# 9 Must-Have Elements for a Standout Planned Giving Web Page

Author: LotusGiving Team  
Published: 2026-10-26  
Category: For Nonprofits  
Topics: Planned Giving Strategy  
Reading time: 8 min  
Source: https://lotusgiving.com/blog/planned-giving-website-best-practices

> Bottom Line Up Front: Implementing planned giving website best practices allows nonprofits to turn passive web traffic into high-value legacy gifts. By replacing complex legal jargon with emotional storytelling and clear resources, your organization can capture leads, build trust, and empower supporters to leave a lasting impact through their estate plans.

Modern marketing managers and fundraising executives must rethink how their legacy giving landing page functions. Rather than serving as an interactive textbook on tax policy, a standout planned giving web page acts as a warm, inviting bridge between a supporter's values and your organization's vision. To capture inquiries, generate qualified estate planning leads, and convert web traffic into documented bequest intentions, your landing page needs a deliberate balance of emotional inspiration, technical clarity, and user-friendly lead-generation tools.

_Below is an actionable guide detailing the essential elements every high-converting legacy giving web page must feature to deliver measurable results._#1: Emotional storytelling (over complex tax jargon)

Many nonprofit professionals assume that planned giving marketing requires exhaustive explanations of charitable remainder unitrusts, gift annuities, or tax laws. While financial mechanics matter eventually, leading with technical details creates an immediate psychological barrier for potential donors. A successful legacy giving landing page connects with supporters on an emotional level first, highlighting the long-term mission and the personal legacy a donor can leave behind.

[Here's an example from Greater Good Charities:](https://greatergood.org/bequest)

![How Greater Good focuses more on mission impact than tax jargon](https://ckwaubjveycrobsykgap.supabase.co/storage/v1/object/sign/blog-media/9a341b3d-f987-4494-b1bd-710a84525d47.png?token=eyJraWQiOiI0YjM1MzEwOC1lOTcyLTQyMzAtYTZhOS1hMDZiMzU2MmMxYjAiLCJhbGciOiJIUzUxMiJ9.eyJ1cmwiOiJibG9nLW1lZGlhLzlhMzQxYjNkLWY5ODctNDQ5NC1iMWJkLTcxMGE4NDUyNWQ0Ny5wbmciLCJzY29wZSI6ImRvd25sb2FkIiwiaWF0IjoxNzkzMDM0ODgzLCJleHAiOjIxMDgzOTQ4ODN9.oURV8fQPamwv6gU1IIHN90Wxtfq960SnkwxsGdnaozKULmUksiVKZ6w9uNYTVJwGEmivl7_SQSijLfQBGHT5RQ)

When structuring your content, frame planned gifts as an opportunity for everyday supporters to protect what they care about most. Emphasize values, vision, and long-term community impact. Use clear, accessible language that helps donors visualize how their support today ensures the stability of your mission for decades to come.

Traditional technical approach
Legacy-focused storytelling approach
Detailed tax deductions and capital gains explanations 
Focus on personal values and community vision 
Dense legal disclaimers at the top of the page 
Inspiring narratives about long-term mission impact 
Overwhelming lists of complex gift vehicles 
Simple overviews of will and trust provisions

Shifting the narrative away from tax mechanics opens the conversation to a wider audience. Donors rarely make a bequest decision purely based on tax savings. Instead, they give because they care deeply about your work and want to ensure its future. Once you capture their heart through vision and purpose, you can provide the simple tools required to make that vision a reality.

#2: An easy-to-find legal name and EIN

One of the most critical oversights on nonprofit landing pages is hiding basic corporate identity details. When a donor or estate planning attorney drafts a will or trust, they need exact legal credentials to ensure the bequest is valid and enforceable. If your official organization name or Employer Identification Number (EIN) is difficult to locate, you risk being omitted from final estate documents or causing administrative delays during probate.

Place your legal name, official physical address, and nine-digit EIN prominently on your main planned giving page. Do not bury this information in a general footer or behind multiple navigation clicks. Providing these details upfront reduces friction for professional advisors helping donors finalize their estate documents.

Here's a snippet from [NPR's planned giving web page](https://www.npr.org/about-npr/463571033/planned-gifts):

![NPR legal name and EIN example for planned gifts](https://ckwaubjveycrobsykgap.supabase.co/storage/v1/object/sign/blog-media/54182885-0540-4c2e-9d05-0fe4911cc569.png?token=eyJraWQiOiI0YjM1MzEwOC1lOTcyLTQyMzAtYTZhOS1hMDZiMzU2MmMxYjAiLCJhbGciOiJIUzUxMiJ9.eyJ1cmwiOiJibG9nLW1lZGlhLzU0MTgyODg1LTA1NDAtNGMyZS05ZDA1LTBmZTQ5MTFjYzU2OS5wbmciLCJzY29wZSI6ImRvd25sb2FkIiwiaWF0IjoxNzkzMDM0MDE0LCJleHAiOjIxMDgzOTQwMTR9.Y6Tg9amX2JVShwVjSwIheZ5-DMlvj0aihhdh8cdy-xCZvUM2yZeZ3o5ASEu-dULWwky2QtU-o483BGwRW7H7lA)

Legal Organization Name
Prevents misallocation of funds to similar-sounding charities
Federal EIN
Verifies tax-exempt status for legal and financial institutions
Official Corporate Address
Ensures legal correspondence reaches the correct administrative team

Making your legal identifiers clear and obvious demonstrates professional governance and transparency. Attorneys and financial planners appreciate landing pages that make their job easier. By streamlining access to your EIN and legal name, you protect your organization from costly administrative errors while reassuring donors that their gift will be handled properly.

#3: Prominently accessible bequest language

Even when donors decide to include your nonprofit in their will, they often hesitate because they do not know what phrasing to provide to their attorney. Offering copy-and-paste bequest language removes this barrier immediately. Your page should include standard clauses for the most common bequest types, allowing donors and professional advisors to easily integrate your organization into their plans.

[Here's a snippet from Wesleyan University's advisor guide:](https://mywesleyanlegacy.org/downloads/advisor.cfm#gsc.tab=0)

![Wesleyan University's advisor language for legacy gifts](https://ckwaubjveycrobsykgap.supabase.co/storage/v1/object/sign/blog-media/8c3ecda1-864d-4b2c-b712-c3260a04b6db.png?token=eyJraWQiOiI0YjM1MzEwOC1lOTcyLTQyMzAtYTZhOS1hMDZiMzU2MmMxYjAiLCJhbGciOiJIUzUxMiJ9.eyJ1cmwiOiJibG9nLW1lZGlhLzhjM2VjZGExLTg2NGQtNGIyYy1iNzEyLWMzMjYwYTA0YjZkYi5wbmciLCJzY29wZSI6ImRvd25sb2FkIiwiaWF0IjoxNzkzMDMzNjMxLCJleHAiOjIxMDgzOTM2MzF9.d3k4ZJnPMiF6V1hgXCj-WvEMrYsb1Lm9voljdEdvrkWjZrbItsVX9h5qE_FJNe6CdJRGB490mo2pyy-MUZdqNQ)

Ensure your downloadable resources cover general bequests, specific bequests, and residual bequests. Provide a simple PDF download or an easily copyable text block on the webpage so attorneys can quickly copy the required legal text without requesting additional documentation from your staff.

Bequest Type
Sample Purpose
Key Wording Focus
Specific Bequest
Designates a fixed dollar amount or specific asset
Exact financial figure or asset identification
Residuary Bequest
Allocates a percentage of the remaining estate
Explicit percentage after all obligations are met
Contingent Bequest
Triggers only if primary beneficiaries predecease donor
Clear conditional parameters for distribution

Standard sample language minimizes misinterpretations and ensures legacy intentions are clear. When supporters can share ready-to-use legal text directly with their estate attorney, the transition from interest to execution happens faster. This practical step transforms passive intent into concrete legal commitments.

#4: A free estate planning guide lead magnet

Most website visitors are not ready to commit to a legacy gift on their first visit. Many are in the early stages of organizing their personal affairs and evaluating their options. A free downloadable estate planning guide is an effective lead magnet, offering valuable organization tools in exchange for the donor's contact information.

This resource should act as a comprehensive workbook, helping supporters organize their assets, document healthcare preferences, and list their charitable priorities. By offering a helpful guide without demanding an immediate financial commitment, you position your organization as a helpful partner in their planning process.

[Donor Visits Page] ➔ [Downloads Free Guide] ➔ [Receives Nurture Sequence] ➔ [Schedules Staff Call]

Take a look at the approach by [The Michael J. Fox Foundation for Parkinson's Research](https://plannedgiving.michaeljfox.org/):

![Estate planning lead magnet landing page form](https://ckwaubjveycrobsykgap.supabase.co/storage/v1/object/sign/blog-media/dacce5ce-89da-4732-8663-ea7411206b49.png?token=eyJraWQiOiI0YjM1MzEwOC1lOTcyLTQyMzAtYTZhOS1hMDZiMzU2MmMxYjAiLCJhbGciOiJIUzUxMiJ9.eyJ1cmwiOiJibG9nLW1lZGlhL2RhY2NlNWNlLTg5ZGEtNDczMi04NjYzLWVhNzQxMTIwNmI0OS5wbmciLCJzY29wZSI6ImRvd25sb2FkIiwiaWF0IjoxNzkzMDM0MzU5LCJleHAiOjIxMDgzOTQzNTl9.K_9m1Y-WUMbYS8D4KbPXoIzpxNiU8eswfGYJrm9QsTHYnbCJMkvQR3QLsNRl5sPNrf1vrolhpMPxc52XSt7vFQ)

![Estate planning free downloadable resource for donors](https://ckwaubjveycrobsykgap.supabase.co/storage/v1/object/sign/blog-media/0e94bdc8-b257-43f9-af21-6ba44c6b8d42.png?token=eyJraWQiOiI0YjM1MzEwOC1lOTcyLTQyMzAtYTZhOS1hMDZiMzU2MmMxYjAiLCJhbGciOiJIUzUxMiJ9.eyJ1cmwiOiJibG9nLW1lZGlhLzBlOTRiZGM4LWIyNTctNDNmOS1hZjIxLTZiYTQ0YzZiOGQ0Mi5wbmciLCJzY29wZSI6ImRvd25sb2FkIiwiaWF0IjoxNzkzMDM0Mzk2LCJleHAiOjIxMDgzOTQzOTZ9.zQPZmEWwWHvyeu7cpL0DMMh89xWNRLAJ0RdkROStI07jKDYd778cGKTtTXmzoF3ZBB9cgxaO79v23B3nrdrAcw)

Implementing a structured lead magnet helps you identify warm prospects who are actively thinking about estate choices. Once a supporter downloads your guide, your team can follow up with tailored communications and gentle stewardship over time. This soft-entry approach builds trust naturally, paving the way for deeper gift conversations later.

#5: Authentic donor testimonials and impact stories

Peer proof plays an essential role in legacy fundraising. Donors want to know that people like them are choosing to invest in your long-term mission. Featuring authentic donor testimonials and personal impact stories breaks down social barriers and demonstrates that planned giving is accessible to supporters from all financial backgrounds, not just the ultra-wealthy.

Focus your donor spotlights on individuals who represent your broader supporter base. Highlight why they chose to make a bequest, how simple the process was, and what legacy they hope to leave behind. Include authentic photos and quotes to bring these stories to life and build emotional resonance with readers.

Highlight everyday givers: Show that legacy gifts come from loyal, middle-class supporters alongside major donors.
Share personal motivations: Focus on the donor's connection to your core programs and personal history.
Emphasize simplicity: Have donors share how straightforward it was to include your cause in their will.
Demonstrate long-term impact: Explain how their legacy gift will support future generations.

Check out [this page](https://myhabitatlegacy.org/supporters-like-you/) from Habitat's planned giving microsite:

![How Habitat for Humanity uses donor testimonials to promote legacy giving](https://ckwaubjveycrobsykgap.supabase.co/storage/v1/object/sign/blog-media/d315e31f-00b0-4619-b135-f68acc5fbc63.png?token=eyJraWQiOiI0YjM1MzEwOC1lOTcyLTQyMzAtYTZhOS1hMDZiMzU2MmMxYjAiLCJhbGciOiJIUzUxMiJ9.eyJ1cmwiOiJibG9nLW1lZGlhL2QzMTVlMzFmLTAwYjAtNDYxOS1iMTM1LWY2OGFjYzVmYmM2My5wbmciLCJzY29wZSI6ImRvd25sb2FkIiwiaWF0IjoxNzkzMDMzNzc2LCJleHAiOjIxMDgzOTM3NzZ9.IpOnsMkXIv4OHFJoxs9BxOIxtSazSlVwdjy8MzBhhSdEpO-GcSOiROwon2tGAps1iOKQ0u4mLXG6DmzNgpmfLg)

Sharing real donor stories provides prospective legacy givers with relatable role models. When supporters read about peers who have taken this meaningful step, they realize that they too can make a lasting impact. Authentic social proof removes hesitation and reinforces the lasting value of a planned gift.

#6: Legacy interest forms _and _bequest intention forms

When a supporter is ready to ask a question or declare a gift intention, the inquiry process should be entirely frictionless. Complex, lengthy web forms deter prospective donors who may be sensitive about sharing private financial information online. A simple legacy interest form should collect only the necessary contact details needed to initiate a private conversation.

Limit your form fields to basic contact details and a few optional checkboxes. Ask visitors whether they have already included your organization in their estate plans, if they would like to receive information, or if they prefer a private phone call. Keep inputs minimal to encourage higher conversion rates.

A brief, welcoming contact form signals that your team is approachable and ready to help without high-pressure sales tactics. [Here's an example from the UN Refugee Agency](https://www.unrefugees.org/legacy-giving/):

![Legacy giving interest form example](https://ckwaubjveycrobsykgap.supabase.co/storage/v1/object/sign/blog-media/a66a8da9-b201-45be-a05c-a052e91785da.png?token=eyJraWQiOiI0YjM1MzEwOC1lOTcyLTQyMzAtYTZhOS1hMDZiMzU2MmMxYjAiLCJhbGciOiJIUzUxMiJ9.eyJ1cmwiOiJibG9nLW1lZGlhL2E2NmE4ZGE5LWIyMDEtNDViZS1hMDVjLWEwNTJlOTE3ODVkYS5wbmciLCJzY29wZSI6ImRvd25sb2FkIiwiaWF0IjoxNzkzMDMyMDcxLCJleHAiOjIxMDgzOTIwNzF9.yZslDrgI-_hEGbngi6brMPuq0Msgyh05sdq_6yPE0Kv5E3y0x-EUvXsFRD_UJ6TWA_2LAGiQu9_PONAJ8GrKZg)

You should also make it easy for donors to indicate when they _have _added your organization as a beneficiary in their estate planning. Here's how USA for UNHCR did so with another simple online form:

![Bequest intention form example](https://ckwaubjveycrobsykgap.supabase.co/storage/v1/object/sign/blog-media/64e4a29b-b038-4247-ba7a-45fc80dea6e2.png?token=eyJraWQiOiI0YjM1MzEwOC1lOTcyLTQyMzAtYTZhOS1hMDZiMzU2MmMxYjAiLCJhbGciOiJIUzUxMiJ9.eyJ1cmwiOiJibG9nLW1lZGlhLzY0ZTRhMjliLWIwMzgtNDI0Ny1iYTdhLTQ1ZmM4MGRlYTZlMi5wbmciLCJzY29wZSI6ImRvd25sb2FkIiwiaWF0IjoxNzkzMDMxOTE3LCJleHAiOjIxMDgzOTE5MTd9.5FiDWu5yTlt5VKx7XXbliyX7sEyjLqLcZOKtO7OHE8sZEMQre9oeG8wOx3HIAbzzzWx8e9chZF62CLLdLMsn5A)

#7: Staff contact information and photos

Legacy giving is inherently personal. Supporters are contemplating decisions that reflect their life's work and personal values, and they want to interact with real individuals rather than generic email addresses. Showing direct contact details for your planned giving team builds trust and humanizes your organization.

[Here's how the American Cancer Society displays its estate gift planning directors:](https://www.cancer.org/donate/planned-giving/estate-gift-planning-directors.html)

![ACS staff photos example on legacy giving web page](https://ckwaubjveycrobsykgap.supabase.co/storage/v1/object/sign/blog-media/f97cadf4-9713-451a-a1f8-f679bd307612.png?token=eyJraWQiOiI0YjM1MzEwOC1lOTcyLTQyMzAtYTZhOS1hMDZiMzU2MmMxYjAiLCJhbGciOiJIUzUxMiJ9.eyJ1cmwiOiJibG9nLW1lZGlhL2Y5N2NhZGY0LTk3MTMtNDUxYS1hMWY4LWY2NzliZDMwNzYxMi5wbmciLCJzY29wZSI6ImRvd25sb2FkIiwiaWF0IjoxNzkzMDMxNzExLCJleHAiOjIxMDgzOTE3MTF9.BLtZq6Brjf4yc7n9zb4imcbJ3YIYBxao5W9A-Lndnq1vZ81w6Rus7j0uzH3AOjkX0_43tF9ZDKBSuCX6gJbjNw)

Include a clear headshot, full name, direct job title, phone number, and direct email address for your lead gift officer. Avoid generic contact points like "info@nonprofit.org" or automated phone lines. Providing direct access shows donors that their inquiries will be handled with personal care and confidentiality.

Personalized Headshot: Displays a friendly, approachable face behind the organization.
Direct Phone Line: Eliminates complex call centers and long phone trees.
Direct Professional Email: Assures donors that their message goes directly to a qualified staff member.
Confidentiality Commitment: Reassures givers that their estate details will remain strictly private.

Connecting a real person to your legacy program gives supporters confidence when making confidential inquiries. When donors know exactly who will answer their call, they feel much more comfortable taking the first step toward discussing their estate plans.

## #8: Answers to common inquiries

There are a lot of misconceptions about planned and legacy giving programs. In order to avoid having your donors fall into those traps, it's a good idea to proactively communicate the answers to common questions, such as around required wealth levels or revocability of a gift.

Take a look at how one food bank addressed such inquiries [here](https://foodbankonline.org/blog/legacy-giving-programs-how-planned-giving-creates-a-lasting-impact-for-nonprofits-and-food-banks/):

![FAQ about planned and legacy giving answers](https://ckwaubjveycrobsykgap.supabase.co/storage/v1/object/sign/blog-media/83878f9e-d1ba-41b7-be94-566f34415f9f.png?token=eyJraWQiOiI0YjM1MzEwOC1lOTcyLTQyMzAtYTZhOS1hMDZiMzU2MmMxYjAiLCJhbGciOiJIUzUxMiJ9.eyJ1cmwiOiJibG9nLW1lZGlhLzgzODc4ZjllLWQxYmEtNDFiNy1iZTk0LTU2NmYzNDQxNWY5Zi5wbmciLCJzY29wZSI6ImRvd25sb2FkIiwiaWF0IjoxNzkzMDMyNzMwLCJleHAiOjIxMDgzOTI3MzB9.riuMXNdddINHlzreNLkhf1ybH65SURglQp26CN0pqLAYPe4MSzCUabrwz4YTpfnbYxpCGumEmLatD7AFVwv8GQ)

#9: A highly sought-after Legacy Society

[According to planned giving statistics from Nonprofits Source](https://nonprofitssource.com/online-giving-statistics/planned-giving-statistics/), 1 in 3 donors desires membership in an exclusive giving society, making legacy giving circles a powerful incentive for growing long-term pipelines. As you build out your online content around planned and legacy gifting, be sure to promote acceptance into a legacy society as a key benefit.

Here's how [St. Jude Children's Research Hospitals](https://www.stjude.org/give/planned-giving/build-your-legacy.html) markets their society on their site:

![St. Jude legacy society marketing example](https://ckwaubjveycrobsykgap.supabase.co/storage/v1/object/sign/blog-media/be028d7e-d7e7-4e4f-b3a8-ed62ee185400.png?token=eyJraWQiOiI0YjM1MzEwOC1lOTcyLTQyMzAtYTZhOS1hMDZiMzU2MmMxYjAiLCJhbGciOiJIUzUxMiJ9.eyJ1cmwiOiJibG9nLW1lZGlhL2JlMDI4ZDdlLWQ3ZTctNGU0Zi1iM2E4LWVkNjJlZTE4NTQwMC5wbmciLCJzY29wZSI6ImRvd25sb2FkIiwiaWF0IjoxNzkzMDMzNDY3LCJleHAiOjIxMDgzOTM0Njd9.IaPanZU37_g5aq4pJ67Aepy1mchyYabX0j0Nv5348TmcU9DplJExx1p1JX5zS-2Fr0SBnaeL2nPqwtUn3IJvzw)

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Summary & actionable next steps

Building a successful planned giving landing page requires balancing clear legal information, humanized storytelling, and low-friction conversion paths. By prioritizing accessible language, making key legal credentials obvious, offering clear resources, and introducing authentic staff contacts, your nonprofit can create an online environment that inspires donors to leave a legacy.

**Get started by auditing your existing online resources, then make a plan to promote the opportunity prominently across your site.**