Including FreeWill testimonials results in more gifts! Over a dozen FreeWill partners conducted an A/B test and statistically determined that including a user testimonial in FreeWill emails led to more bequests! Since emails overall were responsible for an average of ~2x as many gifts as other outreach, testimonial emails are clearly a recipe for success.

Framing the will tool as a resource for your community works. Of the three types of framing our partners tried — framing the tool as a resource, including a soft mention of legacy giving, or focusing entirely on legacy giving — resource framing generated more gifts on average during Make-a-Will Month.

The entire month of August gives you an opportunity to generate gifts. Our 4 highest peaks in the number of daily bequests ever generated were spread out across the month, meaning the entire course of Make-a-Will Month is a good time to send outreach.