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How Small and Medium Nonprofits Can Easily Accept Stock Donations

Posted on Updated on Charitable Giving, Nonprofit Best Practices, NonProfit Resources

There’s a common misconception among nonprofits that planned giving is a complicated, slow process, requiring the assistance of attorneys, CPAs, and financial advisors. Too many organizations overlook one of the best fundraising strategies available because of this misconception.

The truth is, over 90% of planned gifts don’t require significant technical planning or incur costs on behalf of the nonprofit. The key is knowing that options other than cash are available and having a working understanding of the process used for each. Once you understand how they work, you can educate your supporters.

Most planned gifts fall into one of three categories: bequests, Qualified Charitable Donations, or Stock Donations. Today I’m going to break down stock donations. Specifically, I’m going to walk you through why you should be offering this as a giving option, how stock donations work, and finally, a step-by-step explanation of how to accept stock donations. If your group already has an investment account, you should be able to begin processing donations within the next few days.

Let’s start with the why behind stock donations.

Nonprofits can accept donations and accept gifts not just in cash, but also in non cash assets such as appreciated assets or financial assets. Accepting non cash gifts opens up new opportunities for your non-profit beyond traditional money donations. Even better is that non-cash gifts are often more tax-efficient for your donors. You won’t be providing tax advice, but you can make your donors aware of alternate options for giving so that they can consult their own advisors.

Why give stock instead of cash.

When markets are near all-time highs, it’s likely that some of your donors are sitting on unrealized gains in their portfolios. Many of them would love to both provide for your mission and reduce their taxes – if you make it easy to give stock. While cash gifts are common, giving non-cash gifts like stocks, ETFs, or mutual fund shares can be a win-win for the donor’s taxes and result in more money for your mission.

I’m going to walk you through, in plain English, exactly what your nonprofit needs to start accepting stock gifts and how to handle them when they arrive. No jargon or calculus, just a clear process your team can follow. Learning how to accept gifts of appreciated assets and other non cash assets can help your nonprofit unlock more money for your mission.

1. Stock Gifts 101: Simple Definitions for Busy Nonprofit Leaders

What is a stock gift?

A stock gift (or stock donation) is simply when a donor gives you shares of stock or other appreciated securities (like mutual funds or ETFs) instead of writing a check or swiping a card. Be aware, stock gifts can only come from the donor’s non-qualified investments. If a donor mentions gifting securities from an IRA, you’ll want to point them to their financial or tax advisor for a conversation about which accounts actually incur capital gains tax.

Back to the topic at hand.

Instead of:

Donor sells stock → pays capital gains tax → gives you what’s left as cash

they can:

Donor transfers stock directly to your nonprofit → no capital gains tax on the sale → you receive the full value to support your mission

From your side, it’s just another type of nonprofit donation—one that often comes in larger amounts than regular cash gifts. From the donors’ perspective, they were able to give a higher amount to support the mission because they don’t have to pay taxes on the transaction.

What does “appreciated stock” mean?

“Appreciated stock” is just stock that’s worth more now than when they bought it.

  • They bought 100 shares at $20 → cost basis is $2,000
  • Today it’s worth $60 per share → fair market value (FMV) is $6,000
  • The appreciation (gain) is $4,000 (these $4,000 are unrealized gains, as long as they don’t realize the gains by selling)

If they sell the holding, they’d owe capital gains tax on that $4,000. If they instead donated the holding to charity, they may:

  • Avoid capital gains tax on the appreciation, and
  • Potentially claim a charitable deduction for the fair market value of the shares on the date of the gift

That’s why phrases like “donating appreciated stock,” “charitable donation of appreciated stock,” or “gift of appreciated stock” are so popular in tax strategy articles. It’s an incredibly tax-efficient way to give.

Important note: Your nonprofit should never give personal tax advice. Encourage donors to talk with their CPA or advisor about their specific situation. In addition, ensure your organization understands the importance of accurate donation receipts to protect your nonprofit and enhance donor trust.

2. Why Stock Donations Are a Win-Win for Donors and Nonprofits

Let’s walk through a simple example so you can explain this to your board and donors.

Imagine a donor, Sarah, wants to support your nonprofit with a gift of $10,000. She has two options:

  1. She can sell $10,000 worth of appreciated stock, pay capital gains tax, and then donate the after-tax cash to your organization.
  2. She can donate the same $10,000 of appreciated stock directly to your nonprofit.

In the first scenario, your organization receives a smaller cash contribution because Sarah must pay capital gains tax before donating. In the second scenario, your organization receives the full value of the stock, maximizing the impact of her contribution.

Benefits for your nonprofit:

  • You receive a larger contribution because no capital gains tax is paid.
  • Stock giving can increase overall contributions and support organizational growth by encouraging donors to give appreciated assets.
  • The easier you make donating, by providing different methods, the more likely a donor chooses to support your group

By understanding and promoting stock giving, your nonprofit can make it easier for donors to contribute appreciated assets, resulting in greater benefits for both donors and the organization.

Option A: Sell stock and give cash

  • She sells $10,000 of highly appreciated stock.
  • Her cost basis is $3,000, so the gain is $7,000.
  • Assume a combined capital gains tax rate of 20% for simplicity.
  • She pays $1,400 in tax on the gain.
  • She gives your nonprofit the remaining $8,600 in cash.

Result: You receive $8,600. The IRS gets $1,400.

Option B: Donate appreciated stock directly

  • She transfers $10,000 of appreciated stock directly to your nonprofit.
  • No capital gains tax is due on the sale of those shares.
  • She may be able to deduct the full $10,000 fair market value as a charitable contribution (subject to AGI limits and her own tax situation).

Result: You receive the full $10,000. Since most nonprofits don’t pay taxes, they’re able to immediately sell the stock and put the cash to use.

Both options have the same impact on Sarah’s portfolio, but accepting appreciated assets provides $1,400 more to your mission instead of to taxes. That’s what we mean when I talk about donating appreciated stock tax benefits.

For your nonprofit, stock gifts can:

  • Increase the average size of major gifts
  • Provide fuel for your endowment or reserve fund
  • Support capital campaigns and special projects
  • Diversify your fundraising strategies beyond events and mailers

When markets are strong and donors are sitting on gains, stock gifts should be one of your go-to fundraising ideas for nonprofits.

3. What Your Nonprofit Needs in Place to Accept Stock Gifts

The good news: you don’t have to be a large university or hospital to accept stock gifts. Small and medium non-profits can begin accepting stock donations with just a few basics. You can likely even begin accepting stock donations within the next few days.

1. A brokerage or investment account in your nonprofit’s name

To receive a stock donation, your nonprofit needs a brokerage or investment account, typically with a custodian like Schwab, Fidelity, Vanguard, or through a non-profit investment advisor such as Plentiful Wealth.

If you already have an endowment or reserve invested, you probably have this in place. If not, you can:

  1. Choose a custodian (ideally one with low fees and nonprofit-specific services).
  2. Open an account titled in your organization’s legal name and EIN.
  3. Make sure someone on staff (or your outsourced CIO/advisor) has authority to monitor and sell securities.

2. Clear written instructions for donors

Donors, and especially their financial advisors, need simple, accurate instructions.

On your website, under “Ways to Give” or “Donate Now”, create a section like:

How to Donate Appreciated Stock

When donors visit your stock donation page, they can complete the necessary forms and receive transfer instructions to facilitate their stock gift.

Include:

  • Your organization’s legal name and EIN
  • Custodian name (e.g., Charles Schwab)
  • Account name (e.g., “Friends of Main Street – Brokerage Account”)
  • Account number (Personally I prefer sharing this upon request)
  • DTC number (their advisor will need this. Think of it as a routing number for custodians.)
  • Contact person (name, phone, and email) for questions

You can host this on a dedicated URL so it’s easy to send: yourorg.org/stock-gifts or yourorg.org/donate-appreciated-stock.

3. A simple stock gift notification form

Transfers often arrive with little identifying information. A donor’s broker might just send shares—no name attached. That’s a headache you don’t need.

Create a short “Gift of Appreciated Stock” form (online and downloadable PDF) asking for:

  • Donor name and contact info
  • Name of the security (e.g., “Apple Inc. – AAPL”)
  • Number of shares (or approximate value)
  • Intended designation (general fund, endowment, specific project)
  • Name and contact information for their financial advisor

Ask donors (or their advisors) to submit this form the same day they initiate the transfer. That way, when shares show up, you know exactly who to thank. I’ve had to track down this information before and it can be a headache. It’s better to plan ahead.

4. Internal roles and responsibilities

Decide in advance:

  • Who monitors the brokerage account for incoming stock gifts
  • Who communicates with donors and advisors
  • Who records the gift in your accounting system and donor database
  • Who initiates the sale of stock, if your policy calls for selling promptly

For many smaller organizations, this might be the Executive Director and the finance chair; for others, it may be the Director of Development and the Controller. The key is clarity.

5. A policy for when to sell the stock

Most nonprofits, especially small ones, should sell donated stock shortly after it’s received. That keeps you from taking on unnecessary investment risk and aligns the gift with the donor’s intention: support your mission, not speculate on the market. Even if you plan on reinvesting the proceeds, it’s unlikely the gift is what your advisor will recommend for your portfolio, so you’re generally better off immediately selling.

As a best-practice, I generally recommend that organizations have a separate account specifically for accepting stock donations. This account is generally a brokerage account that will allow the organization to sell the holding and transfer the proceeds to their bank account, savings, or investment account. Having a separate account is a best-practice for several reasons:

  • You can include the account number online with less potential risk, as the account is almost always empty.
  • Account for donations is simpler because you know that all transfers into the account are a gift that needs to be tracked.
  • There’s no question of how to handle donations: you simply follow your policy, which is generally to liquidate any investment in the account and then transfer the proceeds.

Document this in your:

That way, when that first large appreciated stock donation shows up, you’re not scrambling to decide what to do.

Creating a Stock Donation Page: Making It Easy for Donors to Give

Here’s the deal with stock donations for nonprofits: if you don’t have a dedicated stock donation page, you’re missing out big time. In my experience, this simple addition to your website is a game-changer. It makes things easier for donors to give, and frankly, it helps you unlock those larger gifts that can move the needle. When donors see that you’re ready and able to accept stock, it signals you know what you’re doing and it makes the whole process feel accessible, even for folks who’ve never considered donating stock before.

My takeaway on a well-designed stock donation page? It’s not just about streamlining the process, though that’s huge. It actually increases the probability a donor will choose stock over traditional cash gifts. And here’s the thing—by making it easy to accept stock donations, you’re tapping into a whole new pool of gifts that are often at much higher values. Plus, you’re giving donors a tax-smart way to support what your cause. Bottom line: a clear, inviting stock donation page helps you stand out and makes it simple for donors to turn their investments into impact. That’s what I call a win-win.

Key elements of an effective stock donation page

If you want to make sure your stock donation page actually encourages donors to give and makes the whole process smooth, here are the elements I think are absolutely essential:

  • Clear explanation of benefits: Look, I always start with a straightforward overview of why donating stock is such a smart move. You need to highlight those tax benefits, like avoiding capital gains tax and getting a charitable deduction based on the fair market value. But here’s the thing: donors need to understand how these gifts can have a bigger impact on your nonprofit’s mission as well. The numbers speak for themselves on this one. Donors give because of impact, not tax benefits.
  • Simple donation form: This is where a lot of groups strike out. You want a straightforward form that captures everything you need: name, contact details, and donation-specific info like the company name and ticker symbol, number of shares, and brokerage details. While it might seem obvious, having all this information upfront means you can process the donation efficiently without going back and forth.
  • Secure transfer instructions: This is critical. You need to clearly outline every step for transferring the stock, including your nonprofit’s brokerage account information, account number, and any relevant DTC numbers. I can’t stress this enough, donors need to know exactly how to initiate the transfer. Any confusion here and you might lose the donation entirely. You can even include sample language for their advisor, like “I want to gift Your Organization Here 25 shares of xyz stock from my non-qualified brokerage account.”
  • Tax information: I always make sure the nonprofit’s tax ID number is prominently displayed, along with a clear statement confirming the organization’s eligibility to accept stock donations and provide tax deductability. This reassures donors that their gift will qualify for the expected tax benefits. Trust me, donors want to see this information front and center.
  • Personalized acknowledgment: Here’s what I’ve learned: donors need to know they’ll receive both a thank-you message and an official acknowledgment letter for tax purposes, including a description of the donated stock. (But don’t give state the value of the deduction in the letter! See my sample Stock Gift Acknowledgement Letter for more details) This helps donors feel appreciated and confident in the entire process.

My takeaway is simple: when you include these elements, your stock donation page will make donating stock easy, secure, and rewarding for your supporters. The result? Your nonprofit receives more gifts and maximizes the benefits of stock donations.

How to capture donor information securely

Let’s talk about protecting personal data when you’re dealing with stock donations. This is something I see nonprofits struggle with all the time, and frankly, it’s area where you can’t afford to cut corners. Let me break down what you need to know.

Data privacy controls aren’t only about following the rules, but they’re also incredibly important for building the kind of trust that keeps donors coming back. When someone decides to donate stock to your organization, they’re sharing sensitive financial information with you. That means you need to handle it right from the get-go.

Let’s dive into the specifics:

  • Use secure online forms: Look, this one might seem obvious, but you’d be surprised how many organizations I’ve seen that don’t get this right. Make sure your donation form is hosted on a secure website – and I mean really secure. You want to see that HTTPS in the URL, not just HTTP. That little “S” makes all the difference because it means the site is using SSL encryption to protect every piece of data your donors enter. Think of it this way: would you enter your bank account information on a site that didn’t have that security? Your donors shouldn’t have to either.
  • Secure storage: Here’s where things get a bit more technical, but stick with me because this is crucial. If you absolutely need to store sensitive information – and I mean absolutely need to, not just want to for convenience – you’ve got to use a secure methods to keep that data safe. Best practice is to just avoid storing unnecessary details, especially account numbers, unless they’re absolutely required for completing the transfer. The less sensitive data you store, the less you have to worry about protecting. Likewise, when the transfer is complete and you no longer need sensitive data, delete it.
  • Trusted payment processors: This is one area where going with a reputable name really matters. Work with payment processing systems that comply with industry security standards – these aren’t just nice-to-have features, they’re designed specifically to handle financial information safely and reduce your risk of data breaches. Nonprofits are always trying to stretch a dollar and I get it, but trying to save a few bucks on processing fees only to end up with much bigger problems down the road isn’t worth the risk.
  • Staff training: Here’s something that often gets overlooked, but it’s absolutely critical. Everyone on your team who handles donor information needs to understand best practices for data security and confidentiality. This doesn’t mean a one-time training session either. Regular training helps prevent those accidental leaks that can really damage donor trust. Think about it this way: your security is only as strong as your least informed team member.

When you prioritize security at every single step of the process, you’re not just protecting data, you’re building the confidence that makes donors want to complete their stock donation and continue supporting your cause. Your investment in security today will pay dividends in trust and repeat giving for years to come.

Tips for clear instructions and donor confidence

I’m going to be straight with you: clear communication is absolutely key to a successful stock donation program. When donors feel confident and informed, they’re way more likely to give—and frankly, they give more generously. Here’s what I’ve learned about making this process as transparent and supportive as possible.

Let me break this down for you.

Plain Language Approach: Avoid the technical jargon at all costs. Too many nonprofits lose potential donors because they got buried in complex terminology and suddenly the gift felt hard. Explain the stock donation process in simple, straightforward terms that anyone can understand. Let donors know exactly what to expect at each step, from initiating the transfer with their advisor, to confirmation, to receiving their tax receipt.

Step-by-Step Guidance: Provide a clear outline of the donation process. Walk them through how to fill out the donation form, how the stock transfer actually works, and what acknowledgment looks like on their end. Visual aids or checklists? Absolutely. I’ve found these make a huge difference in donor confidence. People want to see the roadmap before they start the journey. Most folks are visual, so a flow chart can really ensure understanding.

Multiple Support Channels: Offer several ways for donors to get help. A dedicated phone number, email address, or even dedicated team member. Quick, friendly help can make all the difference when there’s a snag or have questions. And trust me, they will have questions and snags will happen. The easier you make it for them to get answers, the more likely they are to complete the donation.

Share Impact Stories: This one’s a no-brainer, but you’d be surprised how many organizations skip it. Feature testimonials or stories from supporters who have made stock gifts in the past. It’s even better if you can link the donation directly to mission impact. Real stories from real people. When potential donors hear about the positive experience and actual impact of donating stock, it builds confidence like nothing else can. It’s social proof at its finest.

Knowledgeable Staff: Make absolutely sure your team knows the stock donation process inside and out. I can’t emphasize this enough—when donors interact with informed, helpful staff, they feel valued and reassured. Nothing kills a potential donation faster than a staff member who can’t answer basic questions about the process.

By following these approaches, your nonprofit can make it incredibly easy for donors to make stock donations, help them avoid capital gains taxes, and ensure they receive their charitable deduction—all while supporting your organization’s growth and mission. My biggest takeaway? A clear, supportive approach doesn’t just increase the likelihood of receiving larger gifts, it builds those lasting relationships with donors that keep your organization thriving for years to come.

4. Step-by-Step: Processing a Stock Gift From First Call to Thank-You Letter

Here’s a practical workflow you can follow every time you receive a stock gift. When your organization receives donated stocks, it’s important to have a clear process for accepting, managing, and liquidating these gifts to maximize their impact.

4.6. Send an acknowledgment letter to the donor. In addition to the acknowledgment letter, issue a tax receipt for the donated stocks. This tax receipt should include all required information for claiming the tax deduction and complying with IRS regulations.

Step 1 – Donor raises their hand

A donor or their advisor reaches out: “We’re thinking about donating appreciated stock.”

Your response can be something like:

“That’s wonderful—stock gifts are a very tax-efficient way to support our mission. I’ll send you our stock donation instructions and a short form so we can properly acknowledge your gift. If you don’t mind sharing, what made you think of supporting us?”

Make sure your staff and board know this language so they’re comfortable talking about donating appreciated securities.

Step 2 – Send your stock donation instructions

Email the donor (and their advisor, if appropriate) with:

  • A link to your “How to Donate Appreciated Stock” page
  • The downloadable stock gift notification form
  • Contact info if their brokerage has questions

Encourage them to have their broker initiate an electronic transfer. That’s usually faster and cleaner than mailing paper certificates. (As an FYI, you might even consider only allowing electronic transfers in your gift acceptance policy. Paper certificates are getting rare these days and they can be a headache. Or…kick it to your board. When in doubt about accepting a certain donation, leave the question to your board and let them decide if the hassle is worth it.)

Step 3 – Watch for the transfer and confirm receipt

Someone on your team should:

  • Log into the brokerage account at least weekly (daily near year-end).
  • Watch for incoming positions.
  • Match incoming shares to stock gift forms you’ve received.

Once you see the shares, send a quick confirmation email:

“We’re pleased to let you know that we’ve received your gift of 100 shares of XYZ Company. On behalf of our board, staff, and the people we serve, thank you.”

Quick confirmation is key, as donors will likely be checking with their advisor to ensure the transfer left their account. You want to be proactive here because it makes your non-profit look good.

Step 4 – Record the fair market value and date of gift

For publicly traded stock, the date of gift is usually the date the shares are transferred into your account.

To determine fair market value (FMV), nonprofits use the average of the high and low price on the date of the gift.

Whatever method you use, be consistent and document it in your accounting procedures.

Record:

  • Donor name
  • Security name and ticker
  • Number of shares
  • Date received
  • FMV on date of gift (for your records)
  • Date sold and net proceeds

Your donor database may record the FMV as the “gift amount,” while your accounting system will track proceeds when the stock is sold.

As an aside, if the gift was received to fulfil a pledge, you’ll have to think through your accounting process for recognizing the cash flow. This only applies to nonprofits using accrual accounting, but it can be important. Under accrual recognition rules, the organization will have recognized the pledge as income when it was made. If there’s a difference between the pledge and the actual amount realized from selling the shares, that will have to be noted through an adjustment to income. Likewise, if donor recognition was made based on gift amount and the actual gift ended up less because of market fluctuations, you’ll need a policy for how to handle the difference. As a best practice, I wouldn’t ask a donor to make up the difference between the pledged amount and realized proceeds unless it’s a significant amount. You don’t want to upset a donor over $50.

Step 5 – Sell or hold according to policy

If your policy is to sell immediately, place a trade to liquidate the position as soon as practical. As I mentioned earlier, this is the best practice for most, but not all, organizations.

Remember: the goal is to get gift proceeds into your operating account, project fund, or endowment according to the donor’s intent.

Step 6 – Send a timely stock gift acknowledgement letter

This is where a lot of nonprofits get nervous, especially with terms like “stock gift basis” or “stock gift cost basis.” The good news is your job is simpler than you think. You just have to document what you received, not the basis of the gift. You can leave that to their advisors.

A good acknowledgement letter for a charitable contribution of appreciated stock should include:

  • Your organization’s name and EIN
  • Donor’s name
  • Date the gift was received
  • A description of the property (e.g., “100 shares of ABC Corporation common stock”)
  • A statement that no goods or services were provided in exchange for the gift (or a description/value if there were)

Important:
You generally do not state the dollar value of the stock in the letter. You describe the property; the donor and their tax advisor determine the value and handle any forms related to AGI limits, appreciated securities donation, or specific rules for donating appreciated stock to a private foundation, donor-advised fund, or public charity.

It’s a good idea to have a standard template. If you don’t have a stock gift acknowledgement letter already, you can download mine at the bottom of this article and reuse it whenever you accept a stock donation.

5. Staying Compliant: Your Role vs. the Donor’s Tax Advisor

You don’t need to be a tax expert to accept stock gifts, but you should know where your responsibility ends. It’s essential to ensure your nonprofit’s policies and procedures are clearly defined to manage stock donations effectively and remain compliant.

Strong compliance practices not only protects your nonprofit but also they also support the nonprofit’s growth through increased trust and giving.

Your role

  • Maintain clear, accurate records of stock gifts.
  • Provide timely, compliant acknowledgement letters.
  • Maintain consistent procedures for valuing and recording gifts internally.
  • Follow your own gift acceptance and investment policies.

The donor’s role

  • Work with their CPA or financial advisor to understand:
    • Whether donating appreciated stock to charity is better than giving cash in their situation
    • How much they can deduct in a given year (AGI limits)
    • Whether they need to file any additional IRS forms

A simple phrase you can use:

“We’re grateful for your generosity. While we can’t provide tax advice, many donors find that donating appreciated stock is a very tax-efficient way to give. Please consult your tax advisor to see how this applies to your situation.”

That keeps you helpful, but firmly on the right side of the compliance line.

6. Making Stock Gifts Part of Your Year-Round Fundraising Strategy

Once your internal plumbing is set up, the next step is to actually talk about stock gifts. Integrating stock giving into your year-round fundraising strategy can help maximize contributions and engage donors in new ways.

Here are a few ways stock donations can help your nonprofit:

  • They often provide larger gifts than donors might give in cash.
  • They can help donors lower their taxes.
  • They can diversify your fundraising by including non-cash assets such as stocks, bonds, and real estate, which are often a substantial source of wealth and donations.

Where stock gifts fit in your fundraising plan

Stock donations can support:

  • Annual fund and general operating support
  • Capital campaigns
  • Endowment or board-designated reserves
  • Special projects (buildings, vehicles, new staff positions)

Think of stock gifts as one of your ongoing fundraising ideas for nonprofits, not just a one-time experiment.

How to talk about donating appreciated stock with donors

You don’t have to use heavy tax language. Something like this works well in appeals and conversations:

“If you’ve held a stock or mutual fund for a long time and it’s gone up in value, a charitable donation of appreciated stock may be a smart way to support our mission and avoid the pain of capital gains, while deducting the holding’s full fair market value. Your advisor can help you decide if this makes sense for you.”

You can use similar language:

  • On your website’s “Ways to Give” page
  • In year-end email campaigns
  • In letters to major donors
  • In conversations with local financial advisors and CPAs

Advisors are often looking for worthy nonprofits to recommend when clients ask about donating appreciated securities to charity or using donor-advised funds, or investing for nonprofits. Make their job easy.

7. Quick Weekend Checklist: Be Ready for Your First Stock Gift

If you’re thinking, “This sounds great, but my to-do list is already full,” here’s some encouragement: you can get the basics in place faster than you think.

Here’s a simple 9-step checklist you can tackle over the next week or two:

  1. Confirm or open a nonprofit brokerage account in your organization’s name.
  2. Add a short stock gift section to your gift acceptance policy and investment policy.
  3. Create a “How to Donate Appreciated Stock” page on your website with clear instructions.
  4. Build a stock gift notification form (online + PDF) to collect donor and advisor details.
  5. Assign internal roles for watching the brokerage account and recording gifts.
  6. Prepare a stock gift acknowledgement letter template so you’re ready to thank donors promptly.
  7. Brief your board and key staff on the basics so they can talk comfortably about stock donations.
  8. Add stock gifts to your year-round fundraising plan, especially your year-end and major-donor strategy.
  9. Identify 5–10 likely candidates—loyal donors, business owners, or investors—and quietly invite them to consider a gift of appreciated stock this year.

Final Thoughts

Accepting donations of appreciated stock isn’t just for big foundations and endowments. With a bit of setup, small and medium nonprofit organizations can do this just as well—and often benefit even more.

In a year when markets are near all-time highs and donors are looking for smart tax strategies, helping them donate appreciated stock to charity is one of the simplest upgrades you can make to your fundraising program.

You don’t need to become an investment expert. You just need:

  • The right accounts and instructions
  • A clear, repeatable process
  • A willingness to talk about stock gifts as a normal, everyday way to support your mission

Do that, and you’ll turn more of your community’s investment gains into the fuel your organization needs to serve people, grow programs, and build a more stable future.

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