In the work we do with the Epilogue for Charities program, I’ve now spent countless hours looking at charity websites—specifically searching for legacy giving pages. Some charities have done an incredible job—their pages are easy to find, packed with helpful information and full of compelling stories that make the idea of leaving a gift in a Will feel inspiring and attainable.
But for others, legacy giving looks like an afterthought—or is missing entirely.
I get it. Legacy giving usually isn’t the number-one priority at an organization. Dollars in the door today often (and understandably) take precedence. But here’s the good news: improving your website to show you’re open to gifts in Wills doesn’t need to be complicated, expensive or time-consuming. With just a few thoughtful tweaks, your website can become one of your most effective tools for encouraging legacy gifts.
Here are five things every charity website should include to truly support gifts in Wills:
1. A clear, easy-to-find legacy giving page
If a donor has to dig through three layers of menus to find information about leaving a gift in their Will, you’ve already lost them. Legacy giving content works best when it has a dedicated page that’s clearly labeled and easy to find.
Avoid overly technical language like “bequests” or “planned giving.” Instead, use terms people actually search for and understand, like “Leave a gift in your Will” or “Gifts in Wills.” This small change can dramatically improve engagement.
Bonus tip: Link to this page from your main donation page. Many donors who give today might also be open to giving in the future.
2. Sample Will wording (and the legal essentials)
One of the most common things donors look for is sample Will wording. They want to be sure they’re getting your charity’s name right and including the correct legal language.
Make it easy for them by providing:
Providing sample Will wording does more than just offer a practical reference—it can actually help a prospective legacy donor realize there’s more than one way to leave a gift. For example, they might not know they have the option to leave a specific dollar amount or a percentage of the residue of their estate.
Having this kind of language visible on your website can open donors’ eyes to the possibilities and make the idea of leaving a gift feel more approachable.
While many donors assume they’ll need to take the wording directly to a lawyer, the reality is that most lawyers are already well-equipped to include a charitable gift in a Will and will likely use their own language. Still, including this sample wording helps to guide the conversation and gives the donor a sense of clarity and confidence.
3. Provide a human contact
Legacy giving is personal. Even if someone doesn’t reach out, just knowing there’s a real person they could talk to builds trust.
Include the name, title, and contact information of someone on your team—ideally with a warm line like: “If you’re considering a gift in your Will, we’d love to hear from you.”
Even if you don’t have a dedicated planned giving officer, assigning someone to respond to inquiries makes a big difference.
4. A story that makes it real
For most people, a Will feels abstract—something you’ll “get to later”. But stories make it real. Featuring a donor who’s left a gift in their Will, or someone whose life was changed by one, helps visitors connect emotionally.
Keep it short and authentic. A simple quote, photo, or brief anecdote can be enough to show people that legacy giving isn’t just for the ultra-wealthy or elderly—it’s something real people choose to do.
5. A clear next step
Donors need more than just information—they need direction. Once someone is inspired to leave a gift in their Will, they should know exactly what to do next.
Consider offering a downloadable legacy giving guide, a simple checklist, or even a short explainer video that walks them through the process. These resources don’t need to be complex—they just need to give the donor a sense of what comes next.
You could also include a link to a trusted online Will provider, so those who are ready can start the process right away. For many donors, that small nudge is all it takes to move from intention to action.
The goal is to reduce friction. If someone is already thinking about leaving a gift, don’t make them work for it. A clear, well-placed next step makes it easier for donors to follow through—and signals that your organization is truly ready to welcome and support legacy gifts.
Don’t let confusion be the reason someone doesn’t give
When someone is considering leaving a gift in their Will, they’ve already made a powerful emotional connection with your cause. They want to help. They just need to be shown how.
Your website can either open that door—or quietly close it.
By making a few thoughtful updates, you’ll not only improve your legacy giving presence—you’ll also send a powerful message: We’re ready to be part of your legacy.
Daniel Goldgut is the co-founder of Epilogue, an innovative online platform revolutionizing estate planning in Canada. With a background in law and years of experience in private practice, Daniel transitioned from a legal career to entrepreneurship, driven by a passion for making Wills and estate planning more accessible and affordable for everyone. He collaborates closely with charities to enhance their legacy giving programs, helping organizations grow their impact. daniel@epiloguewills.com
