

Not sure where to start? Take the free Gifts in Wills Health Check to assess your current position and receive tailored recommendations for your next steps.

FAQs About How to Start a Gifts in Wills Program for Small Charities

Do we need a dedicated Gifts in Wills fundraiser to start a program?

No. Many charities run meaningful Gifts in Wills programs without a dedicated specialist. The work can sit with an existing fundraising, communications or leadership team member. Future Impact Collective's Starter Kit includes guidance designed for teams managing Gifts in Wills alongside other responsibilities.

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

Costs vary depending on whether you build resources internally or use external support. Future Impact Collective offers a Starter Kit with reduced pricing for smaller organisations. The main investment is often time rather than money, particularly in the early stages of building awareness and systems.

When will we start receiving Gifts in Wills?

Gifts in Wills are long-term commitments that typically take years to realise. A supporter may make a pledge today, but the gift may not come to your organisation for a decade or more. Focus on building awareness and relationships now, knowing that the impact will compound over time.

How do we promote Gifts in Wills without being too direct or uncomfortable?

Gentle, regular visibility works better than intense campaigns. Mention legacy giving in newsletters, annual reports and thank-you letters. Share stories about why Gifts in Wills matter. Future Impact Collective's Starter Kit includes messaging that strikes the right balance between invitation and respect.

What if a supporter asks about leaving a gift and we do not know how to respond?

The most important thing is to listen and express gratitude. You do not need to be an expert on wills or estates. Thank the supporter for their interest, offer to send them more information, and follow up with your supporter guide. The Starter Kit includes staff education materials to help your team feel confident in these conversations.

Is our organisation too small for a Gifts in Wills program?

No organisation is too small. Future Impact Collective works with charities, schools, sporting clubs and community organisations of all sizes. The Starter Kit is specifically designed to be practical and accessible for organisations with limited time, budget or specialist expertise.