Bequest Marketing for Nonprofits

Planned giving is a powerful way to secure long-term financial sustainability for nonprofits. It ensures that an organization thrives well into the future while allowing supporters to leave a lasting legacy. One of the simplest and most effective ways to implement a planned giving program is by offering free or discounted wills to donors.

Many nonprofits overlook the impact of planned giving, yet it is one of the most significant sources of funding. When supporters include charitable bequests in their wills, they contribute to the longevity and success of their favorite organizations. Providing an easy, accessible will-writing solution benefits both supporters and the nonprofit. It is a gift to them and a transformational gift to the nonprofit.

The Power of Bequest Marketing in Planned Giving

Bequest marketing is one of the most effective strategies to secure major gifts. Unlike annual donations or one-time contributions, planned gifts have the potential to yield large sums of money. A well-structured planned giving program allows nonprofits to build a solid financial foundation for future projects, programs, and sustainability.

Nonprofits that successfully market planned giving ensure that their organization remains strong even during economic downturns. Unlike grants or government funding, planned gifts provide reliable and unrestricted support. This stability allows organizations to continue making an impact without worrying about short-term financial fluctuations.

Why Offering Wills is a Gift to Your Supporters

Many people intend to write a will but never get around to it. Life gets busy, and estate planning often gets postponed. By providing an easy, accessible, and affordable way to create a will, nonprofits help supporters achieve peace of mind. Having a will ensures that their wishes are honored and that their loved ones are taken care of when they pass away.

Additionally, by including a charitable bequest, supporters can continue their legacy and make a lasting impact on causes they care about. Many donors do not realize how simple it is to include a nonprofit in their estate plan. By offering a free or discounted will-writing service, nonprofits make it easy for supporters to take this meaningful step.

When supporters see that a nonprofit is offering a will-writing tool, they view it as a service, not a solicitation. They appreciate the opportunity to create a will without the hassle of hiring an attorney or paying expensive legal fees. In turn, this goodwill fosters deeper relationships and a stronger commitment to the nonprofit’s mission.

How Planned Giving Becomes a Gift to Your Nonprofit

While offering wills is a gift to supporters, it is also one of the most impactful gifts a nonprofit can receive. When donors include the nonprofit in their estate plans, they are making one of the largest contributions of their lifetime. Even if a supporter cannot make a significant donation during their lifetime, their bequest can result in a substantial gift that helps the nonprofit grow.

Statistics show that nonprofits with planned giving programs receive significantly larger gifts compared to those that rely solely on annual fundraising efforts. The average charitable bequest is much higher than a typical yearly donation. By investing in a planned giving program, nonprofits set themselves up for long-term financial success.

Additionally, planned giving allows nonprofits to cultivate stronger relationships with their donors. Supporters who include a nonprofit in their will often feel a deeper sense of connection and commitment. They know they are making a lasting impact, which strengthens their bond with the organization.

Online Wills Revolutionizing Bequest Marketing for Nonprofits

Online wills have revolutionized bequest marketing by offering a cost-effective, scalable, and user-friendly solution for nonprofits. Unlike traditional estate planning methods, online will platforms allow nonprofits to streamline the process, making it more accessible to a broader audience of supporters. These tools not only simplify estate planning but also foster greater engagement by demonstrating the organization’s commitment to serving its donors.

Many nonprofits struggle with planned giving because they do not know where to start. Fortunately, there are affordable and highly effective programs available to help nonprofits build their bequest programs. The most impactful planned giving programs offer nonprofits the tools and resources they need to grow their bequests at a heavily discounted price.

These programs provide an easy-to-use online will-writing platform that makes estate planning simple for donors. With minimal effort, nonprofits can integrate the program into their website, allowing supporters to create a will in minutes. By using a trusted platform, nonprofits eliminate the barriers that often prevent donors from taking action.

The Planned Legacy Program is regarded as the most cost-efficient and effective online will program available. Its pricing and ease of launch allow small to midsize nonprofits to participate without barriers. Unlike other planned giving tools, it does not require hiring personnel or attorneys to manage, making it a seamless and hassle-free solution for nonprofits.

Once a nonprofit start generating its first bequest—averaging about $41,000—online wills help keep the funnel filled, ensuring a continuous stream of legacy gifts. This enables small nonprofits to grow into midsize organizations and midsize nonprofits to scale into larger institutions, securing long-term sustainability and financial success.

The best starter giving programs offer the following benefits:

1. Ease of Use – A seamless and user-friendly platform ensures that donors can complete their wills quickly and efficiently.
2. Custom Branding – Nonprofits can personalize the platform with their own branding, reinforcing their mission and building donor trust.
3. Automated Bequest Notifications – Nonprofits receive real-time updates when supporters include them in their wills, allowing them to cultivate deeper relationships.
4. Cost-Effective Solution – Many platforms offer significant discounts for nonprofits, making it an affordable and high-return investment.
5. Marketing Support – Built-in marketing tools help nonprofits promote their planned giving program and maximize participation.
6. No Need for Staff or Attorneys – Unlike other planned giving tools such as donor-advised funds (DAFs), Bitcoin, and stock bequests, online wills do not require hiring additional staff, attorneys, or extensive support. This makes them an accessible and hassle-free option for both nonprofits and supporters.

By using a structured planned giving platform, nonprofits can significantly increase the number of bequests they receive. More importantly, they ensure that donors have an easy way to include the nonprofit in their estate planning.

Bequest Marketing: Driving Nonprofit Growth and Legacy Giving

A well-developed planned giving program transforms a nonprofit’s financial future. Instead of relying solely on annual fundraising, nonprofits with strong planned giving initiatives create sustainable revenue streams. The key to success is consistency—regularly promoting the importance of estate planning and making it easy for donors to take action.

One of the best ways to grow a planned giving program is through strategic bequest marketing. Many donors do not consider charitable bequests because they are not aware of how easy it is. By educating supporters and promoting the benefits of planned giving, nonprofits can significantly increase participation.

Here are some effective marketing strategies for planned giving:

• Email Campaigns – Send targeted emails highlighting the benefits of estate planning and how supporters can include the nonprofit in their will.
• Website Integration – Feature the will-writing program on the nonprofit’s website with clear calls to action.
• Social Media Promotion – Use social media platforms to share stories of donors who have left a lasting legacy.
• Webinars and Workshops – Host virtual events to educate supporters about the importance of planned giving.
• Direct Mail Outreach – Send brochures or letters explaining how easy it is to create a will and leave a charitable bequest.

By consistently promoting planned giving, nonprofits can ensure that more supporters take action. The more visible the program, the more donors will recognize the value of including the nonprofit in their will.