---
title: Partner Resource | Defining your planned giving audience
description: Our best practices to ensure you're reaching the right audience for your organization — and your bequests.
image: https://lp.freewill.com/hubfs/kane-reinholdtsen-LETdkk7wHQk-unsplash%201.png
---

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# Defining your planned giving audience

#### Tips to reach the right audience for your organization — and your bequests

Informed by our work with over 2,200 FreeWill partners, here are some tips to help you identify your strongest planned giving prospects — and grow your email list to boot! 

 

Everyone age 18+ needs a will, and this quick read will help you and your communications team reach new, and perhaps unexpected, prospective bequest donors to add to your distribution/send lists.

 

**Download the PDF via the form **to make your FreeWill campaigns as strong as possible and effectively grow your planned giving program.

### Download the resource

---

## Recommended resources

[

##### Outreach best practices

Informed by our work with hundreds of nonprofits, discover our tried-and-true strategies for marketing your giving tools to your donors.

→ Download resource 

](https://lp.freewill.com/partner-outreach-best-practices-pg)

[

##### Planned Giving 101

New to planned giving? We can't make you an expert in the next four minutes, but these facts will get you halfway there in no time at all.

→ Get the facts 

](https://lp.freewill.com/planned-giving-fact-sheet)

##### Best practices: Stewardship

A planned gift is only the beginning of your relationship with your donors. Here's your first stop for tips on planned giving donor stewardship.

→ Read resource

## Looking for more partner resources?

Head back to the Partner Resource Hub to find more resources on outreach, messaging, and industry research.

 

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Copyright © 2026 FreeWill Co., a Delaware Public Benefit Corporation. All rights reserved. FreeWill offers online self-help solutions for common estate planning needs and related educational content. Estate planning may implicate both state and federal laws, and estate planning needs will differ based on personal circumstance and applicable law. FreeWill is not a law firm and its services are not substitutes for an attorney’s advice. The information here is provided for educational purposes only and is not intended to provide, and should not be construed as providing legal or tax advice. This information is general in nature and is not intended to serve as the primary or sole basis for investment or tax-planning decisions. Use of FreeWill's services is subject to the [Terms of Service](https://www.freewill.com/terms) & [Privacy Notice.](https://www.freewill.com/privacy)

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