Four Philanthropy Essentials: Communication - Part 4

Four Philanthropy Essentials: Thinking Outside the Cash Box

Nearly all major donors hold less than 5 percent of their wealth in cash. However, many charitable organizations miss out on significant contributions because asking for gifts outside of straightforward cash can feel intimidating.

A healthy and growing stewardship program encourages generosity through a variety of vehicles. Accepting gifts of assets—like stock or property—empowers donors to make a large and lasting impact on your nonprofit, its endowment, and its long-term financial health.

What Are Non-Cash or Asset Gifts?

Let’s start with the basics:
Non-cash or asset gifts often include:

• 🏠 Stock or property
• 🚗 Vehicles
• 💼 Life insurance policies

👉 Good News: You don’t have to be an expert to accept these gifts!

• Your financial institution likely has staff who can assist.
• Faith-based or community foundations often have trained professionals to help handle asset gifts.

ESSENTIAL #4: Help Donors Meet Your Needs Beyond Cash

Here are five practical ways to encourage non-cash or asset giving:

1. Include Asset Giving Language in Appeals

   • Add language in stewardship appeals and on your website, like:

     “There are many other ways to support this mission. If you’d like to discuss a gift of stock, property, or naming [your organization] as a beneficiary of a life insurance policy, please contact us...”

2. Add Non-Cash Gift Options to Pledge Forms

   • Include a simple line that informs donors about non-cash gift options, such as vehicles or property.

3. Highlight Stories of Non-Cash Gifts

   • Share donor stories to inspire others.
   • Example: A donor explains how gifting stock or property allowed them to support your mission in a unique way.

4. Use Printed Inserts to Promote Asset Giving

   • Add a buck slip (a small printed insert) in your mailed giving statements. Highlight asset gift options like stock, vehicles, or property.

5. Create a Legacy Giving Section on Your Website

   • Add a dedicated section highlighting creative and non-cash giving opportunities.
   • Include inspiring donor stories, such as:

     “The Anderson family’s donation of their used van helped meet specific needs of the women’s shelter.”

Why Non-Cash Gifts Are Crucial

To build long-term financial resources, nonprofits need to:

• Provide pathways for donors to give from where their wealth resides.
• Highlight the tax advantages of donating stock or property for donors.
• Showcase how these gifts result in significant impact for your mission.

By embracing asset giving, you create opportunities for donors to make transformational contributions while also securing the financial health of your organization.

Tim Smith