Bequests bring light after death. This is the 159th Fundraising Writing Newsletter. If you find value here, please tell a fundraising friend. (Your fundraising friend can ​subscribe here for free.)​

In this issue:

✅ What organ donations can teach us about bequest fundraising...

✅ Next week: Tom Ahern's bequest webinar

✅ Randomly yours: to inspire and recharge you

Wednesday, January 22, 2025
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Hi Reader,

When his dad died in 1992, Brett and I were dating, and I remember how difficult it was for everyone at the wake — as you'd expect.

Brett later told me, "I thought it would be more awkward. It was really nice to hear all the stories and details about my dad I never knew."

This was one of those I don't know what to say situations. And yet, in the end, the key was just to say something.

This is also key in bequest fundraising.

What organ donations can teach us about bequest fundraising...

In his free PDF book (which takes a while to load) Inside the Mind of the Bequest Donor, planned giving author and expert Professor Russell James of Texas Tech University and encouragegenerosity.com draws a fascinating parallel between organ donation and bequest fundraising.

Imagine you’re being asked to make a decision about donating your organs after you pass away.

It’s a heavy question, isn’t it?

For most of us, the thought of making such a decision brings up some uncomfortable feelings.

Now, imagine you’re given two choices:

• In one scenario, you’re asked to check a box to join the organ donor registry.
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• In another scenario, you’re already part of the registry unless you check a box to opt out.

Which system do you think leads to more people staying on the registry?

Research shows that countries with opt-out systems have far higher rates of organ donation. Why? Because most people prefer to avoid making a decision about death. They’d rather do nothing than actively think about their mortality.

Now, let’s connect this to bequest fundraising, using insights gleaned from Professor's James' book.

When we ask donors to leave a gift in their will, we’re essentially asking them to think about what happens after they die.

That’s a tough sell.

The default response for many is to avoid thinking about it entirely. But there are lessons from organ donation psychology that can help us.

Here are three key takeaways you can use to make your bequest campaigns more effective:

1. Friction Kills Action: Make It Easy

In opt-in systems, people have to take the initiative. They need to check the box, fill out the form, or call someone. Every step adds friction, and with bequests, that friction is compounded by the emotional discomfort of contemplating death. Many donors don’t get past step one.

How can we reduce friction?

• Simplify the process: Provide clear, step-by-step instructions for how to include a charity in a will. Use plain language, not legalese.
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• Normalize the behavior: Add phrases like, "Many of our supporters choose to leave a gift in their will to continue their legacy" in your materials. When donors feel like it’s a common choice, they’re more likely to consider it.
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• "Sprinkle" bequest options... in your donor comms. For example, a paragraph in your newsletter; a PS in an email; a checkbox on a reply form reading: "Please send me information about including [ORGANIZATION] in my will or trust." Sprinkling, aka drip marketing, is non-obtrusive repetition that works.
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2. Focus on Legacy, Not Loss

The biggest hurdle in bequest fundraising is mortality salience. People don’t want to dwell on their own death. But here’s the thing: bequests aren’t about death, they’re about life — the life a donor’s gift will impact.

Talk about legacy.

Talk about the enduring difference their gift will make. Share stories of other donors who left a gift in their will. Frame bequests as a way to create something lasting and meaningful. A message like, "Your values can live on," is far more compelling than, "When you’re gone…"
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3. Make It Feel Like the Default Choice

In opt-out systems for organ donations, people don’t have to make a decision unless they feel strongly about leaving the registry. This taps into our natural inertia: we’re more likely to stick with the default option.

How can we apply this to bequests? Of course no one is suggesting you default someone into leaving a bequest. However, you can create a sense that leaving a gift is the natural choice:

• Highlight what’s typical: "Many of our donors, just like you, have chosen to leave a legacy gift."
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• Include it in the ask: When talking to donors, include legacy gifts as a standard part of the conversation: "Would you consider joining others who have included [ORGANIZATION] in their will?"
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• Celebrate those who’ve done it: Showcase stories of donors who left bequests. A "Legacy Circle" (or similar) with names or testimonials can make the idea feel aspirational and inspiring.
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As Tom Ahern says, "You’re Not Just Asking — You’re Nudging"

What all these strategies have in common is the concept of nudging. You’re not forcing or coercing anyone. You’re simply creating an environment where saying "Yes" feels easy, natural, and meaningful.

It’s important to remember that the biggest competitor to your bequest ask isn’t another charity — it’s inaction. Most donors aren’t saying "no"; they’re saying "later." Your job is to help them take that first step today.

By reducing friction, focusing on legacy, and framing bequests as a default choice, you can overcome the natural barriers of avoidance. And in doing so, you’ll empower more donors to leave a lasting impact through their generosity.

Final Thought

Bequest fundraising isn’t just about raising money.

It’s about helping donors express their values in a way that lasts beyond their lifetime. That’s a powerful and deeply human opportunity. Let’s honor it by making the process as welcoming and simple as possible.

Next week: Tom Ahern's bequest webinar

Could bequests transform your 2025? Absolutely.

And that's more likely if you register for this webinar...

(Highly recommend!!)

​HOW TO MARKET BEQUESTS: The Delicate (tho Highly Lucrative) Art of Asking for that Final Gift​

Wednesday, January 29, 2025
10:00 am PST/ 12:00 pm CST/ 1:00 pm EST

(Replay is available for all registrants.
And CFRE credit is available!)

Randomly yours: to inspire and recharge you

For your brain, heart, and funny bone...

• Fundraisingly Informative — ‘She Was Sad’ is the Most Boring Sentence Ever by Kevin Schulman (a helpful primer on fundraising writing basics that bring emotions to life so your donors can feel and believe it — including common pitfalls to avoid)​
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• Resolutely Negative — MY FIRST BOOK IN 7 YEARS (AND SOME BIG EXPERIMENTS) by Tim Ferriss (a compelling introduction and the first chapter of Tim's upcoming THE NO BOOK in blog form with the fascinating story of its impetus) ​
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• Severely Interesting — The Severance Podcast with Ben Stiller and Adam Scott (a new podcast series we're listening to featuring Severance executive producer and director Ben Stiller and star Adam Scott, as one of our favorite show's second season drops)

Until next time: May you inspire generosity, foster legacies, and help others create lasting impacts that echo far beyond today.

With gratitude,
Julie Cooper & Brett Cooper

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