Designing planned giving & legacy pages: Making complex endowments approachable.

Planned gifts—such as bequests in a will, charitable gift annuities, IRA qualified charitable distributions (QCDs), and Donor-Advised Funds (DAFs)—represent the largest gifts a nonprofit organization will ever receive. Over the next two decades, an unprecedented $84 trillion wealth transfer is taking place from Baby Boomers to future generations and charitable causes.

Yet, most nonprofit planned giving pages are dry, intimidating, and filled with dense tax attorney terminology that frightens away everyday donors who love your mission. Redesigning your legacy pages with warmth and clarity opens the door to transformational estate gifts.

"A legacy gift is not about wealth; it is about values. Your website should show donors how anyone, regardless of income, can leave a lasting legacy for the cause they love."

The 4 Essential Components of an Approachable Planned Giving Hub

1. Plain-English Vehicle Explanations

Break down planned giving methods into approachable, bite-sized sections: Gifts in a Will (Bequests), Retirement Plan Beneficiaries, Life Insurance, and Appreciated Stocks.

2. Copy-and-Paste Sample Bequest Language

Provide estate attorneys and donors with an easily copyable snippet containing your organization’s exact legal name, tax identification number (EIN), and standard unrestricted bequest wording.

3. Direct Integration with DAF Direct & FreeWill

Integrate widgets like DAF Direct (allowing donors to grant directly from Fidelity, Schwab, or BNY Mellon) and free online estate planning tools (like FreeWill) that simplify will creation.

4. Confidential Legacy Intent Notification Form

Many donors include a nonprofit in their will without ever notifying the charity. A discreet, no-obligation "I Have Included You in My Will" notification form allows development teams to welcome legacy donors into your recognition society during their lifetime.