Estate Planning Today: The Growing Online Trend and What It Means for Nonprofits

The Pandemic’s Impact on Estate Planning Awareness

Prior to COVID-19, more than half of all Americans (about 60 percent) lacked an estate plan. Now, several years into the post-pandemic era, that number has started to change for the better — and nonprofits with established planned giving programs are taking notice of this shift in behavior.

Respected publications including The Wall Street Journal, Forbes, and ABC News have all detailed studies showing many Americans have become more serious about their end-of-life plans since 2020. Interestingly, the majority of this growth appears to be coming from younger adults in the 18-34-year-old demographic, who previously had been less engaged with estate planning.

However, these same studies reveal there’s still substantial room for improvement across all age groups. Surprisingly, middle- and older-aged adults are now even less likely to have a will than before — meaning that after their passing, the government will step in, take a substantial portion of their assets in taxes, and ultimately get the final say on how to disburse the remainder of the estate.

Digital Revolution in Will Creation

The pandemic also catalyzed a fundamental shift in how estate plans are developed and executed. Although financial and legal experts consistently recommend hiring an attorney to create a comprehensive estate plan, the new reality of digital-first interactions has led many Americans to turn to online will planning software.

This transition offers several advantages: it doesn’t require face-to-face meetings, provides immediate access, and still gives users the option to have their will professionally reviewed by an attorney afterward. Furthermore, the convenience and accessibility of these digital tools have made estate planning more approachable for people who might otherwise procrastinate on this important task.

Forward-thinking nonprofits are monitoring this trend because when online will planners are integrated with planned giving websites, it creates opportunities for supporters to consider charitable giving as part of their estate planning process.

Among the tools available in this space is LegacyPlanner, developed by PlannedGiving.com. This free online will planner for donors serves both as a reminder and an opportunity for individuals to organize their estate plans while considering charitable giving options.

The Evolution of Online Will Planning

The online will planning landscape has evolved significantly in recent years. While several options exist, those specifically designed with charitable giving in mind can help nonprofits stay relevant during supporters’ estate planning process.

A key benefit of using integrated planning tools is the trust relationship they maintain. When donors remain within a familiar nonprofit’s digital ecosystem rather than being redirected to third-party sites, they may be more likely to consider including charitable gifts in their planning.

Although bequests continue to be the most popular form of planned gift due to their simplicity, starting with basic online planning tools often leads donors to consider a variety of legacy giving options. Many individuals begin with online planning and then consult attorneys or financial advisors for more complex giving arrangements.

The Connection Between Major Gifts and Planned Giving

An important aspect of fundraising strategy is understanding the correlation between planned giving and major gift donors. Research has shown that donors who include organizations in their estate plans often make substantial gifts during their lifetime as well.

This connection makes sense—when donors take the step of including an organization in their will, they’ve demonstrated deep commitment. Consequently, they become good candidates for conversations about lifetime giving. The relationship works in reverse too: major donors can be excellent planned giving prospects because they’ve already shown financial commitment to your mission.

“When we see a donor make an estate commitment, it signals a relationship we should nurture today through major gift conversations,” notes fundraising expert Michael Rosen. “These donors have already told us they believe in our long-term vision.”

Organizations like Philanthropy.org provide resources for nonprofits looking to better understand this relationship between different giving strategies.

Timing for Estate Planning Conversations

With renewed interest in estate planning across demographic groups—and considering how many Americans still lack a proper will—now represents an appropriate time for nonprofits to remind supporters about the importance of estate planning.

Personal experiences often highlight the challenges that arise when someone passes without an estate plan. Families may face lengthy legal processes, unexpected tax burdens, and emotional stress during an already difficult time. Additionally, without clear documentation, charitable intentions may go unfulfilled.

A comprehensive estate plan helps eliminate guesswork, minimize excess taxes, and prevent legal fees that diminish what could otherwise support family and charitable causes.

Resources for Nonprofit Development

Various resources are available to help nonprofits navigate planned giving conversations effectively. These include estate planning toolkits, informational brochures, targeted mailers, and educational articles about communicating with donors regarding estate planning options.

PlannedGiving.com has been helping nonprofits with digital and print marketing resources since 1998, offering practical tools designed to facilitate these important conversations.

Professional Development for Fundraisers

For development professionals seeking to strengthen both their major gifts and planned giving skills, specialized training can provide valuable knowledge.

The Major Gifts Boot Camp offers training on cultivating and soliciting transformational gifts, while the Planned Giving Boot Camp for Major Gifts Officers specifically addresses the intersection between these two fundraising approaches.

These educational opportunities help fundraisers understand when and how to introduce planned giving options to donors, recognize appropriate timing for these conversations, and work effectively with legal and financial advisors when necessary.

Integrating Technology into Giving Strategies

As we continue through 2025, nonprofits that thoughtfully incorporate digital estate planning resources into their overall programs can create pathways for donors to consider charitable giving in their estate plans.

By providing helpful resources, nonprofits simultaneously offer a service to their supporters while creating natural opportunities for meaningful legacy conversations. When these planned giving discussions connect to major gift strategies, organizations can develop deeper relationships that benefit both current operations and long-term sustainability.

Building Meaningful Donor Legacies

Ultimately, successful planned giving programs recognize that estate planning isn’t merely about securing future gifts—it’s about helping donors create legacies that reflect their values. When approached with a donor-centered mindset, planned giving becomes not just a fundraising strategy but a service that helps supporters achieve their philanthropic goals for generations to come.

By staying informed about trends like the growth in online will creation and understanding the important connection between planned and major gifts, nonprofits can position themselves to better serve their donors while strengthening their long-term financial foundation.