Maximizing the Impact of Planned Giving for Nonprofits: Why Regular Promotion Matters 

Planned giving is a powerful, yet often underutilized, strategy for nonprofits to secure sustainable funding and to smooth the ebbs and flows of annual gifts. If you are a nonprofit currently offering complimentary donor tools like online wills, QCD giving portals, letters of intent, gift notification forms and the like, your donors need to be reminded that they exist through a programmatic promotional outreach plan.

Free donor resources, like online estate planning tools offered by LifeLegacy, have become an increasingly popular way for nonprofits to encourage planned gifts. However, these tools are not a “build it and they will come” solution. For nonprofits to see a true return on investment from their planned giving resources, regular promotion is key. Here’s why consistent marketing and promotion of these tools can make a significant difference in donor engagement and legacy giving, and how it can ultimately strengthen your nonprofit’s financial future.

The Value of Estate Planning 

An online estate planning platform provides a convenient and accessible way for donors to create a legal document that reflects their wishes, often allowing them to include a charitable bequest. Offering online wills as a free resource enables nonprofits to address two key challenges:

1. Removing Barriers to Legacy Giving
   Many donors want to include charitable organizations in their estate planning but don’t know where to start. Offering an online will platform removes some of these barriers, making it easier for individuals to make planned gifts without needing extensive legal knowledge or financial resources.
2. Fostering Deeper Connections with Donors
   Providing a free, easy-to-use online wills and other planned giving tools is a gesture that shows donors the nonprofit cares about their long-term legacy. It fosters goodwill, trust, and loyalty, which can lead to deeper engagement and an ongoing relationship between the donor and your organization.

Why “If You Build It, They Will Come” Doesn’t Work in Planned Giving

Despite the potential value of planned giving tools, simply making them available on your website or sending the occasional email is rarely enough to generate a steady flow of planned gifts. Planned giving requires a high level of awareness, education, and trust. Many donors may not be familiar with legacy giving or may not understand its importance. Without consistent, thoughtful, targeted promotion, online planned giving tools can go underused and undervalued, leading to a missed opportunity for both the donor and your nonprofit.

Here’s why regular promotion is so important:

1. Educating Donors about Legacy Giving
   Many people do not fully understand planned giving, how it works, or its benefits to both them and the causes they support. Educating donors through ongoing communication and clear messaging can help demystify estate planning. Regular promotion of planned giving tools allows nonprofits to break down this complex subject into digestible, approachable information. This is particularly important for younger donors who may not yet have an estate plan or understand the role they can play in investing in the future of a cause they care about.
2. Creating Multiple Touchpoints to Drive Action
   Marketing experts often note that people need several “touchpoints” before taking action. This holds especially true for planned giving, as estate planning isn’t typically a top-of-mind task. By sharing regular reminders across multiple promotional platforms like social media, email, website, seminars and the like, your nonprofit increases the likelihood that donors will see the message, understand its value, and be inspired to act.
3. Building a Culture of Planned Giving
   Consistent promotion helps build a culture of planned giving within the donor community. By regularly sharing stories, testimonials, and updates about legacy gifts, nonprofits create a sense of inclusivity and belonging among donors who choose to leave a gift. Over time, this builds a supportive community where donors feel comfortable planning for the future and making a lasting impact.
4. Keeping Donors Engaged and Informed
   Regular promotion isn’t just about encouraging donations; it’s about engaging with donors in a meaningful way and positioning a planned gift as an investment in the mission of your organization. Planned giving messages can incorporate helpful content, like educational resources on estate planning or guidance on managing personal finances, which keeps donors connected to the nonprofit’s mission. It becomes more than just an ask—it’s a relationship built on shared values and long-term impact.

Strategies for Promoting Online Wills Effectively

To maximize the effectiveness of online planned giving tools, nonprofits should consider a multi-channel promotional approach, ensuring they reach donors where they are. LifeLegacy not only provides online estate planning tools, but supports their use with a comprehensive marketing library and ImpactWriter, an AI-enabled content generation tool that saves hours of time for planned giving officers. Here are some strategies for effective promotion:

1. Email Marketing
   Regularly highlight online planned giving tools in email newsletters, segmented by donor preferences and giving history. Consider dedicating an email series to estate planning, including resources, testimonials, and step-by-step guidance.
2. Website and Social Media Integration
   Feature the online tools prominently on your website and post regularly on social media. Share stories of supporters who have left planned gifts and create easy-to-follow links to your online planned giving platform.
3. Events and Webinars
   Host informational webinars or events focused on the value of legacy giving and estate planning. These offer a personal touch, provide an interactive experience, and allow donors to ask questions in a comfortable setting.
4. Personalized Outreach
   For high-value donors, consider personalized outreach by a development officer who can explain the planned giving process, answer questions, and guide donors in using the online tools. Personalized interactions demonstrate that the nonprofit values the donor’s commitment.
5. Collaborating with Partners
   Collaborate with LifeLegacy and other estate planning experts, financial advisors, and other partners who can provide additional credibility and guidance. For example, offering a joint webinar with a legal expert can add an extra layer of reassurance for donors.

Creating Long-Term Impact Through Planned Giving

Offering online planned giving tools and resources is a critical step toward creating sustainable planned giving, but regular promotion ensures these tools are effectively utilized. By keeping legacy giving visible, accessible, and approachable, your nonprofit not only increases the number of planned gifts but also demonstrates your commitment to meaningful donor engagement. Every communication is an opportunity to educate, inspire, and cultivate a legacy mindset among supporters.

Ultimately, by making planned giving a core element of donor outreach, your nonprofit can establish a steady pipeline of support that sustains your mission and grows your impact over time. And consistent promotion doesn’t need to take up a lot of your time! LifeLegacy supports you and your team with promotional tools and templates and expertise of the LifeLegacy team. Our goal is to help you transform your investment in online tools into a lasting legacy, building a future where donor contributions continue to create positive change for generations to come.