The Most Important Parts of a Planned Giving Website

The most important parts of your planned giving website is to make sure that the website is reflective of the strategy of your marketing program. It goes back to what we talked about before: is the planned giving website inviting?

Is the website inspiring people to connect with your mission?

Are you making it easy for the people who visit your planned giving website to get the information they’re looking for if, in fact, they’re looking for information.

I think the even more important part of your planned giving website is: does it make it easy for donors to get a hold of you? Do they know who the person is that they should talk to when they are ready to have the conversation. I would say to include your picture, your name, title, phone number, cell phone, and email address. You want to make it as easy as possible for someone who gets that far to get on your calendar.

We do it on our planned giving website. I recommended our clients do on their sites. There’s a great tool called Calendly where you can put a button on your site that lets people get on your calendar. We use it, and I know a lot of people that I deal with professionally use it. And I am a little shocked and maybe a little disappointed that more people in fundraising don’t use it. You want to make it as easy as possible for someone who visits your site to get a hold of you– because the only reason they’re on the site is because they’re interested in having a conversation.

More Resources:

• Email Template One: Download, personalize, and send to donors. 
• Email Template Two: Download, personalize, and send to donors. 
• PSA One: Drunk Dialing Donors 
• PSA Two: Donors Don’t Care About CARES 
• PSA Three: Unicorns of the Planned Giving World 
• PSA Four: Messages that fill the donor pipeline 
• PSA Five: Slow Down So You Don’t Lose Donors
• Article: What Makes Marketing a Planned Gift Effective? 
• Mission Minded Marketing: An Immediate and Effective Communication Plan for Fundraisers