When it comes to helping supporters plan future gifts, one of the most common sources of confusion is deciding which assets should be included in a will and which should be distributed via beneficiary designations. I wrote about this a couple of years ago, but recent conversations with individuals have prompted me to revisit this important topic, especially how these vehicles can impact planned gifts for nonprofits.
Managing a nonprofit in 2025 has never been more challenging—or more full of opportunity. As donor engagement expectations shift toward digital convenience and personalization, nonprofits that embrace modern technology are better positioned to control costs, strengthen relationships, and grow current and future gifts. By leveraging the right tools, organizations can maximize communication, engagement, and fundraising outcomes.
Retaining donors is more cost-effective than acquiring new ones. Learn practical strategies nonprofits can use to improve donor retention and grow sustainably.
Credit unions are increasingly using digital financial wellness tools to attract younger members and retain and delight older clients. Complementary online tools, competitive products and effective, multi-platform member communication are keys to credit unions retaining their branding advantage as a true “bank alternative.”
OK, so I made up the Hybrid-Digital term. But at its essence, combining digital tools with superior voice-to-voice and face-to-face interactions for members will continue to distinguish credit unions in a crowded online and offline banking marketplace. This unique combination of communication and support allows members to choose how they want to interact with your institution. The Credit Union Times concurs. “Consumers may continue to embrace this digital life, as automated self-service becomes the norm. Consumers may also find they miss in-person experiences and seek out valuable “human-first” interactions. Neither of these worlds is unlikely – and neither is inevitable. More likely we end up with some mix of the two.”
Integrating the hybrid-digital mindset into all member touch points is critical in driving new memberships and retaining loyal customers. According to CU Insight, credit unions that are successful in driving new memberships across various age demographics have four things in common. They:
Let’s break down the first two of these initiatives and discuss how credit unions can grow membership by deploying both of these as part of a larger marketing and communications strategy.
Young customers want digital access to products and tools for sure. But don’t underestimate the value of making technology available for older members. One of the “COVID-effects” has been an acceptance and even preference of age 60+ audiences to have digital tools and account access available from the comfort of their barcalounger. These tools can include:
Credit unions provide consumers a different way to bank, based on establishing a unique relationship with members. They have an opportunity to empower members by offering competitive, beneficial financial products and adding free financial literacy resources and programs.
Some of these financial education programs, like Bonzai, present fun, interactive platforms for financial learning and are presented right on the “learning” portion of the credit union website. Other financial fitness options include presenting complementary, viable, online document management tools like wills, advance health directives and personal financial information storage platforms.
Financial literacy programs can be powerful tools across multiple target audiences:
One example of an online tool that is extremely valuable to members, especially those age 40+, is a last will & testament. Only 42% of Americans have a will in place, and that number gets even smaller at younger age groups (only 36% of those ages 30-49 have a will).
Credit unions have an opportunity to enhance member financial fitness, add value to existing memberships and attract new members by offering a complimentary online last will & testament and associated end-of-life planning products like an Advance Health Directive and Financial Power of Attorney. LifeLegacy customizes these tools to meet the branding needs of each institution and even allows additional questions to be embedded in the will to better understand the member’s needs and potentially drive new product sales. Members receive this benefit for free, and the participating credit union pays an annual subscription fee to host the wills platform.
For more information, contact Craig Simms at craig@lifelegacy.io.
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When it comes to helping supporters plan future gifts, one of the most common sources of confusion is deciding which assets should be included in a will and which should be distributed via beneficiary designations. I wrote about this a couple of years ago, but recent conversations with individuals have prompted me to revisit this important topic, especially how these vehicles can impact planned gifts for nonprofits.
Managing a nonprofit in 2025 has never been more challenging—or more full of opportunity. As donor engagement expectations shift toward digital convenience and personalization, nonprofits that embrace modern technology are better positioned to control costs, strengthen relationships, and grow current and future gifts. By leveraging the right tools, organizations can maximize communication, engagement, and fundraising outcomes.
Retaining donors is more cost-effective than acquiring new ones. Learn practical strategies nonprofits can use to improve donor retention and grow sustainably.
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