Case Study: National Urban League builds generational legacy giving with FreeWill

How National Urban League is leveraging a partnership with FreeWill to build generational legacies

The National Urban League, a historic civil rights organization, sought to grow its planned giving program to build generational support. As a one-person major gifts team, they lacked the bandwidth to launch a robust legacy and stock giving initiative on their own, limiting their ability to accept larger, non-cash donations from their dedicated supporters.

Partnering with FreeWill provided the National Urban League with accessible bequest and stock tools, streamlining the giving process and donor management. This allowed them to effectively communicate with donors through multiple channels, leading to over $3 million in bequest commitments since early 2021. FreeWill’s tools also improved internal efficiency, making gift processing and donor stewardship significantly easier for the organization.

National Urban League

Topaz Spooner-Lay

Senior Manager of Partnerships and Advancement Individual Relations