3 tips for asking for a non-cash donation
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Hey Reader, Most nonprofits are unintentionally limiting how much donors can give. Not because donors aren’t generous…but because nonprofits fail to talk about all the ways a donor can make a donation. About 90% of wealth isn’t in cash - it's in non-cash assets (stocks, retirement accounts, real estate, etc). So when you are making an ask for a donation and only mention giving by credit card or check, you may be missing out on a much larger gift! Here's my advice to avoid that: Tip 1: Offer every giving optionI always recommend creating a one-page PDF that includes clear instructions for all the ways to make a gift (credit card, check, wire transfer, donor advised fund - with your EIN!, gift of securities with your brokerage information, etc. This makes it easy for the donor to see all the giving options as they consider their gift. Tip 2: Reference it in your appealsWhen you send an email asking for support, include a simple line like: “You can make your gift in whichever way is easiest for you. I’ve attached a one-page guide with instructions for check, wire transfer, stock gifts, and Donor Advised Funds.” That’s it! Tip 3: Make it part of every major donor conversationIn your conversations, make sure to reference it as well. You can ask: “Would you like to see all the ways you can make a gift? Some options - like a gift of securities or through your DAF - may actually be more advantageous for you.” Donors appreciate the transparency. And yes - this often leads to bigger gifts without you needing to ask for more! Cheers, Certified Fund Raising Expert (CFRE)
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