A donor may leave a conversation with you ready to include your organization in their estate plans. Another may make that decision without ever contacting you, working with their attorney or financial advisor behind the scenes. In either case, your website and resources can help the donor and their advisors put the intended gift in place.
National Estate Planning Awareness Week is a useful time to evaluate whether donors can easily find what they need. The goal is to help donors carry their charitable intentions into the conversations, documents, and account updates that complete their plans.
Prepare Donors for the Conversation That Comes Next
When a donor meets with an attorney or financial advisor, having clear information about your organization can help them communicate their wishes and address practical questions. What will they need from you to put their intended gift in place?
1. A point of contact
Identify a specific person or planned giving contact, with a direct phone number and email address. Include these details on relevant website pages and downloadable resources, rather than relying on a general “Contact Us” page. Encourage donors and advisors to ask questions. Check periodically to ensure that the contact information is still current, particularly after staffing changes.
2. Estate planning resources
Supply a practical checklist to help donors organize their intentions and questions before meeting with an attorney or financial advisor. Prompt them to consider the type of gift they want to make, which assets they might use, whether they want to retain flexibility, and who they want to be involved in the process. Keep the resource brief and easy to understand, with room for donors to record questions for their advisors.
3. Correct identification information
Provide your organization’s legal name, address, and tax ID/EIN in one clearly identified location on your planned giving website. Link to that page from newsletters, direct mail, and other communications so donors and advisors have a reliable source for these details. If your organization has multiple affiliated entities, make clear which one should receive the intended gift. Correct identification can help prevent confusion or delays later.
4. Sample bequest language
Offer straightforward sample language for common bequests, such as a specific dollar amount or a percentage of an estate. Make it easy to copy, print, or download. Identify the language as a starting point for discussions with an attorney, rather than legal advice. If a donor wants to support a particular program or purpose, encourage a conversation with your organization before the attorney finalizes the provision.
5. Beneficiary designation information
Help donors understand how your organization can be named as a primary or contingent beneficiary of a retirement account, life insurance policy, or other eligible account. Provide the organization’s identifying information and direct donors to their account provider for the appropriate forms or online instructions. A short, downloadable guide can explain the options and give donors something practical to share with an advisor. Keep this guidance distinct from sample bequest language so donors can easily find the information relevant to their gift.
6. Gift notification information
Invite donors to tell you about their plans through a clearly labeled link, such as “Tell Us More About Your Gift.” Keep the form short and mobile-friendly, and explain what happens after they submit it. Let donors share what they are comfortable disclosing. A welcoming invitation can open a conversation, give you an opportunity to thank them, and help you understand their wishes.
Review Your Website Through an Advisor’s Eyes
Review your website as if you were an advisor who had never worked with your organization. Can you quickly find its legal identification, sample bequest language, beneficiary designation information, and a direct contact? Ask a colleague unfamiliar with the pages to try the same exercise.
When an Attorney or Financial Advisor Reaches Out
Make sure staff know who should handle advisor inquiries and where to find current gift policies, procedures, and sample language. Establish a process for referring questions about unusual assets, restrictions, or legal language to the appropriate person, and respond promptly when an advisor is working toward a deadline.
Keep responses within your role: explain your organization and its gift procedures, while leaving legal, tax, and financial advice to the donor’s advisors. Before sharing donor-specific information, confirm that the donor has authorized the disclosure. Making useful information easy to find, share, and act on can help donors complete their intended gifts—even when you are not in the room.
