Big national charities run gift-in-will ads on Facebook every day, and your donors are likely in their audiences. We show them your own supporters' stories and send you the names of everyone who asks about a gift in their will.
Get 5 free sample ads Free. Five legacy ads written for your organization, plus the legacy ads other charities like yours are running now.
Sources: Giving USA 2026 · Nonprofit Research Collaborative (via Chronicle of Philanthropy, 2013) · Nonprofit Research Collaborative bequest survey (via Pentera, 2017)
Children's hospitals, refugee charities, national hunger charities and community foundations are running gift-in-your-will ads on Facebook right now. Your donors are in their audiences. Here is what is live this week:
Live ads from the public Meta Ad Library, collected October 2026.
Three angles we would test first. In a real campaign the stories come from your own legacy society members, volunteers and grateful families, and nothing runs until you approve it.
Sample ads use stock photos and made-up organization names. Your campaign uses your own supporters' photos and words.
We start with stories you already have: a legacy society member, a volunteer, a grateful family from your newsletter or website. We turn them into warm ads in your voice. None of them dwell on death. No filming needed.
We show the ads to your existing donors over 60, matched privately inside Facebook from your donor list. The people most likely to leave you a gift already know you.
People request your legacy guide, start a will with the tool you already use, or tell you they have already included you. Each person gets four short emails from you over the next month. You get every name and contact each week for a personal thank-you.
What you get
10 named donors who ask about a gift in their will within 30 days, or you get your money back. We only start if at least 1,000 of your donors over 60 can be matched on Facebook.
The mathAt most nonprofits that receive them, the average gift in a will is $25,000 or more. A UK charity got 91 people to name it in their wills from £5,000 of Facebook ads to its own supporters (Dignity in Dying). The people most likely to leave you a gift are already on your donor list.
Founding clientsFirst three clients: same price, and in exchange you let us share your numbers (no names unless you agree).
Get 5 free sample ads
I have worked as a CMO and interim CMO for VC-backed companies, and I have built marketing for clients from local businesses to Fortune 500 companies.
Most of that work has been about one thing: finding people who are not looking yet, getting them to respond, and following up until they show up. It is the same problem your organization has every day.
PicoBoost is how I point that playbook at organizations that change lives.
FreeWill is a tool. A tool only works if people visit it. We send your supporters to it, or to your own legacy page, and tell you who came.
Yes. That is why we count what your board already tracks: guide requests, new expectancies and legacy society members. Those are the people your planned giving work starts from.
Facebook receives your list as scrambled codes (hashed), matches them, then deletes them. We never share or sell it. You can also start with ads to your area only.
Most charities your size don't. Each weekly list is sorted by who to thank first, with a short thank-you script. It takes about 30 minutes a week.
Neither do we. The ads are about what your supporters love and want to protect, told by people like them. You approve every word.
Keep them for mail and your website. We add short story ads from your own supporters on Facebook and Instagram, shown to your donor list.
Tell us who you are. Within two working days we send five legacy ads written for your organization, the legacy ads other charities are running, and an estimated cost per legacy prospect in your area. No call needed unless you want one.
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