Here’s my list of top things missing from most planned giving websites:
1- Phone number – It’s amazing that people forget this but they do! Put it on the top/right of each page. Why make donors jump through hoops to call you?
2- Click-to-email feature – Don’t just list your email address on your staff page. Make sure it’s “clickable” so donors can email you easily.
3- Answers to the most common planned giving objections – If you don’t answer objections, how can you expect to get a gift?
4- Mission-oriented copy – It’s not about death and taxes. It’s about the mission! Tax benefits are one of the least important reasons for a bequest. Don’t forget to let donors know the following:
5- Conversion opportunities – That’s marketing geek-speak for an order form. Give people a chance to order information, download a report, request a meeting and/or notify you of their gift intentions.
6- Bequest language and your tax ID# – Put it front and center. Bequests are the most popular gifts. Treat them that way. Make sure the bequest language is on your first web page. Plus, you should make it easy for donors to forward the language to their estate planner.
7- Plain English – Donors are regular folks. Don’t confuse them with legalese. If my Aunt Carol can’t understand it, you made it too complicated.
Can you think of anything else you’ve found missing from most planned giving sites?
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