Planned Giving Pages: Design and Content That Drives Legacy Gifts

Margaret volunteered at her local food bank every Tuesday for 23 years. She drove a 15-year-old Honda, lived in the same modest home for decades, and wore the same winter coat until the buttons fell off. When she passed away, the food bank discovered she'd left them $1.2 million in her will. Nobody saw it coming.

Planned giving happens when someone includes your organization in their will, retirement account, life insurance policy, or other estate plans. These gifts often come from everyday people who care deeply about your mission. You don't need to be wealthy to leave a legacy gift. You just need to believe in something worth supporting beyond your lifetime.

Legacy gifts can transform organizations. The average bequest gift to nonprofits is $35,000, compared to an average annual gift of just $200. For many nonprofits, a single planned gift can fund an entire program for years or establish an endowment that provides support forever.

This guide is for nonprofit staff members who manage websites, development directors looking to grow legacy programs, and anyone who believes their organization deserves more planned gifts than they're currently receiving.

It will show you how to create planned giving pages that connect with potential legacy donors. You'll learn what content to include, how to design for trust and clarity, and ways to make the whole process feel less intimidating. Whether you're starting from scratch or improving existing pages, you'll find practical strategies that work.

Understanding Your Planned Giving Audience

Who Considers Planned Gifts?

People often assume planned giving is just for wealthy retirees. That's not true anymore. Many legacy donors start thinking about planned gifts in their 40s and 50s, especially when they're updating wills for other reasons. Some are young professionals who want to include charities alongside family members. Others are loyal supporters who've given small amounts for years and want to do something bigger.

Here are some key demographics to keep in mind as you begin developing or updating your planned giving content:

The average age donors write their first will is 44
The average age donors make their first planned gift is 53
Donors aged 45–64 contribute 39% of bequest dollars
Donors aged 65–84 contribute 37% of bequest dollars

What Drives Legacy Gifts?

Supporters usually share deep connections to your cause. Maybe you helped their family through a crisis. Perhaps they've volunteered for years and have seen your impact firsthand. Sometimes they simply believe the world needs what you provide, and they want that work to continue.

Myth Busting: Legacy Gifts Are for Everyone

The biggest myth about planned giving is that you need significant wealth. Most legacy donors aren't millionaires. They're teachers, postal workers, small business owners, and other regular folks who've been careful with money and want it to make a difference. They often worry they don't have "enough" to matter. Your job is showing them that every legacy gift matters, regardless of size.

What Donors Need to Feel Before Making a Legacy Gift

Establishing trust, emotional engagement, and clear guidance is key to encouraging legacy gifts. Here are some key principles to keep in mind:

Trust Comes First: People need confidence that your organization will still exist and stay true to its mission years from now. They want to know their gift will be used wisely and make a real impact. This trust builds slowly through years of good communication, transparent reporting, and consistent mission delivery.
Build an Emotional Connection: Emotional connection matters just as much as trust. Legacy donors need to feel like part of your organization's story. They want to see how their future gift fits into your bigger picture. Will it feed more families? Protect more wilderness? Fund more research? Help them visualize the specific difference their gift will make.
Establish a Clear Process: Clarity is essential. Many people avoid planned giving because it seems complicated or expensive. They worry about lawyers, complex documents, and difficult decisions. Your planned giving pages should make everything feel manageable and straightforward.
Provide Personal Support: Finally, donors need confidence that someone will help them through the process. They want to know a real person is available to answer questions without pressure. Having a friendly face and contact information prominently displayed makes a huge difference.

Essential Elements of Effective Planned Giving Pages

Clear Navigation and Findability

Most visitors won't search specifically for "planned giving." They might not even know what that term means. That’s why it’s important to place your planned giving information where people can stumble upon it naturally.

Include It in Your Navigation: Add your planned giving options to your nonprofit site’s main navigation under "Ways to Give" or "Support Us."
Opt for Donor-Friendly Menu Items: Some organizations create separate menu items called "Leave a Legacy" or "Gift Planning" because these terms feel more approachable.
Link From Key Pages: Consider adding links to planned giving from other key pages too. Your donation page, volunteer page, and annual report are all natural connection points. Someone reading about your impact might start thinking about their own legacy. Make it easy for them to explore that feeling while it's fresh.

Simple, Warm Language

Avoid jargon and speak directly to donors in a warm, relatable way to maintain their interest.

Simplify Legal Terms: Legal terms kill interest fast. Instead of writing "charitable remainder unitrust," try "a gift that lets you donate to charity while still earning income from your assets." Replace "bequest intention" with "including us in your will." Every piece of jargon is a barrier between you and a potential legacy donor.
Use Personal Language: Write like you're talking to a friend over coffee. Use "you" and "your" throughout. Say "When you include us in your will" instead of "When donors make bequest gifts." This personal approach helps readers picture themselves taking action.
Show Empathy: Be empathetic to your supporters’ situations. Acknowledge that thinking about wills and estate planning can feel overwhelming. Let them know it's normal to have questions or concerns. Reassure them that even simple gifts make a tremendous difference.

For more guidance on writing effective nonprofit content:

Multiple Giving Options Explained Simply

Different giving options work for different people. Here are a few of the most common planned giving options, presented in plain language:

Wills and Bequests: Wills and bequests are the most common and easiest to understand. Explain that donors can leave a specific amount, a percentage of their estate, or whatever remains after caring for loved ones. Provide sample language they can share with their attorney.
IRA Rollovers and QCDs: IRA charitable rollovers and Qualified Charitable Distributions let people 70½ and older donate directly from retirement accounts. This option often provides tax benefits while supporting your mission. Many donors don't know this opportunity exists, so explain it clearly.
Gift Annuities: Charitable gift annuities let donors receive fixed, guaranteed income for life—after which the remaining funds go to support your organization. These work well for people who want to give but need income security. Explain the basics without getting into complex rate tables.
Simple Beneficiary Designations: Other options include naming your organization as a beneficiary on retirement accounts, bank accounts, or life insurance policies. These gifts don't require lawyers or much paperwork. Some donors can complete them in minutes online or with a simple form.
DAFs, Stock, and Real Estate: Donor Advised Funds have grown tremendously. Many supporters have DAF accounts but don't realize they can name charities as beneficiaries. Real estate and stock gifts offer other possibilities for donors with different assets.

Remember that presenting options isn't about overwhelming people. Group similar gifts together. Focus on the most common ones. Always emphasize that no gift is too small and that you're happy to discuss what might work best for their situation.

Clear Next Steps

Your planned giving page should make it simple for supporters to take the next step. Here are three key ways to do that:

Clear Contact Info: Display contact information prominently at the top and bottom of the page. Include a direct phone number, email address, and the name of a real person. Seeing "Contact Sarah Martinez, Legacy Giving Officer" feels more welcoming than "Contact Development Department."
Simple Inquiry Form: Create a simple inquiry form for people who prefer written communication. Ask only for essential information: name, email, phone, and what they'd like to learn more about. Avoid lengthy questionnaires that feel invasive. You can gather more details during personal conversations.
Downloadable Resources: Offer downloadable resources for people who want to research privately first. A simple PDF guide about including charities in wills, a legacy giving FAQ, or sample bequest language gives visitors something useful while keeping your organization top of mind. Just require an email address for downloads so you can follow up appropriately.

Design Principles That Build Trust

Visual Hierarchy and Readability

A thoughtful design helps all visitors—especially older donors—engage with your content more comfortably and confidently.

Font Size and Contrast: Planned giving pages often serve older audiences who may have vision challenges. Choose fonts at least 16 pixels for body text, with even larger sizes for headings. High contrast between text and background improves readability for everyone. Dark text on light backgrounds typically works best.
Use of White Space: White space is your friend. Crowded pages feel overwhelming, especially when discussing complex topics. Give each section room to breathe. Use shorter line lengths, generous margins, and clear separation between different topics. This approach helps readers focus on one idea at a time without feeling rushed.
Clear, Helpful Headings: Break up content with clear headings that help visitors find what they need. Someone looking for bequest language shouldn't have to read about gift annuities first. Descriptive headings like "Including Us in Your Will" work better than generic ones like "Option 1."

Imagery That Connects

The right visuals can challenge stereotypes, build trust, and help donors see the lasting impact of their gifts. Here are some tips for choosing imagery that connects:

Avoid Age Stereotypes: Photos on planned giving pages often show only elderly people, reinforcing stereotypes about who makes legacy gifts. Instead, show your mission in action. Use images of the families you serve, the environment you protect, or the research you fund. Help visitors picture the future impact of their gift.
Show Real Donor Diversity: When you do include donor photos, show diversity in age, ethnicity, and background. A 45-year-old professional planning for the future is just as relevant as a retired couple. If you have permission to share real legacy donor stories, their photos add powerful authenticity.
Skip Cold Stock Imagery: Avoid generic stock photos of handshakes, gavels, or legal documents. These images make planned giving feel corporate and cold. Your imagery should reinforce warmth, impact, and the continuation of important work.

screenshot of nonprofit Save the Children's legacy giving page featuring a photo of a smiling toddler, a simple contact form, and links to options for providing a legacy gift

What Save the Children Gets Right About Legacy Giving

Here’s how Save the Children’s “Plan Your Legacy” page uses clear, compassionate language and strong visuals to compel legacy giving:

Mission-Focused Imagery: They start with a powerful mission-focused image—a smiling toddler in a Save the Children tent—which immediately centers the purpose of legacy giving: to transform young lives. It feels genuine, not staged or age-specific.
Multiple Contact Options: Contact options are clear and varied. A dedicated phone number and email address give donors options for connecting with the mission.
Simple Inquiry Form: The page includes a simple, approachable form labeled “Share Your Plans,” so people can easily express interest without spending time on a complicated questionnaire.
Free Tool: The organization partners with FreeWill to offer a free online will-writing tool, with a friendly call-to-action button that makes estate planning feel accessible.
Clear Giving Pathways: Clear call-to-action sections invite exploration of different giving paths. They break options into “Gifts That Leave a Legacy,” “Gifts You Can Make Today,” and “Gifts That Pay You Income for Life,” each with its own link to learn more. This structure presents donors with options and allows them to choose which type of giving fits their situation best.
Legal Language and Tax ID: This section gives sample bequest text and displays the nonprofit’s tax ID right away. This makes it simple for donors to include the mission in their will or estate plan.

This page blends clarity with flexibility and trust to make planned giving feel both meaningful and manageable.

Trust Signals

Planned giving can feel intimidating. Your content and design should reassure, not overwhelm. These strategies help create a welcoming, trustworthy experience:

Aim for Polished but Personable: Professional design matters, but warmth matters more. Your planned giving pages should feel polished enough to handle financial matters but human enough to welcome questions. This balance builds confidence without creating distance.
Prioritize Security: If you collect any information through forms, display security badges and privacy assurances. People sharing estate planning interests need to know their information is safe. A simple "Your information is secure and will never be shared" message helps.
Use Testimonials: Include testimonials from other legacy donors if you have them. Hearing why someone else chose to make a planned gift provides social proof and emotional connection. Even one or two short quotes can make a big difference. Just ensure you have proper permission to share these stories.
Highlight Real People: Staff photos and brief bios add personal connection. When someone sees the face of your planned giving officer, they're more likely to reach out. Include what drew this person to your organization. These human details matter when building relationships around such personal decisions.

Mobile Considerations

Many people browse nonprofit websites on phones or tablets, even for important decisions like planned giving. Your planned giving pages must deliver a smooth, user-friendly mobile experience.

Responsive Design Matters: Make sure your pages work well on smaller screens. This means more than just shrinking desktop designs. Navigation should be simple with easy-to-tap buttons and links.
Feature Key Info: Prioritize the most important information for mobile viewers. They might not scroll through long pages, so put contact information and basic gift options up front. Complex tables or side-by-side comparisons rarely work well on phones. Consider how content stacks vertically.
Simplify Mobile Forms: Forms need special attention on mobile devices. Typing on phones is harder, especially for older users. Keep forms short and use appropriate input types. Phone number fields should trigger number keypads. Email fields should show email-friendly keyboards. These small details reduce frustration.

For more on accessible design and photography:

Content Strategy That Inspires Action

Storytelling That Shows Impact

Here’s how to incorporate impactful storytelling within your planned giving pages:

Show Real-World Impact: Stories of past legacy gifts demonstrate real-world impact better than any statistics. Share how a bequest helped you launch a new program, renovate a facility, or endow a position. Be specific about what became possible because someone remembered you in their plans.
Focus On Mission Connection: When sharing donor stories, focus on their connection to your mission rather than dollar amounts. Talk about the volunteer who included you in her will after decades of service. Describe the grateful parent whose child you helped and who wanted to ensure other families received the same support. These motivations resonate with potential donors considering their own legacy.
Showcase Future Possibilities: Paint a picture of future impact. Help readers imagine what their gift could accomplish years from now. Will it provide scholarships for students not yet born? Fund research for treatments not yet discovered? Protect land for generations not yet exploring? This forward-looking perspective connects today's decision with tomorrow's possibilities.
Respect Privacy: Always get written permission before sharing donor stories. Some families prefer privacy while others want recognition. Respect these wishes while still finding ways to illustrate the power of legacy gifts through composite stories (or anonymous examples when needed).

How Anera Brings Legacy Giving to Life Through Storytelling

Nonprofit organization Anera does a wonderful job of honoring their legacy society members by spotlighting them on their website. Instead of just listing names or donation amounts, they share meaningful stories that capture each donor’s why.

For example, supporter Marjorie Anderson’s legacy donor story reflects how a thoughtful donation from a friend in her name sparked her ongoing connection to Anera’s mission—and ultimately inspired her to include the organization in her will.

Story of legacy donor Marjorie Anderson sharing why she included nonprofit Anera in her will

These personal narratives bring legacy giving to life and show future donors that planned gifts are about values, not just wealth. Storytelling is a warm, authentic way to recognize supporters and invite others to imagine their own impact.

Addressing Concerns Directly

People hesitate about planned giving for predictable reasons. Address these concerns head-on with compassion and clarity:

Wealth Worries: Many worry they're not wealthy enough to make a difference. Share examples of modest gifts that created significant impact. Explain that every gift matters and that collective legacy giving transforms organizations.
Fears About Complexity: Complexity fears stop many potential donors. Acknowledge that estate planning can feel overwhelming, then show how simple some gift options really are. Changing a beneficiary designation takes minutes. Adding a charitable gift to an existing will requires just a paragraph. Not every planned gift needs complicated legal structures.
Family First Concerns: Family concerns deserve special attention. Many people worry about providing for loved ones first. Explain options like giving what remains after the family is cared for. Share how charitable gifts can actually provide tax benefits that help families. Emphasize that you understand family comes first and that there are ways to support both family and charity.
Organization Stability: Some donors worry about your organization's future stability. Address this by highlighting your history, sharing your strategic vision, and demonstrating fiscal responsibility. If you have an endowment or reserves, mention them. Show that you're planning for the long term just as they are.

Benefits to the Donor

When discussing legacy giving, present the main advantages in a straightforward, donor-focused way that respects varied motivations and preferences.

Tax Advantages: Tax benefits matter but shouldn't dominate your messaging. Explain benefits simply without turning your page into a tax seminar. Mention that charitable bequests are generally deductible from estate taxes. Note that gifts of appreciated assets can avoid capital gains. Keep these explanations brief and always recommend consulting professional advisors.
Income Opportunities: Income opportunities through gift annuities or charitable remainder trusts appeal to some donors. Explain these options in plain language, focusing on the security and income they provide rather than complex calculations. Many retirees appreciate gifts that give back while supporting causes they love.
Emotional Benefits: The personal fulfillment of legacy giving often matters most. Discuss the satisfaction of knowing their values will live on. Highlight how planned gifts let people make larger contributions than possible during life. Talk about the meaning that comes from being part of something lasting.
Recognition Options: Opportunities for recognition vary by donor preference. Some want their name on buildings or programs. Others prefer quiet anonymity. Explain your recognition options while emphasizing that the choice is always theirs. Legacy societies provide community for donors who want connection with like-minded supporters.

Tools and Resources

Clear information and free tools empower donors to make informed planned giving decisions. Consider offering resources like these on your nonprofit website:

Gift Calculators and Tools: Helpful tools make planned giving feel more approachable. If you offer gift calculators for annuities or remainder trusts, keep them simple with clear explanations. Not every organization needs complex calculators. Sometimes a simple chart showing how different gift types work is more helpful.
Sample Bequest Language: Sample bequest language saves donors and attorneys time. Provide a few options from simple to more complex. Include your legal name, tax ID number, and address. Make this language easy to copy and share. Consider offering it as a downloadable PDF for convenience.
FAQs: Create a frequently asked questions section addressing common concerns. Cover basics like how to start the process, who to talk to, and what information you'll need. Include questions about changing minds, gift minimums, and timeline. Real questions from actual conversations work better than generic ones.
Comprehensive Guides: A comprehensive guide or estate planning kit gives supporters something tangible. This might be a printed booklet or downloadable PDF covering gift options, tax benefits, and planning worksheets. Keep the tone friendly and helpful rather than pushy. These resources position you as a helpful partner in their planning process.

For more on storytelling and testimonials:

Promoting Your Planned Giving Program

Integrating With Your Overall Marketing

Planned giving shouldn't exist in isolation from your other fundraising efforts. Weave legacy giving messages into regular communications where appropriate to keep legacy giving top of mind and inspire donor interest.

Newsletter and Annual Report Mentions: Your newsletter might include a brief legacy donor profile. Annual reports can highlight how past bequests made current programs possible. These gentle reminders keep planned giving visible without seeming pushy.
Targeted Email Campaigns: Email campaigns to appropriate segments work well for planned giving promotion. Focus on long-time donors, volunteers, and older supporters who've shown deep engagement. Craft messages that acknowledge their past support and invite them to consider their lasting legacy. Avoid mass blasts to your entire list, which can seem impersonal for such a personal decision.
Direct Mail Outreach: Direct mail still matters for planned giving, especially for older donors who prefer physical communications. A thoughtful letter twice a year can prompt estate planning considerations. Include a simple response card for those interested in learning more. Make these mailings personal and mission-focused rather than technical.
Recognition In Publications: Normalize planned giving by listing legacy society members in annual reports (if they've given permission). Share brief quotes about why they chose to include your organization in their plans. This social proof encourages others to consider similar gifts.

How CFAAC’s Annual Report Integrates Planned Giving and Donor Recognition

The Community Foundation of Anne Arundel County’s “2024 Annual Report to the Community” incorporates planned giving messages and acknowledges crucial donors in a warm, thoughtful way. The report recognizes its donors by name and gently reinforces the idea that legacy gifts, donor advised fund holders, and other types of long-term support are vital to the community’s future.

By including donors in the broader narrative of generosity and community change, CFAAC makes planned giving feel like a natural and meaningful part of their mission, rather than just a financial transaction.

screenshot of the "Funds at CFAAC" section of the Community Foundation of Anne Arundel County’s 2024 annual report

Working With Gift Officers and Development Staff

Your entire development team should understand planned giving basics. Here’s how to train your team to recognize and respond to legacy giving opportunities so you can strengthen donor relationships and grow your program:

Recognize Donor Signals: Train staff to recognize when donors might be ready for legacy gift conversations. Comments like "I wish I could do more" or "I want to help after I'm gone" are natural openings for planned giving discussions.
Provide Simple Talking Points: Create simple talking points that any staff member can use. They don't need to explain complex trust arrangements. They just need to plant seeds and make appropriate referrals. A volunteer coordinator who hears a long-time volunteer mention updating their will should know to connect them with your planned giving officer.
Engage Major Gift Officers: Major gift officers often find the best planned giving prospects among their donors. Someone who's given generously for years may be ready to consider estate gifts. Train major gift staff to bring up legacy giving naturally during donor visits. Many donors are relieved when organizations they trust help them think through these decisions.
Foster Internal Communication: Regular communication between planned giving and other development staff prevents missed opportunities. Share success stories internally so everyone understands planned giving's impact. When staff see how a bequest funded a new program, they become better advocates for legacy gifts.

Connecting With Professional Advisors

Estate attorneys, financial planners, and accountants guide many charitable giving decisions. Building relationships with these professionals expands your planned giving reach, as they can suggest your organization when clients ask about charitable options.

Here are some tips for connecting with professional advisors:

Identify Key Advisors: Start by identifying advisors who already support your mission or serve your donors.
Host Educational Events: Educational events for professional advisors work well when done thoughtfully. Host a breakfast briefing about your mission and impact. Focus on your work rather than technical gift structures they already understand. Provide materials they can share with clients interested in charitable giving.
Create Advisor Groups: Some organizations create professional advisor committees or recognition programs. These groups provide networking opportunities while keeping your mission visible among influential advisors. Even informal relationships with a few key professionals can significantly boost planned giving.
Respect Advisors’ Role: Remember that advisors prioritize their clients' interests. Never ask them to pressure anyone toward gifts. Instead, position yourself as a resource when clients express charitable intent. Provide clear materials about your mission and gift acceptance policies. Make it easy for advisors to include you in appropriate conversations.

Technical Considerations

Forms and Data Collection

Follow these tips for building forms that balance the collection of key details with respect for donor privacy (while also encouraging engagement):

Gather Essential Information: Planned giving inquiry forms should gather useful information while respecting privacy. Essential fields include name, email, phone, and what types of gifts interest them. Optional fields might cover age range, timeline for making a gift, or whether they've already included your organization in their plans.
Ensure Privacy and Security: Privacy and security matter enormously when collecting planned giving information. Use secure forms with SSL encryption. Store data safely and limit access to essential staff. Be transparent about how you'll use their information. A clear privacy policy linked from your form builds trust.
Optimize Form Design: Form conversion improves with thoughtful design. Use encouraging button text like "Start a Conversation" rather than generic "Submit." Keep forms short enough to complete quickly. Consider progressive forms that gather basic information first, then ask for more details during follow-up conversations.
Set Clear Expectations: Thank people immediately after form submission. An automated email confirming receipt and promising personal follow-up within a specific timeframe sets appropriate expectations. Then ensure someone actually follows up when promised. Breaking this promise damages trust significantly.

Page Versus Microsite Decisions

Your organization’s size and resources should guide whether you use a single page or a microsite for planned giving content.

Benefits of a Single Page

Simple organizations might need just one comprehensive planned giving page. This approach works when you have straightforward gift options and clear messaging. Everything stays in one place, making maintenance easier and navigation simpler for visitors.

Advantages of a Microsite

Larger organizations or those with mature planned giving programs might benefit from a microsite. This allows deeper content about various gift types, more donor stories, and specialized resources. Microsites can have their own visual identity while maintaining connection to your main brand.

Assessing Your Resources

A robust microsite requires ongoing content creation and maintenance, and navigation between your main site and microsite needs careful attention. Visitors should move seamlessly between sections without confusion. Consistent branding and clear pathways back to your main site prevent people from feeling lost.

If you can't sustain that effort, a single well-designed page serves better than an elaborate but outdated microsite. Start simple and expand as your program grows.

How Two Nonprofits Make Different Types of Legacy Giving Work

Let’s take a look at an example of a planned giving microsite versus a planned giving website page.

The Humane Society of Pikes Park Region runs a planned giving microsite dedicated entirely to legacy gift options. It features clean navigation, warm imagery of pets and people, and donor-friendly sections like “Gifts That Pay You Back” and “Tax-Smart Gifts.”

screenshot of the hero message on the Humane Society of Pikes Park Region's charitable giving microsite

The “Popular Gifts for the Future” section makes it easy to learn about gifts via a will or trust and beneficiary designations, while the “Popular Gifts for Today” section enables supporters to discover donation options that mesh with their financial circumstances and goals.

screenshot of the "popular gifts" sections on the Humane Society of Pikes Park Region's charitable giving microsite

The microsite also includes integrated tools like a free will planner and helpful FAQs section that responds to supporters’ common objections to legacy giving, like the question of whether an estate is large enough for leaving a planned gift.

screenshot of the FAQ section and free will creation tool of the Humane Society of Pikes Park Region's charitable giving microsite

Everything is designed to support a donor’s journey from curiosity to action—all in one place, with no distractions.
Meanwhile, the Home for Little Wanderers hosts a simpler planned giving page as part of their main site. This page offers clear, concise text that outlines different legacy giving options like bequests, life insurance, and charitable trusts. Contact information is easy to find, and donors get the essentials without having to navigate a separate site. It’s straightforward, effective, and much easier to maintain if you don’t have a big team or budget.

screenshot of nonprofit The Home for Little Wanderers' gift planning web page

Both approaches are great—they just serve different needs. Microsites work well for larger organizations with the capacity to build and maintain a more robust online experience. Smaller organizations can still make a big impact with a well-written, easy-to-navigate page that respects the donor’s time and interest.

What matters most is having something available and making it easy for supporters to take the next step.

Integration With CRM

A well-configured customer relationship management (CRM) system helps you track, nurture, and steward legacy donors effectively over time.

Track Detailed Gift Information: Your constituent relationship management system should track planned giving interests and commitments. Create fields for gift type, estimated value, and timeline. Track all interactions from initial inquiry through gift realization. This information helps you provide appropriate stewardship and recognition.
Use Automation Thoughtfully: Automation can improve follow-up without feeling impersonal. Set reminders for regular check-ins with legacy society members. Create workflows that trigger appropriate communications based on donor actions. Just ensure automated messages still feel personal and relevant.
Focus On Long-Term Stewardship: Stewarding planned giving relationships requires long-term thinking. Someone who expresses interest today might not make a gift for decades. Your CRM should help you maintain meaningful contact over years. Track birthdays, interests, and connection points that enable personal outreach.
Integrate Your Website and CRM: Integration between your website forms and CRM saves time and reduces errors. When someone submits a planned giving inquiry, their information should flow directly into your database. This immediate capture ensures no interested donor falls through cracks during manual data entry.

Legal Disclaimers

Legal language is important, but it should support—not overwhelm—your planned giving pages.

Use Legal But Clear Language: Legal language is necessary but shouldn't dominate your pages. Include required disclaimers about seeking professional advice, but write them as clearly as possible. "We recommend consulting your financial advisor or attorney" sounds better than lengthy legal paragraphs.
Be Strategic: Place disclaimers strategically rather than scattering them throughout. A brief note at the top mentioning professional consultation, with more detailed language at the bottom, provides legal protection without disrupting the reading experience. Use smaller but still readable fonts for disclaimer sections.
Include State-Specific Requirements: Different states have varying requirements for charitable gift annuities and other planned giving vehicles. If you operate nationally, note any state-specific requirements clearly. Link to detailed information rather than cluttering main pages with state-by-state variations.
Recommend Advisors Carefully: Always recommend professional advisors without endorsing specific individuals. This protects both you and donors while ensuring they get appropriate guidance. Encourage donors to work with advisors who understand their complete financial picture and philanthropic goals.

For technical optimization:

Common Mistakes to Avoid

Steer clear of these frequent mistakes to create a more effective and inclusive legacy giving program:

Too Formal and Legalistic: Organizations often make their planned giving pages too formal with complicated legal jargon. When every paragraph sounds like it was written by attorneys, real humans disconnect. You can be accurate without being intimidating. Save legal precision for actual documents, not marketing pages.
Hard-to-Find Information: Hiding planned giving information deep in your website wastes opportunity. If visitors need three clicks and a search to find legacy giving options, you've already lost most potential donors. Make these pages easily discoverable through clear navigation and strategic internal links.
Ignoring Your Broader Donor Base: Focusing exclusively on wealthy donors ignores your broader supporter base. When all examples feature major gifts and complex trusts, modest donors assume planned giving isn't for them. Include varied gift sizes and simple options to welcome everyone.
Poor Follow-Up: Lack of follow-up kills more planned giving programs than any other factor. When someone expresses interest and hears nothing for weeks, they move on. Create systems ensuring timely, personal responses to every inquiry. Track follow-up in your CRM to prevent anyone from being forgotten.
Outdated Content: Content grows stale quickly without regular updates. Old staff photos, outdated tax information, or obsolete programs make your organization seem inactive. Schedule quarterly reviews of planned giving pages. Update names, photos, and examples to keep everything current.
Age Assumptions: Age assumptions limit your donor pool unnecessarily. Not everyone considering planned gifts has gray hair. Young professionals updating wills for new children often include charitable gifts. Parents teaching values to teenagers might model legacy giving. Welcome all ages in your imagery and messaging.
Ignoring Modern Giving Options: Ignoring modern giving vehicles like IRA charitable distributions and Donor Advised Funds means missing major opportunities. These options have grown tremendously, but many organizations still focus only on traditional bequests. Educate yourself and your donors about all available options.
Lack of Staff Education: Team training often gets overlooked in planned giving programs. Your receptionist might field the first call from a potential legacy donor. Your program staff might hear comments about estate planning during casual conversations. Everyone should know basic responses and referral procedures.

Getting Started: Your Action Plan

Quick Wins You Can Implement Today

Implement these simple website improvements to make a big difference in raising awareness and encouraging legacy gifts:

Improve Navigation: Start by improving your website navigation. Add "Leave a Legacy" or "Planned Giving" to your “Ways to Give” menu. If you don't have a planned giving page yet, create a simple one with basic information and clear contact details. Remember: perfect is the enemy of good here. A basic page beats no page every time.
Offer Sample Language: Add sample bequest language to your website immediately. Donors and their attorneys need specific wording including your legal name and tax ID number. Post a few options from simple percentage gifts to more complex arrangements. Make this language easy to find and copy.
Explain IRA Charitable Distributions: Include information about IRA charitable distributions for donors over 70½. Many supporters don't know about this tax-advantaged giving option. A simple paragraph explaining the basics and offering to provide more information can generate immediate interest.
Mention Planned Giving On Your Donation Page: Update your donation page to mention planned giving options. Add one sentence like "Did you know you can also support our mission through your will or retirement accounts?" with a link to more information. This simple addition plants seeds with current donors.

Next Steps for Growth

Taking these practical steps can help you engage donors and grow your legacy giving efforts:

Craft Donor Stories: Develop at least two compelling legacy donor stories to share. Interview willing donors about why they chose to include your organization in their plans. Focus on their connection to your mission rather than gift technicalities. These stories become powerful tools for inspiring others.
Create Downloadable Resources: Create downloadable resources that provide real value. Start with a simple guide to including charities in wills. Add an FAQ addressing common concerns. Consider a legacy planning worksheet helping donors think through their philanthropic goals. Require email addresses for downloads to enable follow-up.
Educate Your Staff: Train your entire team on planned giving basics. Schedule a lunch-and-learn covering gift types, how to recognize interested donors, and referral procedures. Give everyone language for responding to estate planning mentions. When all staff understand planned giving, opportunities multiply.
Build Advisor Relationships: Build relationships with at least three professional advisors in your community. Start with those already connected to your organization. Invite them for coffee and mission updates. Position yourself as a resource when their clients express charitable interests. These relationships develop slowly but pay tremendous dividends.

Measuring Success

Tracking the right metrics helps you understand and improve your planned giving program’s effectiveness over time. Here’s how to measure your legacy gift success:

Monitor Website Engagement: Track website metrics that matter for planned giving pages. Monitor page visits, time spent reading, and download rates for resources. Low time on page might indicate confusing content. High downloads with low follow-up contact suggest a need for better calls to action.
Evaluate Form Quality: Form submissions provide obvious metrics but dig deeper into quality. How many inquiries convert to actual conversations? What percentage ultimately make gift commitments? Understanding your pipeline helps identify where prospects get stuck.
Track Conversations: Meeting metrics matter as much as online ones. Track how many planned giving conversations happen monthly. Monitor whether these come from website inquiries, referrals, or proactive outreach. Set realistic goals for growing these personal interactions.
Follow Legacy Commitments: Actual legacy commitments are the ultimate metric, but they develop slowly. Track both new commitments and realized gifts. Celebrate every success while understanding that planned giving is a long-term investment. Some donors who express interest today won't make gifts for decades.
Watch IRA and DAF Gifts: IRA and DAF gifts provide more immediate feedback on your program's effectiveness. These gifts can happen quickly once donors learn about the options. Track both the number and size of these gifts as indicators of overall planned giving health.

For tracking success:

Empowering Supporters to Leave Legacies That Last

Your mission deserves the sustainable support that planned gifts provide. Whether you're feeding hungry families, protecting natural resources, or advancing medical research, legacy gifts can transform your capacity for good. The pages you create and improve today plant seeds for impact that will bloom for generations.

But creating effective planned giving pages doesn't require massive resources or demand perfection. It requires clarity about your mission, empathy for your donors, and commitment to making the process approachable. Every improvement you make, no matter how small, opens doors for supporters who want their values to outlive them.

Remember that behind every planned gift is a person making one of their most meaningful decisions. They're choosing to link their life's story with your organization's future. Honor that choice by making the process clear, personal, and inspiring.

So take one action today. Update your navigation. Draft bequest language. Schedule a conversation with a long-time supporter. Every journey begins with a single step, and every legacy gift begins with someone learning it's possible. Make it possible for your supporters to leave the legacy they dream about. Your mission's future depends on it.

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