Planned Giving Marketing: A Guide for Nonprofits

Planned Giving Marketing is one of the most powerful ways a nonprofit can build long-term financial sustainability. It helps organizations connect with loyal supporters who want their values to live on beyond their lifetime.

Yet many nonprofits still struggle to promote planned giving effectively. They hesitate because they assume it’s complicated, expensive, or only for large institutions. In reality, successful planned giving marketing starts with education, consistency, and the right tools.

The foundation of every great planned giving campaign begins with one simple step: offering your supporters a free online will program. This single resource removes the barriers that often stop donors from creating a will, and it opens the door for bequests.

Why Planned Giving Marketing Matters

Marketing your planned giving program isn’t just about asking for gifts; it’s about building lasting relationships. When you communicate the emotional and practical benefits of leaving a legacy, you help donors understand how meaningful their support can be.

Planned giving ensures your nonprofit’s future stability while giving supporters peace of mind that their values will continue to make an impact. A well-executed marketing plan keeps this message alive year-round, positioning your organization as a trusted steward of donor legacies.

Understanding Planned Giving Marketing

Planned Giving Marketing is the strategy of promoting opportunities for donors to include your nonprofit in their estate or financial plans. It can involve newsletters, emails, social media, events, and personalized conversations that encourage long-term giving.

At its core, planned giving isn’t a “sales pitch.” It’s an invitation for supporters to create a meaningful legacy. Your marketing should educate donors, simplify the process, and emphasize that anyone — not just the wealthy — can make a lasting difference.

The key is to make giving accessible. This is where a free online will program plays a vital role.

The Role of an Online Will Program

Offering a free online will program to your supporters is one of the most effective marketing tools in legacy giving. It removes obstacles for donors who want to plan their estates but don’t know where to start.

Many organizations overlook this opportunity, yet it is the easiest way to inspire new bequests. When donors can complete a legal will in minutes, including your nonprofit becomes a natural and stress-free decision.

     Why an Online Will Program Works

1. It provides immediate value to supporters without requiring payment or legal appointments.
2. It encourages trust and engagement by offering something useful, not just a donation request.
3. It helps your nonprofit collect potential bequest intentions easily and securely.

Some will-making platforms charge high fees or limit access based on organization size. Fortunately, Planned Legacy Program, Inc., a subsidiary of The U.S. Will Registry, provides the most cost-effective and complete option available today.

For only $395 per year, any nonprofit can offer supporters a free, user-friendly online will tool, complete with educational resources and built-in prompts that invite donors to consider a legacy gift.

This affordable approach eliminates financial barriers while giving nonprofits the same professional features large organizations use.

CLICK HERE FOR MORE ON THE PLANNED LEGACY PROGRAM

Essential Elements of Planned Giving Marketing

To succeed with Planned Giving Marketing, your nonprofit needs a clear message, simple tools, and ongoing communication. Below are key elements that will help your program thrive.

1. Develop a Compelling Message

 Your message should connect emotionally and practically. Donors want to know how their future gift will make a difference. Use real examples and simple language that shows how legacy gifts help your mission.

 Example:
“By including our organization in your will, you ensure that families in need will continue receiving help for years to come.”

2. Educate Supporters

 Many people don’t realize how easy it is to include a charity in their will. Use your newsletters, emails, and website to explain the steps clearly. Avoid legal jargon and emphasize how accessible the process is through your online will link.

3. Keep It Donor-Focused

 Your marketing should be about the donor, not your budget. Highlight what legacy giving means for them — the chance to be remembered, to help others, and to leave a mark that matters.

4. Use a Variety of Channels

 Diversify your outreach. Combine online and offline methods so your message reaches every generation. Include:
– Website pages about legacy giving
– Social media posts
– Direct mail
– Email newsletters
– Annual report highlights
– Personal calls or handwritten notes to loyal donors

 Repetition builds familiarity, and familiarity builds trust.

5. Share Real Stories

 Testimonials are powerful. When a supporter sees how another donor created a legacy, it becomes easier to imagine doing the same. With permission, share quotes or brief stories in your newsletters or on your website.

How to Build a Planned Giving Marketing Plan

A strategic plan ensures your efforts are consistent, measurable, and effective. Follow these key steps to create a marketing plan that works.

Step 1: Define Your Goals

 1. Identify what success looks like, more bequest commitments, higher awareness, or legacy society membership growth.
2. Set measurable goals, such as “Secure ten new bequest commitments within the next year.”

Step 2: Identify Your Target Audience

 Focus on loyal supporters who have donated for several years, board members, volunteers, and those who show consistent engagement. These individuals already believe in your mission and are most likely to include you in their estate plans.

Step 3: Create Clear Marketing Materials

 Design a simple webpage or brochure explaining planned giving in plain language. Use consistent branding and add your free will link prominently. The Planned Legacy Program provides ready-to-use templates that make this easy.

Step 4: Integrate with Your Existing Fundraising

 Combine your planned giving promotion with annual appeals and events. For example, include a short line in your newsletters:
“Have you included our organization in your will? It’s simple and free through our online will program.”

Step 5: Follow Up and Steward

 When donors express interest, thank them immediately. Keep in touch with updates and success stories so they feel connected and valued.

These actions transform casual interest into lifelong commitment.

Promoting Your Free Online Will Program

Your online will program is the cornerstone of your Planned Giving Marketing strategy. To maximize its impact:

1. Promote it on every communication channel. Add it to your website menu under “Ways to Give.”
2. Feature it in newsletters and emails. Use headlines like “Create Your Free Will in 15 Minutes.”
3. Highlight the emotional benefit. Emphasize that completing a will provides peace of mind and lasting impact.
4. Explain its simplicity. Let donors know the process is easy, private, and secure.
5. Include a call to action. Every mention should include a clickable link directing supporters to your program page.

With the Planned Legacy Program, you can provide this link immediately after signing up — no extra technology or customization required.

Tips for Building Donor Trust

Building trust is at the heart of every successful planned giving campaign. Here’s how to reinforce it through your marketing:

1. Be transparent. Explain how legacy gifts are used and provide examples of real outcomes.
2. Stay consistent. Communicate regularly, even when you’re not asking for anything.
3. Acknowledge donors publicly. Create a “Legacy Circle” page to honor those who have included your organization in their wills.
4. Offer privacy and respect. Allow donors to remain anonymous if they prefer.
5. Collaborate with your board. Encourage leadership to model planned giving and share their stories.

When donors see that your organization handles legacy gifts responsibly and respectfully, more will follow their lead.

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Avoiding Common Planned Giving Marketing Mistakes

Even experienced nonprofits can stumble in their legacy marketing. Be mindful of these common mistakes:

1. Not mentioning planned giving enough. You must consistently remind supporters that they can include your organization in their wills.
2. Using complicated language. Keep your marketing simple, friendly, and easy to understand.
3. Failing to track interest. Record every inquiry or pledge for future follow-up.
4. Assuming only wealthy donors participate. Many planned gifts come from average supporters with modest incomes.
5. Neglecting to promote your will program. Make your online will link visible on every digital platform.

Avoiding these errors ensures your marketing remains consistent and credible.

Why the Gift of a Free Will Matters

The most important first step is offering your supporters the gift of a free will. This simple gesture shows that you genuinely care about them, their families, and their peace of mind. It’s not about asking for donations — it’s about giving first. Supporters appreciate that generosity.

When a nonprofit gives before it asks, it builds lasting trust. Even one or two bequests a year can completely transform your organization — especially when your investment in the program is so affordable. Without a free will program, requesting bequests becomes far more difficult and less personal.

Why Planned Legacy Program Is the Best Choice

Programs offering will-creation tools vary widely in cost and features. Some are priced for large institutions, leaving small nonprofits without access.

The Planned Legacy Program, a subsidiary of The U.S. Will Registry, stands out as the most cost-effective and complete planned giving platform available.

For just $395 per year, your organization receives:
– A fully branded online will link for your supporters.
– Educational resources explaining how to create a legacy.
– Built-in prompts inviting donors to express interest in a cash gift.
– Provides a custom online bequest form for supporters who already have a will. This allows them to easily add your organization to their existing estate plans, no attorney required.

Because The U.S. Will Registry has served the public since 1997, its credibility and experience add immediate trust to your outreach. Supporters feel secure knowing they are using a respected, long-established estate-planning suite.

Final Thoughts: Making Planned Giving Marketing Simple

Planned Giving Marketing doesn’t need to be complicated or costly. With the right message, consistent communication, and a free online will program, any nonprofit can inspire lasting legacy gifts.

Start by focusing on education, emotional connection, and simplicity. Make it easy for supporters to act, and they will.

The Planned Legacy Program offers everything your organization needs — affordability, professionalism, and the power of a trusted brand. Backed by The U.S. Will Registry, established in 1997, it gives every nonprofit the ability to promote planned giving effectively and confidently.

For only $395 per year, you can empower your supporters to create free wills, consider bequests, and leave a legacy that sustains your mission for generations.

Your organization’s future begins with one simple link — and one powerful idea: help your supporters plan their legacy, and they’ll help sustain yours.

 

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