Is your bequest language easy to find?

Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less. In 2012 Greg coined the phrase “Engagement Fundraising” to encapsulate his breakthrough fundraising formula for achieving extraordinary results. Using their own innovative strategies and technologies, MarketSmart helps fundraisers around the world zero in on the donors most ready to support their organizations and institutions with major and legacy gifts.

Try this.  Google “planned giving”.  Then go to 3 organization’s websites and try to find the bequest language a donor would need to include in their will.

Ok.  Now that you’ve done that, was it easy to find the bequest language on each website? Were you able to find it at all?

Considering the commonly believed opinion that 80%-90% of planned gifts come in the form of bequests, wouldn’t it be a good idea to make sure the proper bequest language is easy to find online for each organization?

Here’s an example of a landing page that has a link to the bequest language front and center.  It also gives donors the opportunity to self-identify whether or not they have left a gift or are considering doing so.

Bequest language

Bequest language front-and-center

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