4 ways to unlock the power of gifts of stock

Here’s something that might surprise you: Nonprofits that consistently receive gifts of appreciated stocks grow donation income six times faster than those that only receive cash.

This according to a recent study by Dr. Russell James.

Here are some things you can do to up your game in this high-impact type of fundraising, from Clairification, at Could Gifts of Stock Be Your Nonprofit’s Magic Genie?:

  1. Set up a Brokerage Account. Find a broker to work with you to makes gifts of stock easy for donors.
  2. Actively Promote Stock Gifts on your Website and Online Communications. Gifts from stock are not for all or even most donors. But it might make sense for more donors than you (or they) think. Make sure you donors can learn about this.
  3. Include a Sub-Menu on Your Home Page (under Donate). Make it easy for them to find out how to make stock gifts.
  4. Give Fundraisers Extra Tools, and Rewards, to Generate Gifts from Assets. Staff who deal directly with donors should know how to guide donors who can give stock gifts — and why it makes sense to do so.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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