Estate planning isn’t just about legal documents—it’s about peace of mind. It’s about protecting the people and causes we care about most.
Yet, according to Caring.com’s 2025 Wills and Estate Planning Study, only 24% of Americans have a will, leaving a vast majority without essential estate planning documents.
Estate Planning Awareness Week (EPAW), held annually in October (October 20-26, 2025), offers an important opportunity to remind donors that creating or updating an estate plan is a simple, empowering step toward building a lasting legacy.
As EPAW approaches, now is the time to engage your supporters—by encouraging them to start an estate planning conversation that could provide greater security for their loved ones and generate lasting impact for your mission.
To spark interest and engagement during EPAW (and into the future), consider adopting the following strategies:
1. Normalize the Conversation
Many people put off estate planning because they think it’s only for the wealthy, or they’re uncomfortable talking about end-of-life matters. You can help remove that barrier.
Share messages that emphasize estate planning as a responsible, caring act—a way to make sure one’s wishes are honored and family members are cared for. Phrases like “A plan today brings peace tomorrow” or “Estate planning is an act of love” can resonate deeply with your donors.
2. Lead with Stories
Stories are what move people to act. Highlight examples of supporters who found comfort and confidence after completing their estate plans; someone who left a gift to fund a scholarship, to provide shelter to those displaced in their community or to preserve a beloved landscape.
Stories like these demonstrate that estate planning isn’t just about money—it’s about meaning.
3. Offer Helpful, Non-Technical Resources
Most donors don’t need—or want—a crash course in tax law. What they value is feeling competent and connected. Use simple tools to help them take the next step, such as:
- A checklist of documents to gather before meeting with an advisor
- A short article or video explaining the basics of a will
- A reminder to update beneficiary designations on insurance or retirement accounts
These resources remove intimidation from the process and help donors feel confident.
4. Encourage Reflection
Invite supporters to think about the people, values and experiences that have shaped their lives. Ask questions such as:
- “Who has made the biggest difference in your life?”
- “What do you hope others will remember about you?”
- “What would you like your giving to accomplish after you’re gone?”
When donors connect estate planning to their personal values, they’re more likely to act—and to include the causes they love.
Resource: If you struggle to have deep, meaningful conversations with your donors, learn a powerful approach created by Jim Langley in his free webinar “The Autobiographical Interview.”
One attendee had this to say:
“Professor Langley offered solid, tangible, empathetic, and compassionate tactics and strategies to sincerely connect with donors. He is reassuring and engaging. Top-notch presenter with a pleasant speaking voice and solid content.”
5. Keep the Conversation Going
Use the coming weeks to tap into the attention Estate Planning Awareness Week brings. It’s a great time to start conversations and share helpful resources.
But remember—building a strong, trusting relationship with supporters takes time. Steady outreach and thoughtful relationship-building help donors understand the impact they can make, with EPAW outreach just one part of the journey.