{"id":27863,"date":"2025-08-28T00:00:02","date_gmt":"2025-08-28T07:00:02","guid":{"rendered":"https:\/\/pro-migration.local\/?p=27863"},"modified":"2025-08-29T12:38:13","modified_gmt":"2025-08-29T19:38:13","slug":"charitable-stock-gifting","status":"publish","type":"post","link":"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/charitable-stock-gifting\/","title":{"rendered":"Unlock donor wealth by making stock gifting easy"},"content":{"rendered":"<p><em>This blog was written in collaboration with\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/stevelatham\/\" target=\"_blank\" rel=\"noopener\">Steve Latham<\/a>, CEO and co-founder of\u00a0<a href=\"https:\/\/donatestock.com\/\" target=\"_blank\" rel=\"noopener\">DonateStock<\/a>.<\/em><\/p>\n<p><span style=\"font-weight: 400;\">Philanthropy is at an inflection point.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Today\u2019s fundraisers <\/span><a href=\"https:\/\/publications.fepreports.org\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">face numerous headwinds<\/span><\/a><span style=\"font-weight: 400;\">\u2014including a shrinking donor base, economic uncertainty, and massive cuts in federal funding. While most households may feel cash poor, millions remain asset rich.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact, among the top 25% (35 million) of U.S. households, cash represents less than 10% of assets. The remaining 90% is in securities (like stocks, exchange-traded funds (ETFs) and mutual funds), donor-advised funds (DAFs), vehicles, real estate and other noncash assets.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Yet, most fundraisers spend 90% of their time pursuing 10% of donor assets. This presents a significant opportunity for forward-thinking fundraisers. <\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Why cash is not king<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Russell James\u2019 <\/span><a href=\"https:\/\/docsend.com\/view\/nmx648wadaciet35\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">groundbreaking research<\/span><\/a><span style=\"font-weight: 400;\"> illustrated the substantial benefits of reducing reliance on cash gifts. In short, fundraisers that grow noncash giving faster than cash giving outperform those that rely predominantly on cash.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The table below shows how nonprofits that solicit cash and noncash gifts grew almost 5x faster than those that relied solely on cash. Organizations that solicited stock gifts grew even quicker.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">The king of noncash assets<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Noncash gifts can include stocks, bonds, DAFs, IRAs (qualified charitable distributions), cryptocurrency, vehicles, real estate, art, antiques, and more. Among these, public securities\u2014such as stocks, ETFs, and mutual funds\u2014are the largest and most widely held. <\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Today, more than half of U.S. households own <\/span><a href=\"https:\/\/news.gallup.com\/poll\/266807\/percentage-americans-owns-stock.aspx\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">more than $40 trillion<\/span><\/a><span style=\"font-weight: 400;\"> in stocks, ETFs and mutual funds. Based on the number of potential stock donors, <\/span><span style=\"font-weight: 400;\">annual stock gifting should exceed $95 billion<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Why stock gifting?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Gifts of stock and mutual funds offer compelling advantages for donors and nonprofits alike.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Donors can avoid capital gains taxes and deduct the full market value of appreciated stock held for more than one year. As illustrated, the tax savings can be significant:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A donor who invested $1,000 in NVIDIA (NVDA) five years ago now has stock worth approximately $14,000 that they\u2019d like to donate to your organization.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">If they sell the stock, they\u2019d have to pay as much as $4,500 in taxes (depending on the state) on the $13,000 capital gain. This would leave them with only $8,500 to donate.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">If they donate the shares instead, there\u2019s no tax on the gain, and you would receive $14,000 versus $8,500. The donor also receives a much larger tax deduction of $14,000.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Appreciated securities allow for much larger gifts (averaging $7,000 in 2024) with unmatched tax benefits. When donors gift stock, everyone wins.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">The stock gifting gap<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Despite its benefits, stock gifting has been drastically underutilized for a few key reasons:\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Lack of awareness: <\/b><span style=\"font-weight: 400;\">Few donors are aware of this option, let alone understand its tax benefits.\u00a0\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Cumbersome process:<\/b><span style=\"font-weight: 400;\"> Traditional stock gifting is a manual and time-consuming effort for donors and advisors.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Fundraiser reluctance: <\/b><span style=\"font-weight: 400;\">Many fundraisers avoid promoting stock due to the perceived complexity and difficulty in reconciling gifts that arrive without the donor\u2019s identity.\u00a0<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">DonateStock\u2019s analysis of 100,000 nonprofit (990) tax returns revealed that only $11.7 billion in stock gifts were made directly to<\/span> <span style=\"font-weight: 400;\">nonprofits (excluding DAFs) in 2023. If you exclude the small number of mega-gifts, the normalized total was only $1.4 billion.<\/span><span style=\"font-weight: 400;\">\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This makes appreciated securities the single largest untapped source of charitable funding.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Introducing an easy button for stock gifting<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Technology and innovation remove barriers to stock gifting, making it accessible and manageable for organizations of all sizes.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">How DonateStock makes stock gifting easy<\/span><\/h3>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Simple donor experience: <\/b><span style=\"font-weight: 400;\">What once took hours, now takes five minutes with DonateStock\u2019s <\/span><a href=\"https:\/\/donatestock.com\/for-nonprofits\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Easy Button for Stock Gifting\u2122<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0 Real-time notifications and dashboards deliver transparency throughout the process, improving the donor experience and encouraging recurring gifts.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Full transparency:<\/b><span style=\"font-weight: 400;\">\u00a0 With a birds-eye view of all stock gifts, past and present, there\u2019s no more confusion about which donor gifted which shares. Mystery gifts largely disappear, saving countless hours while enabling better donor stewardship.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ability to scale:<\/b><span style=\"font-weight: 400;\"> By automating manual processes, such as facilitating transfers, liquidating securities, reconciling donations, and producing acknowledgement letters, you remove operational friction. More than 90% of DonateStock\u2019s customers process and acknowledge stock gifts through their 501(c)(3). By offloading the busy work, fundraisers can exponentially grow stock gifting while freeing up their team to focus on more important tasks.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Enablement and support:<\/b><span style=\"font-weight: 400;\"> Recognizing that stock gifting is still confusing for many, DonateStock provides live training, playbooks, toolkits, content, and guidance to educate donors and advisors.\u00a0<\/span><\/li>\n<\/ol>\n<h2><span style=\"font-weight: 400;\">Stock gifting integration with GoFundMe Pro<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">With the <\/span><a href=\"https:\/\/donatestock.com\/partners\/gofundme-pro\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">DonateStock and GoFundMe Pro integration<\/span><\/a><span style=\"font-weight: 400;\">, nonprofit teams can simplify the management and tracking of stock donations. Once connected, stock gift transactions sync directly into GoFundMe Pro and can pass directly to your customer relationship management software.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This automation reduces the manual effort typically required to process and reconcile stock gifts. More importantly, it gives fundraisers valuable time back to engage donors, craft appeals, and advance your organization\u2019s mission. With technology handling the administrative complexities behind the scenes, your team can stay focused on what matters most.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Stock gifting in action<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">One nonprofit benefiting from stock gifting is <\/span><a href=\"https:\/\/wck.org\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">World Central Kitchen<\/span><\/a><span style=\"font-weight: 400;\">. By making stock gifting prominent and easy for donors, World Central Kitchen saw stock gifting grow from 1.3% of proceeds to almost 9%\u2014a 6x relative increase versus other channels.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">World Central Kitchen also saw tremendous efficiency gains. By outsourcing the back-end process of selling, reconciling, and acknowledging gifts, it scaled its program without increasing head count.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Explore the <\/span><a href=\"https:\/\/bit.ly\/wckcase2023\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">full case study<\/span><\/a><span style=\"font-weight: 400;\"> to learn how World Central Kitchen made it happen.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Bringing it all together<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Appreciated securities represent trillions in untapped potential. By encouraging donors to share their wealth, nonprofits can grow faster and reduce their reliance on cash.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The opportunity is clear: Millions of donors have appreciated assets ready to give. All they need is for you to ask them for it and give a simple way to act.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With barriers removed, stock gifting offers a meaningful way for donors to contribute their assets, providing opportunities for growth, deepened relationships, and mission advancement. To learn more about the DonateStock and GoFundMe Pro integration for stock gifting, <a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/demo\/\">get in touch with our team today.<\/a><\/span><\/p>\n<p>Copy Editor:<em>\u00a0<\/em><a href=\"https:\/\/www.linkedin.com\/in\/ayannajulien\/\" target=\"_blank\" rel=\"noopener\"><em>Ayanna Julien<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This blog was written in collaboration with\u00a0Steve Latham, CEO and co-founder of\u00a0DonateStock. Philanthropy is at an inflection point. Today\u2019s fundraisers face numerous headwinds\u2014including a shrinking donor base, economic uncertainty, and massive cuts in federal funding. While most households may feel cash poor, millions remain asset rich.\u00a0 In fact, among the top 25% (35 million) of [&hellip;]<\/p>\n","protected":false},"author":23,"featured_media":27865,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[11],"tags":[],"class_list":["post-27863","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fundraising"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.5 (Yoast SEO v25.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Unlock donor wealth by making stock gifting easy - GoFundMe Pro<\/title>\n<meta name=\"description\" content=\"Introducing an easy button for stock gifting. 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