Planned Giving Microsites to grow legacy giving awareness
Drive transformational gifts with modern, user-friendly Planned Giving Microsites that are grounded in research-based donor messaging. We’ll build the site, brand it to your organization, and integrate your FreeWill products and other tools to educate donors and inspire trust!
See the donor experience for yourself!
Take an interactive tour of our planned giving microsites to see how donor-centric design and intuitive navigation drive legacy gifts. Experience firsthand how we tailor the UX to your brand’s visual identity while maintaining the easy-to-understand messaging that converts supporters.
Educate donors on high-impact, non-cash giving
Each site is built to establish trust with donors and increase their comfort in giving beyond cash. FreeWill’s Planned Giving Microsites provide streamlined education and direct calls to action that make non-cash giving a realistic option for any donor. We make it easy for supporters to explore and initiate both planned gifts and non-cash gifts like:
- Bequests through a Last Will and Testament or Revocable Living Trust
- Beneficiary Designations
- Qualified Charitable Distributions (QCDs)
- Donor-Advised Funds (DAFs)
- Stock Gifts & Securities
Offer a welcoming experience backed by donor-centric language
All our solutions are designed to meet donors where they are, no matter their life stage, income bracket, or propensity to give. We’ve distilled complex topics into simple, action-oriented messages, influenced by Dr. Russell James’ research and years of validated best practices gleaned from our work with thousands of nonprofits.
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Nonprofits trust our planned giving solutions
Trusted by the sharpest minds in planned & major giving
From a web management and marketing standpoint, the visuals are much stronger than our previous site. I love how the content is displayed, it’s robust and appealing. Our entire team is so thrilled with the site! We look forward to pushing out the planned giving message to more people, all thanks to FreeWill.
Madison Webb
Marketing Director, National Museum of Wildlife Art
I like that with FreeWill’s Planned Giving Websites, there aren’t a lot of rabbit holes to go down. When you are looking for info on a specific gift, it’s easy to find, and the design is clean and contemporary. Our previous design had a lot of redundancy, so we appreciate the simplicity.
Katie McDevitt
Major Gifts Officer, Humane Society of Pikes Peak Region
$13.8B+
FreeWill has helped nonprofits raise $13.8B in legacy commitments
2,400+
Over 2,400 nonprofit partners nationwide trust FreeWill
4x
Estate plans created on FreeWill are 4x more likely to include a gift compared to the national average
4.85x
Gifts made through estate plans on FreeWill are 4.85x larger than the national average
Planned Giving Microsite FAQ
What are planned giving microsites?
A planned giving microsite is a dedicated, branded online hub designed to educate donors about legacy giving options and provide the tools to facilitate those gifts. Unlike a nonprofit’s primary website, a microsite focuses on complex, non-cash gift vehicles—such as bequests, donor-advised funds (DAFs), and qualified charitable distributions (QCDs). It serves as a powerful educational resource for a legacy giving program by translating technical tax laws into accessible donor opportunities.
What should you include on a planned giving microsite?
To maximize donor conversion and trust, your Planned Giving Microsite should include:
- Simplified gift explanations: Clear descriptions of bequests, stock gifts, and other non-cash assets
- Messaging that focuses on benefits: Language that highlights the donor’s personal impact and tax advantages
- Inspiring CTAs: Strategically-placed, action-oriented prompts for specific gift types—such as "Create my will," "Start my DAF gift," or "Transfer my stock"—to guide donors to the next step
- Helpful donation tools: Integrated or direct links to tools (like a will-maker) that enable immediate donor action
- Consistent branding: Visual alignment with your main website to maintain institutional trust
- Contact information: Easy access to your development team for high-touch, major gift conversations
How does FreeWill’s research-backed messaging help?
FreeWill uses research-backed messaging led by Dr. Russell James to simplify complex gift options and inspire donor action. By applying philanthropic psychology, we replace confusing legal jargon with accessible language that reduces cognitive load and builds trust. This science-based approach makes planned giving approachable for all supporters, helping nonprofits secure more transformational legacy gifts.
Let’s start a conversation!
If you work for a nonprofit organization and would like to learn more about FreeWill's Planned Giving Microsites or other solutions, book a meeting with our team.
Once you submit the form, you’ll be directed to a calendar where you can choose a time that works best for you.
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