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.
Developing a strategy to pursue planned gifts can change a nonprofit’s financial outlook and provide a solid foundation upon which to grow. Providing an online last will & testament package to everyday donors on your website is an integral part of a planned giving strategy and can provide a steady flow of large gifts over time.
As we commemorate Estate Planning Week, it is important to know that the mass market is severely “under-willed.” The reality is that only about 30% of us actually have an updated, active will. That creates a problem for family members and organizations because without a will, the state will decide who gets your assets and when they get them.
Spencer Cassidy, co-founder and CEO of LifeLegacy, states the challenge plainly. “Sadly, there are too many people, of all ages and occupations, who haven’t created an estate plan. Many people believe that younger, healthier people don’t need a will. Others think estate plans are only for the wealthy. Many just don’t think about it at all,” says Cassidy.
Most of us understand the importance of having a last will & testament. But a completed will can help your donors:
For charitable organizations, encouraging everyday donors to complete a will and identify the nonprofit as a participant in their will can drive a steady stream of significant planned gifts over time.
Those donors should be recognized and rewarded through admission into the organization’s giving society, invitations to special events, dinners and via recognition certificates sent to their homes.
LifeLegacy has helped nonprofits drive real fund raising results by presenting our proprietary estate planning tools to its donors via email, social and traditional marketing campaigns. During Make-A-Will month in August of 2022, our nonprofit partners generated over a million dollars in pledged charitable gifts as a result of these efforts.
As we enter Estate Planning Week, nonprofits should consider a comprehensive strategy for integrating wills into their planned giving efforts. The benefits to donors and nonprofits is meaningful:
Integrating an online wills platform to your website and promoting it regularly to donors is an affordable marketing strategy that will pay for itself many times over.
Interested in getting started? LifeLegacy can help you customize and launch an online estate planning platform in less than two weeks. Contact Jordan Cassidy to schedule a demo at jordan@lifelegacy.io
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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