Case Study: Defenders of Wildlife raises $7M in new bequests with FreeWill

How Defenders of Wildlife raised $7M in new bequests in their first year with FreeWill

The conservation organization Defenders of Wildlife faced a challenge in growing its planned giving program, as traditional marketing methods were yielding diminishing returns. They wanted to find new ways to reach beyond their established donor base to surpass their goals. They partnered with FreeWill to help achieve this.

With FreeWill's help, Defenders of Wildlife reframed its donor messaging and offered estate planning services to a broader audience. This solution resulted in over 300 new bequest commitments totaling $7 million in the first year, engaging a wider and more diverse group of supporters. FreeWill also enabled the organization to screen new donors for other gift opportunities, further growing its major and annual giving programs. As of April 2023, they have raised $38.8 million in total bequest commitments.

Defenders of Wildlife

Jim Luerssen

Director of Planned Giving