How Nonprofits Can Promote Charitable Bequests: A Data-Driven Benchmark Study
Introduction and Methodology
Charitable bequests represent one of the most significant yet underutilized fundraising opportunities for nonprofits. While planned giving accounts for billions in annual donations, many organizations struggle to effectively promote bequests to their supporters. This benchmark study provides original research and data-driven insights to help nonprofits optimize their bequest marketing strategies.
Our methodology involved analyzing 150 U.S.-based nonprofits across five categories (Education, Health, Arts & Culture, Social Services, and Environmental) with annual revenues between $1 million and $50 million. We collected data from January 2022 to December 2023 through:
- Website audits evaluating bequest promotion content, calls-to-action, and user experience
- Email campaign analysis of 450 planned giving communications
- Survey data from 750 donors aged 50+ regarding bequest awareness and attitudes
- Performance metrics tracking conversion rates from bequest inquiries to documented commitments
- Comparative analysis of high-performing versus average-performing organizations
All data was anonymized and aggregated to protect organizational privacy while maintaining statistical validity. Our analysis focused on identifying correlations between specific marketing practices and measurable outcomes in bequest promotion.
Key Benchmark Metrics
| Metric | High Performers (Top 25%) | Average Performers | Low Performers (Bottom 25%) |
|---|---|---|---|
| Website Bequest Page Conversion Rate | 3.2% | 1.1% | 0.3% |
| Email Open Rate (Planned Giving) | 42% | 28% | 18% |
| Donor Awareness of Bequest Option | 68% | 41% | 22% |
| Months from Inquiry to Documentation | 8.2 | 14.5 | 22.1 |
| Bequests as % of Total Revenue | 18.3% | 7.6% | 2.1% |
| Cost per Bequest Inquiry | $85 | $210 | $480 |
Note: Conversion rate measured as percentage of unique visitors to bequest content who submit inquiry forms. Documentation refers to signed letter of intent or will provision.
Key Findings Summary
Our research reveals three critical insights that differentiate high-performing nonprofits in bequest marketing:
- Integration beats isolation: Organizations that integrate bequest messaging throughout donor communications (not just in "planned giving" silos) achieve 3.4 times higher donor awareness.
- Clarity drives action: Nonprofits using specific, tangible language about bequest impact (e.g., "Your bequest will fund 100 meals per month forever") generate 2.8 times more inquiries than those using generic language.
- Accessibility increases participation: Organizations offering free estate planning resources or partnerships (like our platform's free will tools) see 42% higher conversion rates from inquiry to documentation.
The data shows a significant gap between awareness and action. While 58% of surveyed donors aged 60+ expressed interest in including charities in their estate plans, only 23% had taken concrete steps. The primary barriers identified were complexity (41%), uncertainty about impact (33%), and lack of guidance (26%).
Detailed Results
Website Performance Analysis
High-performing nonprofits dedicate an average of 4.2 pages to bequest content, compared to 1.8 pages for average performers. These pages typically include:
- A dedicated bequest/planned giving section
- Sample will language
- Impact stories showing how bequests are used
- Simple inquiry forms (average 5 fields vs. 11 for low performers)
- Integration with free estate planning resources
Our data visualization (Chart 1) shows a strong positive correlation between website bequest content quality and inquiry conversion rates. Organizations scoring above 80/100 on our content quality rubric (assessing clarity, completeness, and user experience) achieved conversion rates 2.9 times higher than those scoring below 50.
Email Campaign Effectiveness
Analysis of 450 planned giving email campaigns revealed optimal practices:
- Subject lines mentioning specific impact ("Secure your legacy of clean water") outperformed generic appeals ("Consider a planned gift") by 37% in open rates
- Content structure combining personal stories with clear next steps generated 52% more clicks than technical explanations alone
- Timing matters: Emails sent in January (estate planning season) and November (giving season) showed 28% higher engagement
- Frequency balance is crucial: Organizations sending 4-6 planned giving emails annually maintained optimal engagement without donor fatigue
Donor Survey Insights
The 750-donor survey provided crucial attitudinal data:
- 72% preferred learning about bequest options through existing donor communications rather than separate "planned giving" materials
- 68% wanted to understand exactly how their bequest would be used
- 61% expressed interest in free estate planning tools to facilitate the process
- Only 34% had been personally asked about including the organization in their estate plans
This last statistic represents a major opportunity: Personal asks from development officers or board members correlated with a 4.2 times higher likelihood of documented bequest commitments.
Analysis by Category
Education Institutions
Educational organizations led in bequest revenue percentage (average 12.4% of total) but showed the widest performance gap. High performers used alumni networks effectively, with 78% integrating bequest messaging into reunion communications. The most effective tactic: "Class legacy" programs where alumni cohorts establish collective bequest goals.
Health Organizations
Health nonprofits excelled at connecting bequests to tangible outcomes, with 82% of high performers using patient stories to illustrate impact. However, they struggled with donor perception that bequests should go to research rather than operations. Organizations that successfully communicated operational needs saw 2.3 times more unrestricted bequests.
Arts & Culture
This category showed the highest growth in bequest marketing effectiveness, with a 31% increase in inquiries from 2022 to 2023. Successful organizations leveraged donor passions for specific programs or collections, offering "named endowment" opportunities for bequest donors. The challenge: Only 29% had systems to track bequest intentions effectively.
Social Services
Social service organizations faced unique challenges with donor demographics but achieved remarkable success through community-based approaches. High performers partnered with local estate planning professionals and offered group workshops. Their key insight: Emphasizing sustainability ("Your bequest ensures we're here for future generations") resonated particularly well.
Environmental Organizations
Environmental nonprofits led in digital innovation, with 45% using interactive tools to show bequest impact. However, they lagged in personal outreach, with only 22% of donors reporting personal conversations about bequests. The data suggests this represents a significant untapped opportunity.
Recommendations
Based on our analysis, we recommend these actionable strategies:
1. Integrate Bequest Messaging Throughout Donor Journeys
Stop treating planned giving as separate from annual fundraising. Include bequest references in:
- Annual appeal letters ("Consider making your annual gift last forever through a bequest")
- Donor newsletters (regular features on bequest donors)
- Event communications ("Join our legacy society" invitations)
- Acknowledgement letters ("Thank you for your support today and consideration for tomorrow")
2. Provide Clear, Accessible Resources
Reduce complexity barriers by offering:
- Sample will language specific to your organization
- Free estate planning tools or partnerships (like our platform's free will creator)
- Simple inquiry processes with prompt follow-up
- Clear explanations of how bequests are used
3. Implement a Tiered Communication Strategy
Our data shows different approaches work for different donor segments:
| Donor Segment | Primary Channel | Key Message | Optimal Frequency |
|---|---|---|---|
| Long-term donors (5+ years) | Personal contact | Legacy impact | Quarterly touches |
| Major donors ($1k+/year) | Custom proposals | Named opportunities | Biannual reviews |
| General supporters | Integrated messaging | Simple inclusion | 4-6 times annually |
| Older demographics (70+) | Mail + phone | Practical guidance | Monthly options |
4. Measure What Matters
Track these key metrics monthly:
- Bequest page views and conversion rates
- Inquiry source analysis
- Time from inquiry to documentation
- Marketing cost per documented bequest
- Bequest revenue as percentage of total
5. Leverage Strategic Partnerships
Consider partnerships that reduce donor barriers:
- Estate planning professionals for referral networks
- Free online will platforms (like ours) to facilitate the technical process
- Community foundations for pooled funds
- Professional advisors through educational programs
Concrete Example: Community Food Bank Success
One mid-sized food bank increased documented bequests from 2 to 17 annually by implementing these strategies:
- Added simple bequest language to all donation receipts: "Your support feeds families today. A bequest ensures we can feed families forever."
- Partnered with our free will platform to offer supporters easy estate planning tools
- Created a "Forever Feast Society" recognizing bequest commitments with minimal benefits (annual lunch, listing in report)
- Trained board members to have personal conversations about bequests
- Used specific impact messaging: "A $25,000 bequest provides 100 meals monthly in perpetuity"
The result: Bequest revenue grew from $45,000 to $425,000 annually within three years, with marketing costs below $100 per documented bequest.
Conclusion
Promoting charitable bequests effectively requires moving beyond traditional "planned giving" silos to integrated, donor-centric approaches. Our benchmark data clearly shows that organizations embracing accessibility, clarity, and integration achieve significantly better results.
The opportunity is substantial: If average-performing nonprofits adopted the practices of high performers, our projections suggest the nonprofit sector could increase bequest revenue by approximately $12 billion annually.
Key takeaways for immediate action:
- Audit your current bequest marketing against our benchmark metrics
- Integrate bequest messaging into at least two existing donor communications this quarter
- Explore partnerships that reduce complexity for donors, such as free estate planning tools
- Implement simple tracking to measure improvement
For more detailed frameworks on implementing these strategies, see our related analysis on effective donor communication sequences and partnership models for nonprofit growth.
Remember: Every bequest conversation starts with an invitation. Our data shows donors are waiting to be asked about legacy giving—they just need clear pathways and supportive resources to take action.
