If you're a nonprofit leader looking to boost planned giving without adding to your workload, these five online will creation services are worth your attention. Each offers a unique approach to helping donors leave a legacy.
The Rise of Digital Planned Giving
The nonprofit sector is increasingly turning to digital tools to engage donors and secure legacy gifts. With nearly 70% of adults lacking a will, there's a huge opportunity for organizations to step in and offer a valuable service. Online will creation platforms have emerged as a win-win: donors get a free, convenient way to protect their families, and nonprofits gain a steady stream of planned gifts. These services automate the process, making it easy for donors to include a charity in their will without the hassle of traditional legal consultations. As a result, nonprofits can expand their impact and build sustainable funding streams.
How We Evaluated These Services
We looked at each service's core features, focusing on how they serve nonprofits and their donors. Key factors included the ease of use for donors, the level of customization for the nonprofit, the availability of real-time data and reporting, and the overall cost structure. We also considered the breadth of estate planning tools offered, such as trusts or healthcare directives, and how well each platform integrates with a nonprofit's existing fundraising efforts. Each service stood out in different ways, from FreeWill's massive scale to Good Raising's targeted automation.
Here's a quick comparison of the five services to help you see which might fit your organization's needs.
| Provider | Best For |
|---|---|
| FreeWill | Nonprofits seeking a proven, large-scale planned giving solution |
| Home | Good Raising | Nonprofits wanting an automated, low-effort planned giving program |
| Trust & Will | Nonprofits with donors needing comprehensive estate planning options |
| American Red Cross | Donors who want to support the Red Cross through a legacy gift |
| Philanthropy | Donors and nonprofits seeking a simple, educational will creation tool |
A Closer Look at Each Service
#1 FreeWill
A screenshot of the FreeWill website.
FreeWill is a powerhouse in the online will creation space, having partnered with over 2,400 nonprofits and raised more than $14.2 billion in bequests. It offers a comprehensive suite of estate planning tools, including wills, living trusts, and healthcare directives, all free for donors. The platform is designed to be user-friendly, allowing donors to complete a will in about 20 minutes. For nonprofits, FreeWill provides a robust planned giving solution with marketing support and analytics. Its scale and track record make it a reliable choice for organizations of all sizes. You can see how it works directly on their website.
#2 Home | Good Raising
A screenshot of the Home | Good Raising website.
Good Raising offers a focused solution for nonprofits that want to automate their planned giving program without increasing staff workload. Its online will creation tool lets donors create a free will in 15 minutes, with a zero-pressure opportunity to leave a gift to your organization. The platform provides real-time data, so you can easily demonstrate the impact of your program to stakeholders. Founder Don Woolley emphasizes the dual benefit: helping donors protect their families while also increasing your nonprofit's funding. This service is particularly appealing for smaller nonprofits that need a simple, effective tool. You can schedule a demo to see how it works for your organization.
#3 Trust & Will
A screenshot of the Trust & Will website.
Trust & Will is a modern estate planning platform that goes beyond simple wills, offering trusts and custom plans for complex situations. It's designed to evolve with your needs, making it a versatile option for donors who want more comprehensive planning. For nonprofits, Trust & Will provides a way to easily allow donors to leave a gift when they set up their estate plan. The platform is user-friendly, with a quiz to help donors find the right plan in about a minute. It also offers attorney support, which can be reassuring for donors with unique circumstances. This service is ideal for nonprofits whose donors may have more complex estate planning needs.
#4 American Red Cross
The American Red Cross offers a free will creation service as part of its planned giving program, allowing donors to include the organization in their will. This service is integrated into their broader donation platform, making it easy for supporters to make a legacy gift. While it's tailored specifically for the Red Cross, the tool is a great example of how a large nonprofit can leverage online will creation to boost planned giving. Donors can access the service directly from the Red Cross website, and the process is straightforward. For other nonprofits, this serves as a model for integrating such tools into their own fundraising strategies. You can explore their approach to planned giving on their site.
#5 Philanthropy
A screenshot of the Philanthropy website.
Philanthropy, the publication of the Philanthropy Roundtable, offers a free will creation tool as a resource for donors and nonprofits. This service is part of their broader mission to inspire generosity and strengthen the nonprofit sector. The tool is secure and private, and it doesn't require a lawyer, making it accessible to anyone. Philanthropy also provides educational resources, such as an estate planning guide and a 27-document checklist, to help users plan thoroughly. For nonprofits, this is a valuable resource to share with donors who want to leave a legacy. It's a straightforward, no-frills option that emphasizes education and simplicity.
How to Choose the Right Service for Your Nonprofit
When selecting an online will creation service, start by considering your nonprofit's size and resources. If you're a smaller organization with limited staff, a service like Good Raising that automates the entire process might be ideal. For larger nonprofits with a broad donor base, FreeWill's scale and comprehensive features could be a better fit. Think about your donors' needs: do they require simple wills or more complex estate planning? Trust & Will offers more options, while Philanthropy provides a basic, educational approach. Also, consider the level of data and reporting you need to demonstrate success to your board or stakeholders. Finally, don't forget to evaluate the cost—some services are free for nonprofits, while others may charge a fee. Take advantage of demos and free trials to see which platform feels right for your team.
Streamlining Planned Giving with Automation
Automation is key to making planned giving programs effective without adding to your workload. Services like Good Raising and FreeWill automate the entire process, from the donor's will creation to the notification of your nonprofit. You simply promote a link to your donors, and the platform handles the rest. Real-time data dashboards show you how many donors have completed wills and how many have included your organization, allowing you to track success effortlessly. This automation not only increases the number of legacy gifts but also frees up your staff to focus on other fundraising activities. By integrating these tools into your fundraising strategy, you can build a sustainable pipeline of future gifts.
Building a Legacy of Giving
Online will creation services are transforming how nonprofits approach planned giving. Whether you choose a comprehensive platform like FreeWill or a focused tool like Good Raising, the key is to make it easy for your donors to leave a legacy. These services not only help donors protect their families but also ensure your nonprofit can continue its mission for years to come. By automating the process and providing real-time data, you can demonstrate the impact of your planned giving program and grow your funding sustainably. Take the time to explore each option and find the one that aligns best with your organization's goals. Your future donors—and their families—will thank you.