Answer: Nonprofits can significantly increase planned gifts by offering free online will tools to their supporters, which removes barriers to estate planning and naturally leads to bequests. This framework outlines how to set up, promote, and manage such a program, resulting in more legacy gifts and stronger donor relationships.
Introduction to the Framework
Planned giving is a powerful way to secure long-term support, but many donors delay or avoid making a will because it feels complicated, expensive, or intimidating. This is where free online will programs come in. By providing donors with an easy, no-cost way to create a will or trust, your nonprofit removes these barriers and opens the door to charitable bequests. This article introduces the 5-Step Bequest Booster Framework, a practical, proven approach to leveraging free online wills to grow your planned giving program.
At the heart of this framework is a simple insight: donors don't need to be wealthy to leave a legacy. As noted by planned giving experts, "casual donors who commit mid-level bequest gifts or mid-level donors who unexpectedly leave the equivalent of a major gift" can emerge when you make the process accessible (S1). By offering free estate planning tools, you empower every supporter to make a planned gift.
Why This Framework Works
Traditional planned giving often relies on asking for large commitments from major donors, which can feel exclusive and slow. In contrast, a free online will program works because it:
- Lowers the barrier to entry: Estate plans made on platforms like FreeWill are "five times more likely to include bequests" (S1). When the tool is free and easy, donors are much more likely to complete the process.
- Increases gift size: Bequests made through such platforms are "more than twice as large as the national average" (S1). This means that even modest donors can leave substantial gifts.
- Builds donor loyalty: Offering a valuable service like will creation shows genuine care for your supporters, strengthening their connection to your cause.
- Requires no upfront investment from donors: The platform covers costs, so donors pay nothing (S3). This removes the financial objection entirely.
This framework works because it aligns your nonprofit's mission with a practical, valuable service that donors genuinely need. It transforms planned giving from an abstract ask into a natural, easy next step.
The Framework Steps
Step 1: Partner with a Free Estate Planning Platform
The first step is to select a partner that offers free online will tools for your donors. These platforms provide legally vetted estate planning documents, including wills and trusts, at no cost to the user (S3). Your nonprofit typically invests in the platform to access campaign management, analytics, and strategic support, which in turn funds the free tools for donors (S3).
What to look for in a partner:
- Legally vetted tools: Ensure the platform provides documents that are valid in all relevant jurisdictions.
- Data privacy: Donors need confidence that their sensitive information is protected.
- Real-time notifications: Choose a partner that alerts you when a donor commits to a bequest, so you can respond promptly.
- Customization: Look for the ability to create a co-branded site that reflects your nonprofit's identity (S3).
Step 2: Create a Dedicated, Co-Branded Donor Site
Once you've partnered with a platform, set up a dedicated landing page or microsite where donors can access the tools. This page should:
- Be branded with your logo and colors: A co-branded site builds trust and reinforces your organization's involvement (S3).
- Clearly explain the process: Show donors that they can "Create Your Free Will in 15 Minutes" (S2).
- Include compelling calls to action: Phrase it as an invitation to plan for the future and make a difference.
- Emphasize privacy and security: Reassure donors that their information is confidential.
Step 3: Promote the Tool Across All Channels
An excellent tool is only effective if people know about it. Promote your free will program using multiple channels (S2):
- Website: Place it in your main navigation under "Ways to Give" or as a prominent banner.
- Newsletters and email campaigns: Feature it regularly, perhaps with a story about a donor who included your nonprofit in their will.
- Social media: Share snippets about the ease and benefits of creating a will.
- Direct mail: For older donor segments, a well-placed insert can highly effective.
Key message points:
- Highlight the emotional benefit: completing a will provides "peace of mind and lasting impact" (S2).
- Explain its simplicity: the process is easy, private, and secure (S2).
- Include a clear actionable step: "Create your free will now."
Step 4: Integrate Planned Giving into Your Fundraising Infrastructure
Planned giving shouldn't be an afterthought. Make it a mainstream giving option (S3):
- Add planned giving as an option on your donation forms.
- Create a dedicated section on your website that explains all ways to make a planned gift, including bequests, charitable gift annuities, and donor-advised funds.
- Offer a contact person who can answer questions and provide support (S1).
- If you use a platform like FreeWill, you can also send gift inquiries and follow up when someone begins the process.
Step 5: Manage and Analyze Your Program
The final step is to track your results and refine your approach. Use the analytics provided by your platform (S3) to understand:
- How many supporters accessed the tool?
- What percentage completed a will?
- Which bequests were committed, and what is their estimated value?
- Which promotional channels drove the most traffic?
Use this data to report to your board and adjust your strategy. Over time, you'll build a robust portfolio of expected gifts.
How to Apply It
Applying the 5-Step Bequest Booster Framework requires coordination between your fundraising, marketing, and leadership teams. Here's a practical roadmap:
- Assess your readiness: Determine if your organization has the capacity to handle a planned giving program, including donor follow-up and stewardship.
- Research platforms: Compare options such as FreeWill and other estate planning services. Choose one that aligns with your needs.
- Secure buy-in: Present the business case to your board, emphasizing the return on investment through increased bequests.
- Launch and iterate: Begin with a pilot among a segment of your donors, then scale up based on results.
Examples/Case Studies
To illustrate the impact, consider a hypothetical example based on the evidence:
Benchmark Nonprofit had a donor base of 10,000, but only 5% had made planned gifts. After partnering with a free online will platform, they:
- Added a "Free Will" button to their website and newsletter.
- Within the first year, 1,000 supporters used the tool, and 200 included the nonprofit as a beneficiary.
- The average bequest size was $25,000, compared to the national average of $10,000 (S1).
- The platform notified the nonprofit of each bequest, allowing them to thank donors promptly and cultivate relationships.
This demonstrates how a free tool can significantly increase both the number and size of planned gifts.
Common Mistakes to Avoid
- Implementing without promotion: A great tool that nobody knows about yields little. Use all channels to raise awareness (S2).
- Making the process complicated: Avoid adding extra steps or forms. Keep it simple for donors.
- Ignoring data privacy: Donors may hesitate if they don't trust your platform. Choose a partner with robust privacy policies.
- Failing to thank donors: Real-time notifications (S1) are only valuable if you act on them. Send a warm thank-you and invite donors to tell their story (with permission).
- Treating planned giving as an afterthought: It needs to be a core part of your fundraising strategy, not a side project.
Templates/Tools
Here are some templates to help you implement the framework:
Template 1: Donor Email
Subject: Create your free will in just 15 minutes 🌟
Dear [Donor Name],
Have you ever thought about creating a will but didn't know where to start? We've partnered with [Platform Name] to offer you a free, easy way to create your will online. It takes only 15 minutes, and you can leave a lasting legacy to the causes you care about.
Complete your will today at [link]. If you have questions, contact [Your Planned Giving Officer].
With gratitude, [Your Nonprofit]
Template 2: Landing Page Copy
Headline: Secure Your Legacy with a Free Will
Subheadline: Make a will online in minutes—at no cost.
Body: Planning your will is one of the most loving things you can do for your family. And by including [Your Nonprofit] as a beneficiary, you'll create a lasting impact for [your cause]. It's easy, private, and completely free thanks to our partnership with [Platform Name].
Call to Action: [Get Started Now]
Template 3: Social Media Posts
- "Want peace of mind? Create your free will today and support [Your Nonprofit] for years to come. [Link]"
- "Did you know? You can leave a gift to [Your Nonprofit] without any cost to you? Our partners offer free online wills. Learn more: [Link]"
Conclusion
Incorporating free online wills into your planned giving program is a powerful, cost-effective way to inspire legacy gifts. By following the 5-Step Bequest Booster Framework, you can make planned giving accessible to all your supporters, resulting in more bequests and stronger donor relationships. So, take the first step today: research a partner, set up your page, and start promoting. Your donors will thank you, and your nonprofit's future will be brighter.
For more strategies on enhancing your planned giving efforts, explore our guides on Nonprofit Fundraising Tools and Partnerships: A Complete Guide and Free Estate Planning Tools for Nonprofit Fundraising.
