How to Start a Planned Giving Program

Illustration showing nonprofit staff using digital tools to start a planned giving program with donor charts and an online will platform.

How to start a planned giving program begins with understanding what planned giving is, why it matters, and how nonprofits can launch one with limited resources. By learning the basics of bequests, donor motivations, and available tools, even small organizations can build a sustainable legacy-giving strategy. With the right guidance, nonprofits can create long-term financial stability and deepen donor relationships.

Once nonprofits understand the fundamentals, the next step is addressing the major questions that often delay action. Many organizations hesitate because they are unsure of the costs, the level of expertise required, how to introduce the idea to donors, or which tools make implementation realistic for smaller teams. The following sections walk through these common concerns—explaining what it truly takes to begin, how affordable planned giving can be, and why modern platforms like The U.S. Will Registry’s Planned Legacy Program eliminate the traditional barriers that once held nonprofits back.

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THE U.S. WILL REGISTRY’s PLANNED LEGACY PROGRAM

Why Nonprofits Hesitate to Start a Planned Giving Program

Many small and midsize nonprofits delay launching planned giving efforts due to common concerns: limited staff, insufficient funds, lack of legal expertise, and uncertainty about how to talk to donors about legacy giving. These concerns are understandable, but they also prevent organizations from accessing one of the most powerful forms of charitable support.

Bequests are the largest and most dependable source of legacy gifts. The average charitable bequest is valued at $41,000—enough to fund personnel, serve more families, expand programs, or launch entirely new initiatives. With that kind of impact, planned giving is no longer optional.

Fortunately, modern planned giving tools remove nearly all barriers. Today, nonprofits can start a planned giving program for less than the cost of one fundraising event. They do not need attorneys, additional staff, or expensive consulting. They simply need the right platform and the willingness to introduce the opportunity to donors.

How Much Does It Cost to Start a Planned Giving Program?

Historically, planned giving programs were expensive to build, requiring attorneys, complex software, and designated staff. This made legacy giving accessible only to large universities, hospitals, and major nonprofits.

Today, that has changed dramatically.

With The U.S. Will Registry’s Planned Legacy Program, nonprofits can start a planned giving program for just $395./year, This includes:

A fully branded online will-creation portal\Free donor access to create a legal will
A built-in charitable bequest page
A donation prompt when will creation is completed
Complete line of estate planning tools
Customize bequest form
Free will registration
Automated reminders for donors to complete or update their wills

For the first time, even the smallest nonprofit can provide a professional, attorney-built will-creation platform without paying legal fees or hiring new staff. This affordability removes the biggest barrier and allows nonprofits to begin immediately.

Is Starting a Planned Giving Program Complicated?

Not anymore. For decades, nonprofits believed planned giving required legal jargon, estate expertise, financial advisors, and complex back-end systems. But today’s streamlined platforms eliminate these challenges.

The Planned Legacy Program handles:

• Document creation
• Legal compliance
• Secure storage
• Reporting of proposed bequests
• Automated donor follow-ups
• Donor engagement tools

Your staff does not need legal training. You simply introduce donors to a user-friendly online will tool created by estate planning attorneys. The system guides donors through the entire process. Your organization receives notifications when supporters express intent to leave a bequest, allowing your team to thank and steward them properly.

This turns a once complicated process into a simple, plug-and-play system.

Do You Need a Lawyer or Estate Planner on Staff?

No. You do not need an attorney to start or maintain a planned giving program.

Online will platforms such as The U.S. Will Registry’s Planned Legacy Program are attorney-developed and legally valid in all 50 states. Donors create their wills on the platform, print them, and execute them according to state law.

If a donor needs personalized legal advice, they can consult their own attorney. Your nonprofit does not carry liability, nor is it expected to provide legal guidance.

This allows nonprofits to offer an essential service without additional professional staff or legal expenses.

How Do You Promote a Planned Giving Program?

Once a nonprofit decides to start a planned giving program, the next step is outreach. Fortunately, you don’t need a complicated marketing strategy. You only need consistent visibility.

Here are simple, effective ways to promote your program:

Direct Mail

Include a message encouraging donors to leave a legacy gift. Even a short sentence can spark action.

Email Communications

Add a gentle reminder at the bottom of newsletters:
“Create your free will and consider leaving a legacy to support our mission.”

Website Page

Create a “Legacy Giving” or “Planned Giving” page that explains how donors can create or update their wills for free.

Social Media

Share posts that highlight the impact of legacy gifts.

Webinars or Workshops

Offer a short online session on the importance of estate planning.

Donor Stewardship

Include planned giving information in annual reports, thank-you letters, or major donor conversations.

With today’s digital tools, nonprofits can promote planned giving without hiring marketing staff or spending large amounts on advertising.

How Do You Track Bequests and Donor Commitments?

Tracking future gifts can be challenging without the right system. However, The Planned Legacy Program solves this issue with built-in reporting.

Nonprofits receive:

• Notifications when donors create a will
• Reports showing proposed bequests

This makes it easy for leadership to estimate future funding and measure the long-term success of the planned giving initiative.

How Long Does It Take to See Results?

Planned giving is not an immediate fundraising tool, but it generates powerful long-term results. Most nonprofits see early commitments within weeks or months. Bequests themselves typically start to arrive one to three years after a program begins. The amount of bequest and results are dependent on how many supporters are on your organization as well as how much outreach you have promoted.

A planned giving program does not run itself. It requires constant reminders to supporters how important bequest are to long term sustainability, as well as promoting any programs you have to offer.

The incredible value of these gifts—often tens of thousands of dollars—makes planned giving one of the highest-ROI fundraising strategies available.

In addition, research shows donors who create a will through a nonprofit increase their annual giving by 75%. This means planned giving boosts both short-term and long-term revenue.

Will Offering ‘Free Wills’ Reduce Annual Donations?

This is one of the most common fears among nonprofits. Fortunately, the opposite is true.

Data consistently shows:

• Donors who use a nonprofit’s will-creation portal feel a stronger emotional connection
• These donors increase annual giving significantly
• Donors also tend to give more frequently

Offering free wills builds goodwill, trust, and loyalty. It makes donors feel appreciated and cared for, which naturally deepens their commitment.

What Is the Best Platform to Start a Planned Giving Program?

For affordability, simplicity, donor engagement, and attorney-built legal compliance, The U.S. Will Registry’s Planned Legacy Program is the strongest choice for nonprofits of all sizes.

It offers:

• The lowest cost in the industry
• A fully branded donor experience
• Free will-creation for supporters
• Free will registration
• Secure cloud storage
• Bequest tracking
• Easy setup with no technical knowledge required
• A ready-made, comprehensive planned giving program

It is the only solution priced low enough for small nonprofits while still offering the quality and structure of programs typically reserved for large institutions.

CLICK BELOW TO LEARN ABOUT THE U.S. WILL REGISTRY’s PLANNED GIVING PROGRAM

How to Start a Planned Giving Program Today

Launching a planned giving program no longer requires large budgets, attorneys, or specialized staff. Today, nonprofits of any size can begin immediately by using a simple, attorney-developed online will system.

Here’s how to begin:

Check out The U.S. Will Registry’s Planned Legacy Program
Add a legacy giving page to your website
Introduce the program through emails and direct mail
Promote your program in every marketing campaign
Steward and thank legacy donors regularly

With an easy setup process and minimal ongoing maintenance, your organization can experience the financial stability and long-term sustainability that legacy giving provides.

Final Thoughts

Starting a planned giving program opens the door to transformational funding, stronger donor relationships, and long-term mission impact. With today’s affordable tools—especially The U.S. Will Registry’s Planned Legacy Program—nonprofits no longer face barriers such as cost, complexity, or lack of expertise.

Every nonprofit, regardless of size, now has the ability to offer free will creation, encourage bequests, and secure its future. By taking the first step today, your organization can build a stronger foundation, inspire deeper support, and create a lasting legacy for generations to come.

How do I start a planned giving program for my nonprofit?

To start a planned giving program, begin by researching how bequests work, documenting your goals, and identifying the right tools. Most nonprofits begin with a simple bequest-focused approach because it requires no legal staff or large budget. Using platforms like The U.S. Will Registry’s Planned Legacy Program makes setup fast, affordable, and accessible.

How do I start a planned giving program on a budget?

Start a planned giving program on a budget by using low-cost tools that eliminate legal and staffing expenses. Begin with basic education, then offer donors a free will-creation option through an affordable platform like The U.S. Will Registry’s Planned Legacy Program. Promote it through email, newsletters, and your website to build sustainable legacy gifts without high costs.

How much does it cost to start a planned giving program?

Most nonprofits can start a planned giving program for far less than expected. Traditional programs can cost thousands in legal fees and consultant services, but The U.S. Will Registry’s “Planned Legacy Program” allows small organizations to begin for minimal annual costs. The Planned Legacy Program offers a budget-friendly option that eliminates legal expenses and provides everything needed to launch quickly.

What is the best way to promote a planned giving program?

After you start a planned giving program, promotion is essential. Nonprofits should use email outreach, website pages, newsletters, direct mail, and simple educational messaging. Highlight how easy it is for donors to create a will through your provided link. Consistent communication is key, especially when paired with a free will-creation tool that encourages legacy gifts.