Almost one in ten wills made are now made online, a figure that is set to grow over the next few years as online channels become increasingly viewed as a more convenient and affordable way to make a will. For a large number of charities, online wills are being used to attract and engage would-be donors, providing an effective, scalable and measurable way to generate legacy gifts.

The research brought to light opportunities and challenges associated with the increasing popularity of online wills.

Key findings

• Nearly one in ten (9% of) people who have created a will have done so online, and one in five who have yet to make a will plan to do so online.
• Wills made online are more likely to include a charitable gift.
• Online will makers are more likely to be younger, have a higher household income, be working, single and have children than the average will maker; however, a significant proportion are aged 65+.
• Charities’ association with online will providers and products lend credibility and trust, serving to endorse them.

Key Challenges

• Confusion exists around the role of the charity in the online will making process, with some people unsure whether they are ‘supporting’ the charity just by using the service, or believing the service is part of the charity’s provision.
• Many consumers assume that all online will products are broadly the same. When carrying out research to decide which provider to use, their focus is more likely to be on ensuring the company is reputable and that the process of making the will is smooth rather than the finer details and terms and conditions of the individual product and whether it fits their requirements and circumstances.
• The research also found that a consumer’s journey to making an online will is not linear; long time lags were reported between the initial consideration (to leave a legacy gift) and the action (to commit to the gift in a will).
• As consumers go through the online will making process, moving from consideration to execution, the visibility of the charity often reduces, with the online will provider becoming more prominent.

Considerations for charities

The research flagged areas for charities to be aware of when forming online will partnerships and promoting this service.

Clarity and transparency: charities need to be clear about their offering, why they are offering it and their role in the process, so consumers understand their motivations and how to support them.

Optimising the potential for gifts: given that online wills are attracting a larger proportion of younger consumers, charities need to consider how to effectively steward supporters over a longer period.

Managing risk: as consumers are more likely to trust an online will provider due to its association with a charity, charities must make sure that they understand the finer details of each of the products and that their chosen partners are offering quality, ethical and compliant products.

What's next?

Our latest research programme, Redefining stewardship in a changing legacy landscape is currently welcoming new members until 5th March.

Over the course of this programme, we will explore the dynamics around legacy stewardship, how supporters are feeling about being stewarded and the challenges charities are currently facing. We will also look to the future at the key trends that have potential to impact on stewardship practices. You can learning more by downloading our proposal or contact Claire Truswell with any questions or to sign up.