Why the web?
The Internet is an effective and increasingly important communications tool with donors and professional advisors. Research in the U.S. has shown that, for donors making a decision with respect to bequest gifts in their wills, the preferred method of gathering information about a charity is through the Internet. Lawyers also will often turn to a charity’s website to gather the important information they need to draft a will, such as the legal name and address of a charity, and the CRA charity registration number.
There are two popular opinions with respect to whether or not to provide donors with everything they need when planning a gift through their will. Some organizations want to limit the amount of information available on their website so that donors and their advisors are forced to contact the organization to get necessary information, allowing the organization to gather information about the gift and to begin a relationship with the donor. Other organizations believe that it is better to supply all necessary information to potential donors, thereby preventing donors from not making the gift because of frustration over the lack of information. I am in agreement with this latter philosophy.
Ten things to include on your web site
Your website should contain the following:
1. Your organization’s identification:
- proper legal name
- CRA charitable registration number
- full address
2. Information on how gifts will be used (the “why” of giving). The “why” of giving is an important message to relate to supporters. Planned giving research shows this to be highly motivating information for potential donors. This web page could simply be called Why Lend Your Support? or Why Give? and could contain the key messages for supporting your organization.
3. A brief description of selected planned gifts (the most common forms of planned gifts), such as:
- gifts through an estate (outright bequests and residue gifts)
- gifts of securities
- gifts of life insurance
4. Suggested will clause wording (you may want to encourage undesignated gifts or gifts to the general purpose fund with your suggested will clause wording). Get advice and guidance from your legal counsel first.
5. Instructions on how to make gifts of securities, either through electronic delivery of securities or through the physical delivery of a securities certificate.
6. Information on tribute giving (gifts made in honour or in memory of someone else) and how to make them. Tribute giving is often seen as having a direct tie into planned giving, as those who make tribute gifts often share the same demographic as those who eventually make planned gifts.
7. Information on monthly giving. As with tribute giving, monthly givers are similarly of the same demographic as planned giving donors.
8. Information on donor recognition policies and options, encouraging the donor to contact you for more information.
9. Instructions on how donors can self-identify that they have left a gift through their estate or life insurance.
10. Instructions on how donors can request more information about making a legacy gift. Include a contact name and number (not just the office number) for further enquiries. This could be an opportunity to list all the members of your planned giving team (with a nice picture) and their individual contact information to give potential donors a sense of comfort when making initial contact.
More and more planned giving donors are on the web, and they and their advisors increasingly turn to the Internet for philanthropic inspiration and information. Don’t lose the gift because your organization underestimates the power of this important communications tool.
Leslie Howard is the founder of Planforgifts.com, one of Canada’s premier web-based planned giving resources for charities, nonprofits, professional advisors, volunteers and donors. For comprehensive material on developing a planned giving program with downloadable examples, visit www.planforgifts.com and become a member.
