For nonprofits, the challenge of sustaining operations and funding mission-critical initiatives is ever-present. Many organizations focus heavily on annual giving campaigns or a handful of fundraising events, leaving a critical opportunity untapped: a dedicated planned giving strategy. Integrating estate planning into your fundraising plan can unlock a steady stream of future contributions, ensuring long-term financial stability and deepening donor relationships.
Why Estate Planning Matters for Nonprofits
Planned gifts, which include bequests, Qualified Charitable Distributions (QCDs), and other legacy gifts, often represent the largest donations an individual will ever make. Yet, many nonprofits fail to promote the benefits of planned giving effectively, and do not have a donor “learning module” regarding what planned giving is and the tools and resources that are available.
The value of planned giving goes beyond the dollar amount. When donors include your organization in their estate plans, they signal a deep, enduring investment in your mission. This connection fosters loyalty, inspiring additional gifts during their lifetime. Estate planning also opens doors to conversations with donors about their values and long-term impact, strengthening trust and alignment.
The Power of an Online Will Platform
Offering an online will to your donors simplifies the process of planned giving. Nearly 70% of Americans do not have an up-to-date will and associated documents. Platforms like LifeLegacy make it easy for nonprofits to enable donors to create a legally valid will in minutes while providing seamless options to include your organization as a beneficiary of the will. This eliminates traditional barriers to entry, such as cost and complexity, and empowers donors to take immediate action.
An online will platform also allows nonprofits to:
- Capture Intentions: Understand donor motivations and future giving plans in real time.
- Build Awareness: Educate supporters about the importance of legacy gifts and how they can benefit both the donor and the organization.
- Streamline Gift Setup: Simplify the process of establishing planned gifts like QCDs or charitable gift annuities.
By integrating these tools, nonprofits can create a low-effort, high-reward strategy that transforms passive supporters into legacy donors.
Marketing and Communication: Driving Awareness and Action
Even the most robust estate planning platform requires an effective marketing and communication strategy to maximize impact. This is where LifeLegacy’s “Planned Giving Co-Op” comes into play. Designed to support nonprofits at every stage of their planned giving campaigns, the Co-Op includes sample emails, social media posts, educational content, and templates to inspire action.
Key elements of a successful marketing strategy include:
- Storytelling: Share testimonials from donors who’ve included your organization in their wills, emphasizing the personal and transformative nature of legacy gifts.
- Educational Outreach: Host webinars or create downloadable guides that explain planned giving options and their benefits.
- Consistent Messaging: Use email campaigns and social media to keep planned giving top of mind, aligning your messaging with broader fundraising initiatives.
The Business Case for Nonprofits
Integrating estate planning into your fundraising strategy isn’t just an add-on; it’s a transformational approach to securing your organization’s future. By partnering with an experienced platform like LifeLegacy, nonprofits gain access to cutting-edge tools that make it easy for donors to support their mission for years to come. Coupled with a strong marketing strategy, this approach can create a lasting legacy of impact—for both your organization and your supporters.
For nonprofits struggling with developing a planned giving strategy, now is the time to act. Estate planning isn’t just about securing future gifts; it’s about building enduring relationships and ensuring your mission thrives for generations. Contact LifeLegacy today for a no obligation conversation.
