Practical Templates to Boost Bequests for Small Shops
Picture opening a letter a few years from now and learning that a gift from a single supporter has secured your programs for the next decade. That is what a bequest can do. For small fundraising shops, planned and legacy giving can look like something only large institutions with a dedicated department pull off. In practice, everyday supporters leave many of the gifts that matter most, and they usually do it because someone made the idea simple and welcoming.
Bequests are charitable donations established in a donor’s will that are distributed to a nonprofit after their passing, and are the most common planned gift. A small program can start with bequests and later add other options, such as retirement assets or life insurance. Start identifying potential legacy donors by segmenting supporter data by years of giving, gift frequency, and volunteer history so your most loyal supporters rise to the top of the list. Then, talk about legacy giving in terms of hope, vision, and continuity instead of legal detail.
In this post, you will find copy-and-paste templates, conversation scripts, and small structural tweaks to help your team launch with confidence.
Top Will Language Templates
Sooner or later, an interested donor will ask, “What do I tell my attorney to write?” Providing sample wording on your website gives them a confident answer and keeps the conversation moving instead of stalling at the last step.
Add the templates below to your “Ways to Give” page. Each one has a placeholder for your official nonprofit name, address, and EIN, so fill those in once and reuse them everywhere. Have your organization’s legal counsel review the final wording, and remind donors to share it with their own attorney.
The Specific Dollar Amount Template
A fixed sum gives your organization a clear number to plan around, no matter how the estate changes in size.
Best for: Supporters who want to leave a precise, guaranteed gift.
“I hereby give and bequeath the sum of [Insert Amount] dollars ($[Insert Number]) to [Insert Official Nonprofit Name], a nonprofit organization located at [Insert Full Address], Tax ID [Insert EIN], to be used for its general charitable purposes.”
The Percentage of Estate Template
Because the gift is a share of the whole, it stays proportionate to the donor’s overall wealth over time.
Best for: Donors who want their gift to grow or shrink in step with their estate.
“I hereby give and bequeath [Insert Percentage] percent ([Insert Number]%) of my total estate to [Insert Official Nonprofit Name], located at [Insert Full Address], Tax ID [Insert EIN], to be used where the need is greatest to support its mission.”
The Residuary Estate Template
This wording directs whatever assets are left after specific gifts, debts, and taxes are settled to the nonprofit, so family needs come first.
Best for: Supporters who want loved ones cared for first, with the remainder going to your cause.
“I hereby give and bequeath all the rest, residue, and remainder of my estate, both real and personal, to [Insert Official Nonprofit Name], located at [Insert Full Address], Tax ID [Insert EIN], to secure the future of its programs.”
The Restricted Gift Template
This lets a donor direct their gift to a specific cause while leaving room for the program to change over the years.
Best for: Donors with a strong connection to one program or initiative.
“I hereby give and bequeath [Insert Amount or Percentage] to [Insert Official Nonprofit Name], to be used specifically for [Program Name]. If this program no longer exists at the time of my passing, the Board of Directors may direct these funds to the most closely related purpose.”
The Contingent Beneficiary Template
This option only takes effect if the primary beneficiaries do not survive the donor, so it adds a legacy gift without changing the main estate plan.
Best for: Donors who want a backup plan if their primary heirs cannot inherit.
“In the event that [Primary Beneficiary Name] does not survive me, I hereby give and bequeath [Insert Amount or Percentage] of my estate to [Insert Official Nonprofit Name], located at [Insert Full Address].”
Share these templates with your board members first and invite each one to review their own plans. Once every board member has considered a legacy gift, you can tell donors that your leadership has already taken this step. This is the strongest form of social proof you can offer, and it costs nothing.
Email Cultivation Templates
Email allows supporters to read about legacy giving privately, think it over, and reply on their own schedule. This low-pressure pace makes it a natural first touchpoint.
Before you send the email, consider running an automated data append to fill in missing supporter details so first names and other personalization fields pull correctly. Legacy gifts tend to come from supporters who stay for years, so keeping loyal donors engaged and showing that you notice their individual contributions is the groundwork for every template below. You might send the broadcast to your full segment but reserve the targeted appeal for donors with five or more years of giving.
Here are some email templates you can use:
The “Future Vision” Broadcast Email
Subject Line: Building our future together, [First Name]
Dear [First Name],
Every day, our community achieves incredible things because of supporters like you. When I look at the work we have accomplished this year, I am filled with gratitude. I also find myself looking ahead.
Our organization thrives today because generous people in years past had the foresight to invest in our future. You can help our work continue for generations by including a simple gift in your will.
It costs nothing today, and a legacy gift makes a lifetime of difference tomorrow. If you would like to learn how easy it is to protect the causes you care about most, please reply to this email or visit our legacy page at [Link].
With deep appreciation, [Your Name]
The “Loyal Donor” Targeted Appeal
Subject Line: Thank you for your years of dedication
Hi [First Name],
I was reviewing our community records recently, and I noticed you have been standing by our side for [Number] years. Your commitment to our mission is truly inspiring.
Because you are one of our most dedicated advocates, I want to share a special way to extend your impact. Many of our long-term supporters choose to include [Organization Name] in their estate plans. It is a meaningful way to carry the work you have championed for so long well into the future.
I would love to hear your thoughts or answer any questions you might have. Are you available for a brief chat next Tuesday?
Warmly, [Your Name]
The “Supporter Survey” Email
Subject Line: Your opinion matters to us, [First Name]
Dear [First Name],
We are mapping out our strategic plan for the next five years, and we want to hear from the people who make our work possible. Would you take two minutes to complete this brief survey?
[Link to Survey]
Your insights will directly shape how we serve the community moving forward. Thank you for your continued guidance and generosity.
Best, [Your Name]
Survey tip: Include the question, “Have you ever considered leaving a gift in your will to a charity?” Every “yes” or “maybe” is a warm prospect for a personal follow-up.
The “Board Member Story” Email
Subject Line: Why I made this commitment
Dear [First Name],
I am writing to you today not as the Executive Director, but on behalf of our board member, Alex. Alex recently decided to include us in their estate plans and wanted to share why:
“I have volunteered here for five years, and I have seen the impact firsthand. Setting up a bequest was the easiest way for me to guarantee that the community I love keeps thriving for years to come.”
You can read more about Alex’s journey and learn how to create your own legacy here: [Link].
Warmly, [Your Name]
The “Soft Ask” P.S. Addition
Best for: Adding to monthly newsletters or general updates sent through email.
“P.S. Did you know that one simple sentence in your will can make a lasting impact on our community? Learn how you can leave a legacy without affecting your current finances by visiting [Link].”
Check your email analytics 48 hours after each legacy campaign send. Tag everyone who clicked the legacy page link in your donor database, then book personal calls with those supporters this month. A click is the clearest signal of interest you will get, and a warm call lands better while the email is still fresh.
Direct Mail and Print Inserts
Print stays on a desk or a kitchen counter for weeks, which gives a legacy message time to sink in. Keep the language light and let the joy of a lasting impact do the persuading. Here is some messaging you can copy and paste to your print materials:
The Newsletter Sidebar Snippet
Headline: Create a Lasting Legacy With [Organization Name]
Body: Have you ever wondered how you can sustain the causes you love forever? Including [Organization Name] in your estate plans is easier than you think. Your planned gift keeps our community strong, vibrant, and supported for generations to come. Reach out to [Contact Name] at [Phone/Email] to request our free, no-obligation guide to legacy giving.
The Tear-Off Reply Card Options
Offer three checkboxes so every reader has a comfortable way to respond, whether they are curious or already committed:
[ ] Please send me more information about how to include [Organization Name] in my will.
[ ] I have already included [Organization Name] in my estate plans. Please contact me so I can join your legacy society!
[ ] I would like to speak with someone about how my future gift can make an impact.
The Remittance Envelope Teaser
Best for: Reaching a donor when they are already feeling generous.
Print a small box on the inside flap:
“Check this box if you would like a free, confidential guide on how to easily include [Organization Name] in your will.”
The Annual Report Highlight
Best for: Showing how accessible and lasting planned giving can be.
“Our Legacy Society members are the quiet architects of our future. You do not need extraordinary wealth to join them. A simple percentage of your estate keeps our doors open for good. Turn to page 12 to see how simple it is to leave a lasting mark.”
Consider ordering a small, physical token of your appreciation, like a batch of legacy society lapel pins or bookmarks, and mail one to every supporter who requests information. A tangible surprise turns a form submission into a relationship, and members of your legacy society tend to wear or keep it as a point of pride.
One-on-one Conversational Scripts
A coffee, a phone call, or a video chat gives you something no template can: the chance to listen. These scripts open the door gently, and each one starts from something the donor already cares about:
The Identity Preface Script
The Goal: Connect their self-image as a dedicated supporter to legacy giving.
“I cannot say thank you enough for your ongoing support over these past few years. Many donors who give as consistently as you do eventually decide to put our organization in their will. Have you ever considered extending your incredible impact in that way?”
The Victory Preface Script
The Goal: Connect their self-image as a dedicated supporter to legacy giving.
“I cannot say thank you enough for your ongoing support over these past few years. Many donors who give as consistently as you do eventually decide to put our organization in their will. Have you ever considered extending your incredible impact in that way?”
The External Opportunity Script
The Goal: Use outside momentum to start the conversation.
Challenge matches have become increasingly popular in the fundraising space, and they give organizations an external reason behind their outreach. Because matching grants can come in all shapes and sizes, consider structuring your challenge in a way that inspires planned and legacy giving pledges!
“We have an exciting opportunity right now. A generous donor has agreed to contribute an immediate $1,000 to our current fund for every new planned gift pledge we receive this month. It’s a fantastic way to make an impact today just by telling us about your future plans. Would you like to learn more about how this works?”
Use this script only when a challenge gift is confirmed, so every promise you make to a donor is one you can keep.
The Life Milestone Script
The Goal: Sensitively approach donors who have recently experienced a major life change.
“Congratulations on your recent retirement! Many of our supporters use big life transitions like this to update their estate plans. If you are reviewing yours, I would be honored to share how easy it is to include a permanent gift to our community.”
The Advice-Seeking Script
The Goal: Engage major donors and long-time volunteers by valuing their expertise.
“We’re growing our legacy giving program this year to secure our long-term future. Given your history with our work, I would value your advice on how we can best share this opportunity with our wider community. Could I buy you a coffee next week to get your thoughts?”
Save the commitment for the second conversation. In a first meeting, ask for permission to send information instead of asking for a pledge. That turns the moment into a helpful exchange, and allows the donor to set the pace, which makes a yes far more likely later.
Text Messaging (SMS) Templates
Texting feels personal, so it works best as a follow-up to an existing conversation. For example, you might use it with supporters who have requested information or attended an event. Below are SMS templates you can easily copy and paste:
The Information Follow-Up Text
Hi [First Name], it is [Your Name] from [Organization]. I just dropped the legacy giving guide in the mail for you! Let me know when it arrives, and feel free to text me here with any questions.
The Event Follow-Up Text
Hi [First Name]! Thank you so much for attending our community update last night. We loved sharing our long-term vision with you. If you ever want to chat about how a legacy gift can help us reach those goals, I am always here. Have a great weekend!
The “Did You Know” Educational Text
Hi [First Name], did you know you can leave a lasting gift to [Organization] without using any cash today? Our new guide explains how. Tap here to read it: [Link]. Let me know what you think!
The Thank-a-Thon SMS
Hi [First Name], our board is calling supporters today just to say thanks. We could not reach you, but we are so grateful for your ongoing support. You make our future bright! Reach out if you ever need anything.
Use texts to convey your gratitude and provide gentle education. They suit the kind of lasting donor relationships that grow from regular thank-yous. When a supporter replies with a detailed question, offer a quick phone call so you can give the answer the time it deserves.
Top Tips to Boost Your Digital Presence
Making small changes to pages your supporters already visit can raise legacy awareness quickly. You do not need to rebuild your whole site. Instead, place a few targeted invitations where donors are already paying attention. Here are our top tips to boost your digital presence:
- Optimize your donation confirmation page: Once a donor completes a gift, use the confirmation screen for a soft legacy invitation with a simple graphic.
- Sample text: “Loved making an impact today? Discover how you can make an impact forever.”
- Add a legacy checkbox to standard forms: On your main donation page, place a small optional checkbox above the submit button.
- Sample text: “Please send me information about including [Organization Name] in my will.”
- Update email signatures: Ask your leadership and fundraising team to add a hyperlinked line under the signature.
- Sample text: “Learn how you can leave a lasting legacy with [Organization Name].”
- Rotate your social bio link: Swap your main call-to-action to reach a different audience segment. Swap ‘Donate Now’ with something more concrete on your landing page for one week each quarter to reach a different audience segment.
- Sample text: “‘Leave a Legacy’, ‘Support Our Future’, or ‘Join Our Legacy Society’”
- Add a free will-writing tool: Partner with an online estate planning platform, and feature a bold button on your homepage.
- Sample text: “Write your legal will for free in 20 minutes.”
Check whether your navigation is intuitive by opening your site and counting the number of clicks it takes to reach your legacy giving page. If the answer is more than two, move the page into the primary navigation bar or adjust its placement to be more prominent.
Wrapping Up
A legacy program grows from small, steady actions, and you can finish the first three of them before the week ends:
- Send one email: Pick a template from the email section and send it to twenty of your most consistent donors from the past five years.
- Update one page: Add a single sentence about future giving to your donation confirmation page.
- Publish the foundation: Add the will language templates to your website this afternoon.
Once these are in place, your organization is ready for the moment a supporter says, “I would like to leave something behind,” and you will have the words, the page, and the plan to welcome them.
