Author: Ira Horowitz
Legacy giving, also known as planned giving, is a critical component of nonprofit sustainability. It allows donors to leave a lasting impact by contributing to causes that they care deeply about, even after their lifetime. For nonprofits, establishing a robust legacy giving program not only helps ensure long-term financial stability but also deepens relationships with donors who want to make a significant difference.
Your nonprofit’s website can be one of the most powerful tools for promoting and supporting your legacy giving program. By thoughtfully incorporating specific elements into your website, you can effectively engage potential legacy donors, provide them with the information they need, and honor those who choose to include your organization in their estate plans.
In this blog post, we will walk through four essential ways your website can strengthen your legacy giving program, helping you connect with donors and inspire long-term commitment to your cause.
1. Dedicated Legacy Giving Section
A key element of any successful legacy giving program is having a dedicated section on your website that provides comprehensive information about planned giving. This section serves as the primary resource for potential legacy donors from all walks of life to learn about the various options available and how they can leave a legacy through your organization.
What to Include in Your Legacy Giving Section:
Explanation of Different Types of Planned Giving: Clearly describe the various types of planned giving, such as bequests, charitable gift annuities, trusts, and beneficiary designations. Along with the explanation, provide some guidance to help donors understand the flexibility and benefits of each option.
Testimonials and Stories from Legacy Donors: Include powerful testimonials and stories from donors who have chosen to leave a legacy gift. Personal stories help potential donors envision their own impact and create an emotional connection.
Information on How to Start the Process: Provide a straightforward guide on how to begin the legacy giving process, including who to contact within your organization and what steps to take next. For example, you might direct your donors toward an easy-to-use planned giving platform that allows them to create an online legal will.
Design Tips:
Website design and layout don’t have to be rocket science—especially if your website uses a user-friendly content management system (CMS) like WordPress. When designing this section:
Break up long blocks of text with headings, bullet points, and images.
Use visuals, such as photos of legacy donors or infographics explaining planned giving options, to make the content more engaging.
Ensure that the most important information is easily accessible and prioritize clarity to avoid overwhelming visitors
2. Compelling Storytelling
Storytelling is a powerful tool for inspiring people to give legacy gifts. By sharing the stories of those who have already made such commitments, you can illustrate the profound impact of legacy giving on your organization's mission and community.
Ideas for Sharing Personal Stories:
Long-Form Content on Your Blog: Write detailed blog posts that tell the stories of your legacy donors, their motivations, and the impact of their gifts. This content can be both informative and emotionally resonant.
Video Testimonials: Film short videos featuring legacy donors talking about why they chose to leave a gift to your organization. Video content is highly engaging and can be shared across your website and social media platforms.
Podcasts or Audio Interviews: Record interviews between your program coordinator and legacy donors. Audio content provides a personal touch and can reach audiences who prefer listening over reading.
To strengthen these emotional appeals, link personal stories to impact data. For instance, share how a bequest helped fund a specific project or expanded services, using numbers to back up the emotional narrative.
3. Recognition and Honor for Legacy Givers
Recognizing, honoring, and showing gratitude toward legacy donors is crucial not only for building strong relationships but also for encouraging others to consider similar gifts. Public recognition on your website can be meaningful for donors and their families, showing that their contributions are valued and remembered.
Tips for Recognizing Givers Effectively:
Virtual Legacy Donor Wall: Create a virtual wall on your website that honors legacy donors. Include their names, photos (with permission), and brief stories about their contributions.
Acknowledgment in Annual Reports: Feature legacy donors in your annual reports, both in print and online versions. Highlighting their contributions in such an official document underscores the importance of their gifts.
Legacy Donor Spotlights on Your Blog: Dedicate blog posts to spotlighting individual legacy donors. Share their stories, their connection to your mission, and the impact of their gifts.
Acknowledging legacy donors online not only honors them but also encourages others to explore legacy giving options, an important element of managing legacy gifts.
4. Educational Resources
Providing educational resources on your website can empower potential legacy donors by giving them the information they need to make informed decisions. While your organization should not provide legal or financial advice, you can offer valuable guidance and direct donors to the right professionals.
Examples of Educational Resources:
Webinars with Estate Planning Professionals: Host webinars where estate planning experts discuss the basics of legacy giving, tax implications, and how to incorporate charitable giving into an estate plan.
Virtual Q&As with Your Program Director: Offer live Q&A sessions with your legacy giving program director, allowing potential donors to ask questions and learn more about the process in a comfortable, low-pressure environment.
Downloadable Guides and Ebooks: Create easy-to-understand guides and ebooks that explain legacy giving options, the benefits of planned giving, and steps to get started.
It’s important to emphasize that while your nonprofit can provide helpful resources, donors should work with an estate planning professional or financial advisor when arranging a legacy gift.
Your website is a powerful tool for supporting and growing your legacy giving program. By dedicating a section to planned giving, using compelling storytelling, recognizing your donors, and offering educational resources, you can create a strong online presence that inspires and informs potential legacy donors.
As you refine your website to better support your legacy giving efforts, remember that the goal is to make it easy for donors to learn about, commit to, and feel good about their decision to leave a legacy. By doing so, you'll not only ensure the long-term sustainability of your organization but also honor the generosity and vision of your most dedicated supporters.
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