As we mark the second week of National Make-a-Will Month, the newly released 2025 Estate Planning Report from Trust & Will delivers essential insights for fundraisers and nonprofit professionals—shedding light on evolving legacy motivations, barriers to planning, and the growing role of values, alongside assets, in how Americans define their impact.
With input from 10,000 respondents, this year’s report is the most comprehensive to date. It reveals striking data points—and opportunities—for those in the planned giving space.
The Estate Planning Gap: Awareness High, Action Low
While 83% of Americans say estate planning is important, only 31% report having a will and 55% have no plan at all. This gap is fueled by persistent myths that estate planning is only for the wealthy, as well as by procrastination, lack of knowledge and perceived cost barriers. These behavioral and systemic hurdles offer ripe opportunities for education and engagement, especially for nonprofits positioned as trusted guides.
Action Step: Make starting easier. Partner with an online will-planning platform such as Giving Docs or host an estate planning seminar.
Motivated by Love, Not Just Wealth
The top motivators for creating an estate plan are peace of mind (50%) and protecting loved ones (50%)—far outpacing goals like minimizing taxes or even leaving a legacy. This is an important takeaway for nonprofit professionals: Estate planning is deeply emotional and personal. Charitable giving ranks relatively low as a motivator (7%), but that also means there’s ample room to grow. For organizations offering donor-centric education, there’s a chance to help supporters see giving as an expression of love and values.
Action Step: Connect giving to family and love. Use messaging that positions gifts in wills and trusts as part of a broader desire to care for family, community and causes. Phrases like “a gift that protects your values alongside your loved ones” resonate more than tax-heavy language.
Who’s Planning and Who’s Not
Estate planning rates vary widely:
- Age: Older generations are far more prepared—66% of the Silent Generation have a will vs. just 15% of Gen Z.
- Income and Education: Those with higher income and advanced degrees are more likely to plan—but also more likely to procrastinate.
- Race: Black and Hispanic respondents report higher confidence in their estate knowledge but are less likely to have documents in place, often due to access and systemic barriers.
- Gender: Men are more likely to have a plan than women (34% vs. 29%), though the gap is closing as women take on greater financial leadership.
Action Step: Get a better grasp of demographics. Understanding these demographic gaps can help planned giving professionals tailor outreach, especially to underserved audiences.
Expanding Definitions of Legacy
One of the most promising findings: Americans increasingly define legacy beyond wealth. Nearly 1 in 5 say their most meaningful legacy is passing down values or life lessons—equal to the number who prioritize financial assets. Gen Z is leading this shift, placing more emphasis on impact, memory and social good. Notably, they are also three times more likely than older generations to see charitable giving as a core part of their legacy.
Action Step: Talk about legacy. This signals a strategic opening: legacy messaging that goes beyond tax benefits to include personal values, family stories and community impact may resonate more deeply, especially with younger and more diverse supporters.
Digital Legacies & AI: The Future Is Now
Estate planning is also entering new frontiers. Digital legacies, from social media accounts to AI-generated “digital selves,” are gaining attention—though not without controversy. While older Americans largely reject AI-driven tools, 34% of Gen Z say they trust AI more than human attorneys for estate advice.
Action Step: Embrace new technology. Importantly for fundraisers, these trends underscore the need to understand and adapt to the ways supporters—especially younger ones— interact with estate tools and define “what matters.” Consider offering an interactive “Get Started with Your Will” quiz that links to resources, including your nonprofit’s bequest language.
Implications for Planned Giving
The Trust & Will report confirms what many in our field have long known: Estate planning is driven not just by finances, but by love, life events and the desire to protect what matters most. For nonprofits, that’s an open door. By providing approachable, values-aligned education and resources, we can bridge the action gap and help supporters see charitable giving as a natural extension of their legacy.