Webinar recording

Writing effective, thoughtful communications for planned & major giving


This nonprofit webinar has been approved for 1.0 CFRE credit.


2020 is a year unlike any other for nonprofit fundraisers. From dealing with a global pandemic to a turbulent election cycle to an uncertain economy, fundraisers have had to be extra aware of their community’s needs. The current moment has compelled nonprofits to alter their traditional donor communication strategies — especially when discussing planned or major giving. Successful organizations have crafted messaging that is sensitive, considerate, and extremely effective at engaging donors and fundraising.

Watch Patrick Schmitt, the Co-CEO of FreeWill, as he explores how planned and major giving teams can create powerful written communications for their supporters and donors. He shares strategies and tips for how nonprofits can be thoughtful and sensitive to their donors’ needs while still continuing to generate funds for their mission during a challenging time.


In this free nonprofit webinar, we covered:

  • Acknowledging the crisis
  • How to frame your messaging
  • How to lead with empathy
  • Ways to incorporate asks
  • Examples from the community

View our past nonprofit webinars or COVID-19 resources.