As a companion to traditional bequest marketing, online estate planning tools are changing how organizations can introduce legacy giving by making it easier for donors to take the next step. For planned giving fundraisers, the opportunity is not simply to promote an online will. It is to make estate planning feel more accessible while creating another natural entry point for conversations about a donor’s legacy.

Brantley Boyett, co-founder and president of Giving Docs, joined us recently on an episode of our podcast, Sharpe Insights: Conversations With Your Planned Giving Experts (episode 16, Feb. 12, 2026). In it, he explained that technology can help remove some of the barriers that have traditionally made estate planning feel complicated or intimidating. For fundraisers, that creates an opportunity to bring planned giving into your existing donor communications.

Here are a few strategies to consider:

• Make planned giving part of your broader fundraising program. Don’t treat legacy giving as a separate initiative reserved for a small group. Integrate the messaging into newsletters, email campaigns, annual giving communications and other marketing communications.
• Make the first step easy. Online estate planning tools can give donors a convenient way to begin thinking about their wills and charitable intentions. The easier the process feels, the more likely donors may be to move from thinking about a legacy gift to acting.
• Expand your audience. Planned giving isn’t exclusively for your wealthiest supporters. Long-time donors, loyal volunteers and people deeply connected to your mission may all have an interest in leaving a legacy.
• Pay attention to those who have raised their hand. When a donor indicates that they have included your organization in their estate plans, that’s valuable information. Continue nurturing the relationship through a planned giving recognition society (see this month’s School of Thought article) and ongoing relationship building.
• Give donors information, not legal advice. Provide helpful organizational details—such as your nonprofit’s legal name, EIN and any preferred bequest language—while encouraging donors to consult their own attorney or qualified estate planning professional.
• Talk about impact. Ask donors what they hope their gift will accomplish and, when appropriate, discuss whether they want their future gift to support your organization broadly or be designated for a specific program.

Ultimately, online wills can help make planned giving more approachable, and technology is only part of the equation. The real opportunity for fundraisers is to use these tools to start meaningful conversations about values, purpose and the legacy donors want to leave behind.

Listen to the Sharpe Insights Podcast episode “From Ink to Interface: Giving Docs and the Future of Planning Your Charitable Legacy” here or on your favorite podcast app.