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Chapter 04

Digital Tools

Promoting legacy giving in a digital world

Generosity has gone digital

Today’s world is built around digital communications. We browse and shop online. We connect with friends on social media. We get news updates on our mobile apps. And we make digital donations to our favorite charities on their online portals. Recent studies have shown that people are more comfortable than ever making online donations to nonprofits and churches. That’s why it’s important that you consider online channels when promoting planned giving.

Online fundraising

for nonprofits has increased an average of 10% each year since 2012.

A web-based strategy

Does your organization have a website? If so, your first step is to add a legacy giving page to your current site. Include a brief explanation of your program. (Remember: you can easily repurpose content from donation letters, brochures, and newsletters.) Be sure to add a call to action with an email address, or better yet a button, in case people want to learn more. For more advanced programs, include forms that allow users to start the giving process online.

While we know that there are countless third-party providers that can help you build a digital donation platform, here are a few recommendations to help jumpstart your planning.

All-in-one donor management software for nonprofits.

Fundraising technology to help you create custom online forms.

Online giving platform designed exclusively for churches.

The world’s most popular online payment processor.

Online payment processing for web-based businesses.

Online payment system from the world’s leading search engine.

Benefits of a dedicated landing page

Why do we recommend creating a separate landing page devoted exclusively to your legacy giving program? Because it offers the most flexibility along with a world of benefits.

One place to tell your story
Chances are you have a lot of information to share. A dedicated page offers ample space to inform and educate.
Easy to update
As your program evolves, so can your landing page. Adding new details, deadlines, and forms is easy when it’s online.
Anytime, anywhere access
Members can explore the details of your legacy giving program when it’s convenient for them.
Shareable information
Spread the word and increase awareness by including a link to legacy giving in ongoing communications.
Simplified administration
Online gifts eliminate the need to manually count or record money. You can automate the receipt process and update donors on the status of their gifts.
Encourages consistent giving
Online giving allows members to set up one-time and recurring gifts without the hassle of writing a check.

Simple tips for page promotion

Once your legacy giving landing page is up and running, there are simple ways to promote it.

In newsletters or brochures

At the bottom of posters and flyers

Linked from your social media

In your email signature

On your business cards

Linked from a blog post

60% of churchgoers

are willing to make a digital donation.

Other ways to activate generosity in the digital world

While your website is the cornerstone of your digital strategy, you should also consider promoting your program on other digital channels.

Blogs

Include stories that highlight generosity in action.

Social Media

Use it for timely event promotion and to thank donors.

Email

Encourage generosity with personalized messages.

Text

Ideal for appointment reminders, events, and announcements.

Finding the right digital partners

Once you have the support of your leadership and staff, it’s time to choose the partners and tools to help you manage and execute your online giving program. Before you get started, be sure to answer the following questions:

How tech savvy is your team?
Do you want a robust solution or the easiest path possible?
Do you need to accept one-time and recurring gifts?
Will you have a technical expert on staff to provide continued support?
Would you like to collect additional information from the people who are giving online?
What is your budget for this project?
Have you set aside funds for monthly maintenance and processing fees?

Get smart about digital fundraising

There are a number of steps to take when building a digital strategy for your program. What’s the right path for your organization? The next step is to conduct your own research. Talk to other churches and nonprofits about their partners and experiences. Get inspired by looking at peer sites that have successfully launched programs. Read online reviews of potential vendors and partners. When you’re ready to take the next step, contact a planned giving expert at TPF who can help you get your program off the ground.