January is one of the most powerful moments of the year for legacy fundraising.

As prospects and existing supporters reflect on their goals, values, and long term plans, they’re naturally more open to thinking about the kind of impact they want to leave behind. It’s a rare window when conversations about gifts in Wills feel not only relevant, but welcome.

I used to think it was too early to run a legacy fundraising campaign right after the festive season until the results proved me wrong

Psychologists call this surge of motivation the 'Fresh Start Effect'. It’s the idea that 'temporal landmarks', like the beginning of a new year, create a psychological separation between our “past selves” and our “current selves.” These moments help people reset, rethink, and take action on the things that matter most.

By understanding this natural shift in mindset, we can meet our supporters in this space and help them turn fresh starts into meaningful, lasting impact.

Mind you, I'd give them some time to get over the New Years Eve party before you do.