For charities
Reach supporters at the moment they're thinking about their legacy.
Gifts in Wills are one of the most valuable income streams available to Australian charities. Heirloom puts your cause in front of supporters at exactly the right moment - when they are writing their Will.
~6.5%
of Australian Wills include a gift to charity
~$1.3B
estimated annual value of charitable bequests to Australian charities
Source: JBWere Bequest Report, 2024. Figures are estimates.
The opportunity
Most bequest programs reach people too late.
Traditional bequest marketing tends to reach people years after they have made their Will, or not at all. By then, the conversation is harder and the Will is already signed.
Heirloom is different. We are present at the exact moment of decision - when someone is actively drafting their estate plan and choosing who to include. That is the highest-intent moment in bequest fundraising, and it has historically been out of reach for most charities.
Present at the right moment
Your cause appears to supporters while they are actively drafting their estate plan - not through a cold campaign weeks later.
No disruption to your existing program
We work alongside your bequest team, not instead of it. Supporters can still speak directly to your staff.
Built for Australian charities
We understand DGR requirements, the regulatory environment, and the sensitivities that come with bequest fundraising.
Partnership reporting
We share information about your program's reach as it develops, so your bequest team can understand and build on the results.
How it works
Simple to join. No ongoing effort required.
Register your charity
Tell us about your organisation using the form below. We review all partners to ensure a good fit for our users.
We surface your cause
During the Will drafting process, users are given the option to name a charity as a beneficiary. Registered partners appear in that selection.
Supporters act in the moment
Someone who already cares about your cause can add you as a beneficiary in seconds - while the Will is open in front of them.
Register
Ready to grow your bequest program?
Tell us about your organisation. We review all partner applications to make sure Heirloom is the right fit, and we'll be in touch within one business day.
Already have a question? hello@heirloomlife.com.au
Tell us about your organisation
We'll follow up within one business day.
Writing your personal Will?
Learn how to include a charitable gift alongside your family.