How Nonprofits Can Use Online Will Builders to Increase Bequests

The B.R.I.D.G.E. Framework—a six-step methodology—shows nonprofits how to integrate online will builders into their fundraising strategy to boost charitable bequests. By making estate planning free and easy for donors, organizations can increase the number and size of planned gifts while strengthening donor relationships.

What Is the B.R.I.D.G.E. Framework?

Nonprofits are always looking for new ways to inspire legacy gifts. Online will builders, like those offered by FreeWill, provide a proven path: donors can create a legally valid will online at no cost, and they are encouraged to include a charitable bequest. The B.R.I.D.G.E. framework stands for:

• Brand your platform
• Reach donors where they are
• Integrate into your website
• Develop donor resources
• Guide the giving conversation
• Evaluate and optimize

Each step helps you systematically increase bequests using digital tools.

Why This Framework Works

Online will planners have a proven track record of increasing the number of bequests nonprofits receive. According to FreeWill, estate plans made on their platform are five times more likely to include bequests, and these gifts are more than twice as large as the national average. The framework works because it removes the two biggest barriers to legacy giving: complexity and cost. By offering a free, easy online tool, you meet donors where they are—on their devices—and guide them to leave a lasting impact.

The Framework Steps

1. Brand Your Platform

If you partner with a provider like FreeWill or consider a branded site, ensure the tool reflects your organization’s identity. Some companies offer branded will-making websites that charities can co-brand. Your logo, mission, and messaging should be visible throughout the will-creation process. This reinforces your cause and reminds donors of their connection to you as they make estate planning decisions.

2. Reach Donors Where They Are

Planned giving often begins with a simple conversation. Use your email newsletters, social media, and events to introduce the concept. According to FreeWill, “first, make it incredibly easy for supporters to find and access this new way to give”. Share stories of how bequests have made a difference, and include a clear call to action to start their free will.

3. Integrate Into Your Website

Create a dedicated landing page or add planned giving as a donation option on your site. Make sure the online will builder is prominently linked—don’t bury it in a menu. According to FreeWill, you should “give them resources that make it easy to leave a bequest, such as making a will through FreeWill”. A simple button that says “Create Your Free Will” can work wonders.

4. Develop Donor Resources

Alongside the online tool, provide educational materials. These can include:

• FAQs about bequests and estate planning
• Sample bequest language for different types of gifts
• Information on tax benefits of charitable giving
• Links to partner professionals (lawyers, financial advisors) for complex situations

These resources help donors feel informed and confident.

5. Guide the Giving Conversation

Use the will-creation process as an opportunity to deepen engagement. After a donor completes their will, thank them and ask if they’d like to share their legacy story. Charitable Estate Planning and Nonprofit Partnerships: A Complete Guide can help you structure those conversations. Also, offer a person on your staff who can answer questions—this personal touch builds trust.

6. Evaluate and Optimize

Track how many donors use the online will builder and how many include your organization. Measure the average gift amount and compare it to national averages (remember, online wills generate gifts more than twice as large as the national average). Use this data to refine your promotional efforts. A/B test different calls to action and landing page designs.

How to Apply It

Start by selecting a provider. Platforms like FreeWill offer free tools to donors and charge the nonprofit a partnership fee, while others like LegacyOrganizer help donors gather information for an attorney. Consider your budget and donor base.

Next, follow the B.R.I.D.G.E. steps in order. Create a one-page plan for each step with specific tactics and deadlines. For example:

• Month 1: Brand your platform and build a landing page.
• Month 2: Launch an email campaign and promote on social media.
• Month 3: Add resources and train staff to handle donor questions.

Finally, integrate the online will builder into your overall fundraising strategy. It’s not a standalone tactic but part of a broader effort to cultivate legacy gifts.

Case Study: How a Mid-Size Nonprofit Boosted Bequests by 40%

Imagine a nonprofit called “Green Earth Alliance” that focuses on environmental conservation. They partnered with an online will provider and followed the B.R.I.D.G.E. framework. They branded the platform with their logo, created a landing page titled “Protect the Planet: Leave a Legacy,” and promoted it in their Earth Day newsletter. Within one year, bequests from the platform accounted for 40% of their total planned gifts, and the average gift size was $50,000—more than double their previous average. This aligns with industry data that online wills lead to larger gifts.

Common Mistakes to Avoid

• Assuming donors will find the tool on their own. You must actively promote it.
• Neglecting to follow up. Donors who create a will but don’t include a bequest may be open to adding one later. Send a gentle reminder a few months after they complete their will.
• Ignoring data privacy. Ensure the platform you choose emphasizes data security. Your donors trust you with sensitive information.
• Thinking online wills replace in-person relationships. They are a tool to start the conversation, not a substitute for personalized stewardship. Use them as an entry point to deeper engagement. For example, after a donor creates a will, invite them to a legacy society event.

Templates and Tools

Here’s a simple email template you can adapt:

Subject: Leave a Legacy Without Spending a Dime

Body: Hi [Name],

Did you know you can create a legally valid will for free? Thanks to our partnership with FreeWill, you can protect your loved ones and leave a gift to [Nonprofit Name]—all online in about 20 minutes.

[Button: Create Your Free Will]

Many supporters find that including a bequest to a cause they care about is a meaningful way to extend their impact. If you have questions, reply to this email—we’re here to help.

Thank you for considering this lasting gift.

Warmly, [Your Name]

Also, use a simple spreadsheet to track:

Key Takeaways

Online will builders are a powerful, evidence-based way to increase charitable bequests. By following the B.R.I.D.G.E. framework, nonprofits can systematically integrate these tools into their donor engagement strategy. The results speak for themselves: more bequests, larger gifts, and deeper donor loyalty. Start small, promote consistently, and optimize based on data. With the right approach, your organization can unlock a new stream of legacy gifts that will support your mission for generations. For more on this topic, explore Partnering with Nonprofits for Estate Planning Fundraising and Donor-Advised Funds in Estate Planning Strategies.