Equality Florida: Converting Lightning in a Bottle to Bequests

Equality Florida stands as the largest civil rights organization dedicated to securing full equality for Florida's LGBTQ community. Through education, grassroots organizing, coalition building, and lobbying, they ensure no one suffers harassment or discrimination based on sexual orientation or gender identity. Their innovative approach to independent revenue generation through planned giving demonstrates how advocacy organizations can build long-term financial sustainability while providing immediate value to supporters.

Overview

Equality Florida invested in FreeWill, an online estate planning tool that enables supporters to create legal wills at no cost while providing an opportunity to include the organization as a beneficiary.

By offering free estate planning services, Equality Florida strengthened relationships with existing donors while identifying new legacy giving prospects.

The project established a foundation for future financial independence while deepening engagement with their supporter community.

Key Strategies & Tactics

Equality Florida's legacy giving initiative consisted of several integrated components designed to secure future revenue while providing immediate value to supporters:

• Digital Platform Integration: Subscribing to FreeWill.com at the "Featureship" level to ensure prominence when users in their region designated charitable beneficiaries
• Multi-Channel Marketing: Promoting the service through Facebook advertising and statewide email campaigns to reach different audience segments
• Legacy Society Development: Creating the Legacy of Equality Society as a structured engagement program for individuals who made legacy commitments
• Conversion Optimization: A/B testing various follow-up techniques to convert FreeWill users into Legacy of Equality Society members
  
  

Lessons Learned

• Strategic Marketing is Essential
  FreeWill is most effective when actively promoted through email and social media, requiring dedicated communications bandwidth
• Channel Effectiveness Varies
  Facebook ads generated more commitments by number, while email campaigns generated higher-value commitments
• Relationship Building Requires Structure
  Converting one-time will-makers into engaged legacy society members requires systematic follow-up and engagement strategies
• Technology Integration Matters
  Seamless integration between platforms would significantly improve efficiency and follow-up processes
• Value Proposition Must Be Clear
  Effectively communicating the dual benefits of free estate planning and supporting the cause is crucial for conversion
• Long-Term Vision is Required
  Legacy giving programs require patience and a commitment to building relationships that may not yield financial returns for many years

By The Numbers

Impact

Equality Florida established a foundation for significant future revenue that could help sustain their advocacy work for generations to come. The approach of offering free estate planning services created a win-win scenario: supporters received a valuable service at no cost, while the organization secured commitments for an estimated $1.8 million in future revenue.

This strategy proved particularly timely given the current state of LGBTQ affairs in Florida, where consistent, independent funding sources are crucial for maintaining advocacy efforts. By building a pipeline of future revenue through planned giving, Equality Florida is working toward financial resilience that can withstand shifts in the political landscape and philanthropic priorities.

The legacy giving program represents a broader transformation in how advocacy organizations can approach fundraising—not merely as a transactional necessity but as an opportunity to deepen supporter relationships while building long-term financial independence. This model of Independent Revenue Generation (IRG) helps ensure that vital social justice work can continue regardless of external funding fluctuations. For organizations across the progressive movement, Equality Florida's experience offers a blueprint for leveraging technology to create sustainable funding streams while providing immediate value to supporters.