Never simply announce that you have a new planned giving website. Instead, drum up excitement by wrapping news about your website into a larger fundraising message. It thanks your prospects for past support and encourages them to explore ways to give that benefit their and their family’s welfare while also benefitting your organization. It then directs them to your planned giving website, where they can learn more. Send that letter/postcard out several times a year.  There’s something called the “stickiness factor” in consistent direct mail.  Remember that fewer than a third of your letters will be read, and that fewer than 5% of the people who did read the letter will remember what it said 4 months after receiving it.  So, send the same letter again — don’t reinvent the wheel (or, even worse, send out just one marketing piece and then drop the campaign).