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You know it’s important.
You might even have some of the pieces already.
So why does Gifts in Wills still feel stuck?
A thriving Gifts in Wills program is built by connecting practical resources with consistent implementation, supporter follow-up and clear internal ownership.
Through my conversations with charities and the Gifts in Wills Health Checks I’ve completed, I’ve seen the same challenge emerge repeatedly.
Many organisations don’t need to start again. They need help connecting and implementing what they already have.
Others are at the very beginning of their Gifts in Wills journey and know it is important, but are unsure what needs to be put in place first.
In both cases, the challenge is rarely a lack of commitment. It is finding an achievable way to move from good intentions and individual resources to a program that works consistently across the organisation.
Why do charities get stuck when building a Gifts in Wills program?
Many charities already have some of the foundations in place.
They might have:
- A Gifts in Wills webpage
- An online Will offer
- A brochure or supporter guide
- A few loyal supporters who have expressed an interest
- Some informal stewardship happening when time allows
These are all valuable pieces. But having the pieces and having a connected, sustainable Gifts in Wills program are not quite the same thing.
The challenge is bringing everything together.
It means deciding what needs to happen first, who is responsible and how all the pieces fit together.
It also means making sure enquiries are recorded consistently, supporters receive appropriate follow-up and Gifts in Wills are communicated throughout the year rather than only when there is space in the calendar.
Most importantly, it means embedding Gifts in Wills across the organisation so the program does not depend entirely on one passionate person finding time around everything else.
Gifts in Wills is usually one priority among many. Fundraising teams may also be managing appeals, grants, events, communications, major donors, reporting and day-to-day delivery.
As a result, a webpage might be published without a clear follow-up process. A supporter brochure might be created but rarely shared. Enquiries may be handled differently depending on who receives them, or important supporter information may not be recorded consistently in the CRM.
This does not mean the organisation lacks capability. It usually means the program needs clearer ownership, practical processes and a manageable way to build momentum.
What turns individual Gifts in Wills resources into a connected program?
A connected Gifts in Wills program gives each resource a clear role in the supporter journey and in the organisation’s everyday work.
The essential foundations include:
- Consistent enquiry handling: Agreeing on how Gifts in Wills enquiries will be acknowledged, recorded and followed up.
- Supporter stewardship: Establishing thoughtful and appropriate ways to maintain relationships with people who have expressed an interest or confirmed their intentions.
- Regular communication: Including Gifts in Wills in relevant supporter communications throughout the year rather than relying on one annual campaign.
- Internal awareness: Helping staff understand what Gifts in Wills means, how to respond to questions and where to direct supporters.
- Clear responsibility: Deciding who will coordinate the program and how activity and progress will be reviewed.
- Simple CRM processes: Recording each supporter’s stage, interactions and next steps consistently so that important information is not lost.
These foundations do not need to be built all at once.
A charity can choose one realistic priority, complete it and then move on to the next.
How can a charity start building a Gifts in Wills program?
A practical starting point is to review what is already in place, identify the most important gap and choose an action that is achievable within the organisation’s current capacity.
For one charity, that first priority might be publishing a Gifts in Wills webpage.
For another, it might mean putting the finishing touches on a supporter guide, setting up a simple bequest pipeline in the CRM or sharing a Staff Toolkit across the organisation.
The most useful next step is not necessarily the biggest one. It is the action that strengthens the supporter experience and makes future activity more consistent.
A clear and proportionate roadmap can help an organisation focus on what matters now while keeping its longer-term opportunities in view.
What does Gifts in Wills implementation support look like?
A toolkit provides the practical resources, templates, guidance and structure needed to build or strengthen a program.
Implementation coaching helps an organisation apply those resources confidently and put the recommendations into practice.
The Gifts in Wills Starter Kit is designed for organisations at the beginning of their journey. It provides the practical foundations needed to establish a clear, supporter-friendly program without having to create everything from scratch.
The Gifts in Wills Accelerator Kit is designed for charities that already have some activity underway but need help connecting the pieces, strengthening their processes and building momentum.
Through the organisations I have worked with, I have learned that providing the resources is only one part of the process. Charities also value having someone alongside them to help identify priorities, answer questions and keep implementation moving.
That is why both Kits now include four 30-minute implementation coaching sessions, delivered weekly over one month, at no additional cost.
During those four weeks, we focus on one realistic priority at a time.
That might mean:
- Publishing the new Gifts in Wills webpage
- Putting the finishing touches on the supporter brochure
- Setting up a simple bequest pipeline in the CRM
- Clarifying how enquiries will be handled and followed up
- Sharing the Staff Toolkit and building internal awareness
- Developing a practical Gifts in Wills communications plan
The aim is not to create a large, complicated program overnight.
It is to help each charity build what it needs, make better use of what it already has and create momentum in a way that feels achievable.
How can Gifts in Wills become part of everyday organisational thinking?
Long-term progress depends on more than a single resource or campaign.
Gifts in Wills becomes more sustainable when it is reflected in everyday supporter relationships, internal conversations, CRM processes, communications and organisational planning.
Leadership and staff awareness help create shared ownership. Consistent CRM records make supporter follow-up more reliable. Regular stewardship helps supporters feel informed, valued and respected. Clear messaging makes it easier for people to understand how a Gift in their Will could support a cause that matters to them.
Together, these actions create a program in which supporters receive clear information, thoughtful follow-up and appropriate opportunities to explore leaving a Gift in their Will, without requiring the charity to build an overly complex program.
Frequently Asked Questions about building a Gifts in Wills program
Gifts in Wills involves more than producing one resource. Charities need to coordinate supporter messaging, enquiry follow-up, internal awareness, CRM processes and ongoing stewardship, often with limited time and no dedicated Gifts in Wills role.
Starting with one clear priority can make the process feel more achievable.
Gifts in Wills, also known as legacy giving or bequest fundraising, can be difficult to implement when a small team is balancing many competing priorities.
The challenge is usually not a lack of commitment. It is finding the time to assign responsibility, establish practical processes and maintain supporter relationships consistently.
Begin by identifying the resources and activity already in place. Then choose one priority, such as publishing a webpage, developing a supporter guide, establishing a CRM process or preparing internal guidance.
Once that action is complete, move on to the next priority. A simple program that is implemented consistently is more valuable than a complicated plan that the organisation does not have the capacity to maintain.
Review how well the existing pieces work together.
The next priority might be clarifying ownership, recording enquiries more consistently, improving supporter follow-up, strengthening stewardship or building greater internal awareness.
The right action will depend on the organisation’s current stage, capacity and supporter journey.
Not necessarily. A smaller charity can build a meaningful Gifts in Wills program without a dedicated role, provided there is clear responsibility for coordinating activity and the processes are proportionate to the organisation’s capacity.
The program should be simple enough to maintain and embedded across the organisation so it does not rely entirely on one person’s knowledge.
Build momentum one realistic priority at a time
A thriving Gifts in Wills program is not defined by how many resources an organisation has collected.
It is shaped by how well those resources work together and how confidently and consistently the organisation supports its relationships with supporters.
Some charities need help establishing the foundations. Others already have more to build from than they realise.
In either case, the next step should be practical, proportionate to the organisation’s size and capacity, and achievable with the people and resources available.
Not sure whether your organisation needs to build the foundations or strengthen what is already underway?
The free Gifts in Wills Program Health Check can help you understand your current stage, recognise what is already working and identify the most practical priorities for moving forward.
One realistic priority at a time can turn good intentions into practical action and create stronger foundations for long-term income and lasting impact.
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