Encouraging planned giving takes persistence and patience. It necessitates building a trusting relationship with prospective donors. While you can build these connections in many ways, the process often begins online. Consider that, according to Giving USA’s Giving by Generation report, Gen Z, millennial, and Gen X donors said that a charity’s website was most likely to influence their giving, while boomers said it was the second most influential item (after direct mail).
A planned giving website can heighten your visibility, boost your credibility, and reach donors who prefer to explore their options privately and on their own time. To boost your site’s success, it’s important to thoughtfully analyze all elements to ensure that it’s engaging, informative, and inspiring. Start by considering the following five key components that help site visitors easily access information and feel motivated to engage and give.
1. Make the site inviting.
It’s important to create a visually appealing site. Remember that your website welcomes supporters and introduces new people to your organization. The look and feel of your site create a first impression—ideally, one that is positive and makes visitors want to explore further. Consider the following questions:
• Are your photos strong, interesting, and closely tied to your mission?
• Do you use enough “white space,” so the page doesn’t feel crowded and overwhelming?
• Have you employed a consistent look that reflects your brand, mission, and marketing strategy?
• Does your site work just as well on a computer or a phone?
2. Add clear and useful content.
Planned giving can involve complex concepts, tools, and strategies. Your website should make information easy to find and simple to understand. Carefully consider how you provide the following:
• Gift explanations. Use clear, concise language to describe each gift option and how it works, including up-to-date information on the associated tax benefits. Consider enhancing text with graphics, examples, or other aids to increase understanding.
• Tools for gift exploration. Design your content to point donors in the right direction for their situation. This can be accomplished by categorizing gift options by the donor’s age, expected gift asset, or desired tax or planning benefit.
• User-friendly navigation. Make it as quick and easy as possible for donors to find the information they want. Clearly label tabs, logically organize the menu, and employ links within the site to increase donor confidence and satisfaction.
3. Emphasize the impact of a gift.
Balance the basics of various gift options with more emotional elements. Include content that highlights the importance of your work, details the impact of donations, and expresses appreciation for all those who help you accomplish your mission. Consider incorporating the following in your planned giving site:
• Donor stories. Share stories of supporters who made gifts and include the benefits and importance of their actions. These stories create an emotional connection with the reader and offer valuable insights into the impact of a planned gift.
• Impact details. Share quotes or stories from those who have benefited from your organization’s work, or highlight recent gift-funded accomplishments so potential donors can see how their gift can make a real difference.
• Legacy society information. A legacy society shows gratitude for donors and celebrates their willingness to support your work well into the future. This helps build a relationship of trust and appreciation. Invite supporters to join or let you know if they have already made a gift that qualifies them for membership.
4. Offer ways to make gifts more personal.
A supporter may value your mission and understand the personal planning benefits of making a gift but still not take action. Sometimes, making the gift even more personal helps them reach the tipping point. Consider including information about:
• Making gifts in honor or in memory of loved ones
• Designating gifts to be used in support of a particularly meaningful program, area, scholarship, or purpose
• Contributing to or creating endowment funds to support your organization’s ongoing general or specific needs in perpetuity
5. Encourage donors to connect.
Nurturing planned gifts can be a slow and sometimes complicated process, but it is certainly worth the patience that’s required. While a successful website won’t speed up donations, it can identify and inspire donors and make it easy for them to ask questions or request help. Make reaching out to you as easy as possible with “Contact Us” buttons throughout the site. In addition, let them know what you can do for them when they do make contact, such as:
• Supply additional information
• Send free planning guides, informative brochures, or will planning guides
• Run personal calculations
• Start a private conversation about their personal situation and goals
• Work alongside a donor’s attorneys and advisors
Creating and maintaining a planned giving website can be a big undertaking. Make sure you’re optimizing your site to best connect with potential donors and inspire them to support your work.
The EDS Planned Giving Website product incorporates these best practices, providing strong, donor-centric content that’s personalized to your mission and your voice—all while minimizing the effort required to create and maintain the site. Want to learn more? Visit our website.
