The Secret Weapon for Year-End Fundraising

Gifts of Stock: A Simple and Powerful Year-End Giving Idea

Hello, fundraisers! As we wrap up the year, there’s one giving option that can make a big difference for your organization: gifts of stock. It’s a simple idea, but it comes with huge benefits for both your donors and your mission.

Why Stock Gifts Are So Effective

Even with market ups and downs, many donors’ stock portfolios have grown over the last five years. That’s why more and more donors are using stock gifts to give back. Here’s why it’s such a smart choice:

1. Tax Savings: Donors avoid paying capital gains taxes and get a charitable deduction for the full value of the stock they give.
2. Ease of Giving: Stock gifts come from investment accounts, not everyday cash, so donors can give generously without affecting their regular budget.

Keep It Simple

To make stock gifts easy and appealing, avoid technical terms like “appreciated securities.” Stick to simple language like “gifts of stock.”

Include a clear message on your website or donation materials: “Want to make a gift of stock? Call us today.” Sometimes, the simplest invitation makes the biggest impact.

Who Should You Talk To?

• Major Donors: Stock gifts can help close those big gifts you’ve been working on for your capital campaign or year-end goals.
• Annual Fund Supporters: Many loyal donors have appreciated stock and may want to give more. Mention this option in your annual fund appeals.

Timing Is Key

It’s important to bring up stock gifts early. Donors will need time to work with their financial advisors to complete the transfer before the year ends.

Build Your Endowment

Stock gifts aren’t just for today—they’re a great way to grow your endowment for the future. Most endowments are built with stock gifts and bequests.

Your local community foundation can help make the process easier by:

• Handling stock transfers
• Assisting with paperwork
• Determining gift values for taxes
• Selling the stock and providing acknowledgments

Bottom Line: It’s a win-win for everyone.

Encouraging gifts of stock is a win for everyone. Donors get valuable tax benefits, and your organization gains the resources it needs to grow.

By making it easy, clear, and timely, you can unlock a new source of support this year-end. It’s a simple idea, but it might just be your secret weapon for finishing the year strong.

Happy fundraising, and here’s to making a big impact!

RESOURCES

Donor Renewals: The Easiest Gifts to Close for Your Year-End Campaign

The Old Ask vs the Collaborative Ask: Seven Shifts To Close Mega Gifts

Julia Campbell Podcast “The New Model for Major Gifts with Gail Perry and Beth Ann Locke”