Marketing basics

Fundamental marketing concepts that will inform your FreeWill partnership

Using tracking links

We provide you with custom tracking links to use with each FreeWill marketing touchpoint you share with donors. This article explains what they are, how they work, and why they matter!

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Adding FreeWill's products to your website

Highlighting your FreeWill product(s) on your website is essential for success. These tips will ensure your web integrations are as strong as possible.

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Best practices for email outreach

From planned giving outreach to general do's and don'ts, here are our data-backed best practices for email outreach.

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Creating your own FreeWill integrations

These tips from our Content Team will help you craft effective FreeWill mentions in everything from e-newsletters to mailed appeals.

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Best practices for social media

From ads to imagery, here are our tips to maximize engagement and new gifts when sharing the FreeWill tools on social media.

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FreeWill marketing engagement emails

When your donors start - but don't complete - their will or trust using your FreeWill product, we follow up with a thank you and reminder to complete their plan. What do those engagement emails look like? Learn more here.

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Running A/B email tests

We love a good experiment at FreeWill. Learn everything you need to know about A/B email tests (a.k.a. split testing) and how it helps you learn what works for your audience.

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Making estate planning inclusive

Planned giving is a powerful way to honor and respect the diverse legacies of donors. By sensitively addressing barriers to estate planning, nonprofits can foster a more inclusive environment for all donors to participate..

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Multilingual marketing resources

FreeWill offers marketing resources in Spanish to help educate your community about estate planning and close the legacy gap.

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Best practices for sensitive messaging

In moments of crisis, this go-to resource will equip you with messaging that is respectful, sensitive, and effective.

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Best practices for your FreeWill Planned Giving Microsite

If you partner with FreeWill to offer your donors a Planned Giving Microsite, this article shares best practices and answers your most common questions.

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Best practices for bequest outreach

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

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4 marketing tips for your bequest product

You have limited time and bandwidth. When it comes to your FreeWill bequest product, focus on these four marketing tips to maximize results for your nonprofit.

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Sharing the bequest tool on social media

Thoughtful posts can help educate donors and inspire new planned gifts. But what's the most effective way to talk about legacy giving on social media?

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Copyright © 2024 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 & Privacy Notice.

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