Transform Your Charity’s Fundraising With Wills.com: A Step-by-Step Guide for Non-Profits

Why a Strategic Approach to Planned Giving is Essential

In the competitive landscape of non-profit fundraising, charities often need to take a strategic approach to securing the funding needed to keep operating and fulfill their mission. While traditional methods can continue to be an important part of your fundraising strategy, they often fall short when you are looking to secure long term funding that will create stability for your organization for years to come. For this reason, a strategic approach to planned giving is essential for sustainable growth and long term financial stability. It allows you to secure valuable donations that will help ensure that your organization will be around for many years to come. To take a strategic approach, you must intentionally focus on building relationships with your donors and providing them with all of the tools and resources they need to fulfill their financial goals, while also furthering your mission. A strategic approach to fundraising does not happen by chance, you must be intentional and thoughtful about what your goals are and how you plan to reach them.

Planned giving is more than just a supplemental funding source; it’s a fundamental component of long term sustainability. It allows you to engage donors in a way that ensures they feel valued and respected, and it allows you to build relationships that will lead to more consistent and meaningful donations, not just now but also into the future. Because of this, it is important to approach fundraising in a thoughtful and strategic manner, and always consider the long-term goals of your organization.

Step 1: Understanding Planned Giving and Bequests

Before diving into Wills.com, you must have a clear understanding of what planned giving and bequests actually are. Here are the basics:

• Planned Giving: Planned giving is a method of fundraising that includes any donation that a donor has planned for their future, such as gifts in a will, charitable trusts, or life insurance policies. This is not an immediate donation, but is a long term method of securing gifts for the future.
• Bequests: A bequest is a specific gift that is given through a will, and can consist of a specific amount of money, a piece of property, or a percentage of the estate.
• Legacy Gifts: Legacy gifts are donations that are made through wills, trusts, or other estate planning tools, and often occur after a donor’s lifetime.
• The Importance of Intentionality: When you understand that all of these options are a part of planned giving, you can then begin to plan ways to actively solicit planned gifts from your donor base.

By gaining a solid foundation on all of the components of planned giving, you will be better positioned to reach potential donors and to begin to build a long-term strategy for planned gifts to your organization. This is an essential part of your overall plan for financial sustainability and should always be considered.

Step 2: Setting Up Your Charity Profile on Wills.com

The first step in utilizing the wills.com platform is to set up your charity’s profile by following these steps:

1. Visit Wills.com: Navigate to the section designed for charities and non-profit organizations, by going to the main page and clicking the “for non-profits” tab.
2. Create an Account: Follow the instructions to create your organization’s profile, including choosing an email and password, and following all of the on-screen prompts to register.
3. Add Your Organization Information: Provide your organization’s full legal name, address, tax ID number, and contact information. Be sure to include an email and phone number where you can be contacted.
4. Craft a Compelling Description: Write a clear and concise summary of your mission, values, and the impact that your organization has on the community you serve. This is a chance for you to make a first impression, and you should always try to make it a good one.
5. Upload High-Quality Images: Add high-resolution images and your organization’s logo to enhance your profile and make it more eye-catching, and make sure all the graphics are a reflection of your organization’s brand.
6. Review Your Information: Always double check all of your information for accuracy and also make sure that your organization’s profile is as compelling and effective as possible.

This step is very important because your profile is the first thing potential donors will see, and you want to be sure that it is a good representation of all that your organization has to offer. Be sure to take your time and craft a profile that will be as effective as possible. You want to stand out from all of the other organizations and give people a reason to choose yours.

Step 3: Promoting Your Wills.com Listing to Your Donors

Once you have successfully set up your profile, you must then take the time to promote your wills.com listing to your current donors and also to those who may not be familiar with your organization. Here are some of the most effective ways to promote your wills.com listing:

• Website: Add a link to your wills.com listing on your organization’s website, so those who are learning about your organization will also see your wills.com listing.
• Email Campaigns: Send out email blasts to your current donor list, highlighting the importance of planned giving and how they can include your charity in their will.
• Social Media: Share your listing on your social media platforms and reach a wider audience of people who may have an interest in your organization.
• Newsletters: Include information about planned giving in your newsletters, both physical and digital.
• Events: Mention wills.com at your events and provide handouts for potential donors, including information about planned giving.
• Partnerships: Partner with other organizations and promote each other’s listings, so you can both reach a wider audience.

By actively promoting your wills.com listing, you will be increasing your visibility to a wider audience of potential donors, and you will also be taking a proactive role in the planned giving space. Do not let this opportunity to get your name out in the community slip through your fingers. Promote your listing today and begin connecting with a whole new world of potential donors.

Step 4: Educating Your Donors About Planned Giving

Many donors may not be aware of all of their planned giving options, which is why it is so important to actively educate them on the various ways to support your organization through wills and trusts. Here are some key ways to begin the education process:

• Create Informational Content: Develop articles, blog posts, videos, and other content that explain the benefits of planned giving, and why it is such an important choice for many donors.
• Host Workshops and Webinars: Offer free workshops and webinars on estate planning topics, inviting potential donors to come and learn more about their options.
• Provide Case Studies: Share real-life examples of how planned gifts have helped your charity make a difference and how other donors have chosen to leave a lasting legacy through a planned gift.
• Offer a Planned Giving Guide: Create an easy to use guide that potential donors can use to learn more about planned giving, and how they can easily include your organization in their estate plan.
• Highlight Legacy Donors: Recognize and celebrate the generosity of your legacy donors, and help them to share their stories about why they choose to give to your organization.
• Utilize Wills.com Resources: Use the wills.com platform to educate donors on how to include your charity in their will, by providing easy and accessible instructions for all users.

By utilizing these techniques you will be showing your potential donors that you care about their needs, and you will also be empowering them to make informed decisions about their future. Education is the key to successful planned giving and it must always be a top priority for your organization. By making an effort to connect with your donors, you will be laying the foundation for a long and valuable relationship.

Step 5: Building Relationships with Potential Legacy Donors

Building relationships with planned giving donors is crucial for long term success. Here are some methods to build connections with your potential donors:

• Personalized Communication: Follow up with potential donors who have indicated an interest in planned giving, and personalize your messaging to them and their particular needs.
• Offer Opportunities for Engagement: Invite donors to attend events, workshops, and other activities so they will feel like a part of the organization.
• Provide Regular Updates: Share news and updates about your organization and how planned gifts are helping you to achieve your mission, keeping your donors updated on your overall success.
• Express Gratitude: Always express gratitude and appreciation for their interest and support.
• Make it Personal: Reach out to donors on a personal level, showing them that you value their input and their values.
• Be Available: Always be available to answer their questions, and take the time to show you care about their concerns.

Building solid relationships with your donors is an essential part of your planned giving strategy. When your donors feel valued and respected, they are far more likely to continue their support for your organization, and to make a lasting impact with their gifts.

Step 6: Tracking Your Success and Adapting Your Strategy

Once you have a plan in place and are actively engaging with your potential donors, you must now track your progress so that you can adapt and improve your strategy as needed. Here are the key things to track:

• Number of Inquiries: Track how many people are using wills.com to find information about your organization.
• Number of Bequests: Track the number of bequests that your organization has received.
• Total Revenue Generated: Measure the total revenue generated through planned giving, so you can understand your return on investment.
• Donor Engagement: Use data to learn more about your donors so you can better target your efforts and tailor your approach to their particular needs.
• Adjust Your Strategies: Continually adjust your strategy to address the changing environment and to continually improve your efforts.

By utilizing data you will be able to understand what is working, and what is not, and you will also be in the best position to allocate your resources in the most effective way possible. With strategic and data driven planning you will be well on your way to creating a more sustainable future for your organization, and for the community you serve.

Wills.com: Your Long-Term Partner in Fundraising Success

At Wills.com we want to be your partner in all aspects of fundraising and we want to help ensure you are meeting your goals and setting yourself up for success for the future. We are committed to providing you with all of the tools and resources you need to thrive. We are dedicated to your success and are here to help you every step of the way.

Conclusion

By following this step-by-step guide, you will be able to leverage the power of Wills.com to transform your charity’s fundraising efforts and create a foundation for long term success. By being strategic in your planning, and also by continually educating yourself and your donors, you will be creating an opportunity for real and lasting growth. Use Wills.com as a key tool for reaching your full potential and building a brighter future for your organization.