The Planned Giving Blogger

The art and science of planned giving.

PG Website tip #2

with 2 comments

A couple of weeks ago I offered a tip for your website based on audits of some nonprofit websites I’ve recently conducted.  Here’s tip #2:

You should make sure to always include your case for giving prominently on your gift planning site. Except for donor stories that sometimes include a quote that serves as a strong vote of confidence in the organization, the websites I’ve audited don’t directly make the case for why, if the donor is including a charitable provision, it should be made to ABC organization rather than XYZ organization.

You can bet the donor visiting your site is also giving to other organizations, and more than likely organizations doing related work.  When I was at PVA, copies of wills we received always included Blinded Veterans, Disabled American Veterans and other veterans groups.  So, we should make sure our websites do a good job of reinforcing “why us.”

And rather than add more content to what already seem to be content-heavy websites, for my money, we can dispense with virtually every online word about the more complex and infrequently used gift vehicles in favor of content for donors just starting planning and for our case for giving.



Written by Phyllis Freedman

December 15, 2009 at 11:31 pm

2 Responses

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  1. Phyllis,

    Thank you so much for your clear-headed thinking about marketing the “why” of legacy gifts. I look forward to the days when more charities are proactive in promoting legacy giving. The “experts” will be in the background to help with those 5%-15% of complicated gifts. And the rest of the nonprofit sector will no longer fear stepping forward to promote gifts through wills and trusts.

    Greg Lassonde

    December 16, 2009 at 1:49 pm

  2. I so agree. These sites are so dense and full of jargon. Some include calculators which make the whole process seem even less like a gift. Sites can be made more open and friendly with hyperlinks to additonal detail so the front pages are not overwhelming.

    Virginia Ikkanda-Suddith

    December 16, 2009 at 3:53 pm

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