Rethinking How We Invite Donors to Give
I’ve just returned from the Public Media Development and Marketing Conference (PMDMC), energized by the many ideas shared to strengthen philanthropy in support of public media. Now that Congress has defunded public media, it’s more important than ever to think creatively — and act boldly — when it comes to sustaining our work. An effective way to do that is by promoting the many giving options available to donors beyond traditional cash gifts.
This idea was reinforced at PMDMC where attendees heard from peers who emphasized the value of regularly promoting alternative giving options like donor-advised funds (DAFs), stock gifts, and qualified charitable distributions (QCDs). In a timely session, Rasheeda Childress from The Chronicle of Philanthropy shared insights on current nonprofit fundraising trends, with a strong focus on DAFs. Her latest article highlights how nonprofits that directly engaged DAF holders saw promising results.
At CDP, we encourage public media organizations to keep these giving options front and center year-round. That means:
Sending a few standalone emails each year to your full list,
Featuring giving options prominently on your website, including an easy-to-find page specifically about DAF contributions,
And equipping gift officers to ask donors if they have a DAF.
Donors with DAFs, appreciated stock, or those aged 70½ and older have powerful tools to make meaningful contributions beyond cash. It’s essential to speak to these donors about the full range of ways they can make a lasting impact on your mission.
Not sure where to start? Here’s a quick overview of the most common non-cash giving options:
Donor-Advised Funds (DAFs)
What Is It?
A donor-advised fund is a charitable giving account offered by a sponsoring organization (like Fidelity Charitable, REN or a local community foundation). Donors contribute assets, receive an immediate tax deduction, and recommend grants to nonprofits over time.
What Nonprofits Should Know:
Donors must recommend grants; nonprofits can encourage but not solicit them like regular gifts
Thank the donor, but note: the check comes from the DAF sponsor, not the individual directly
Be sure to note in your CRM system that a donor gives through a DAF.
IRA Qualified Charitable Distributions (QCDs)
What Is It?
An IRA QCD allows individuals aged 70½ or older to donate up to $100,000 per year directly from a traditional IRA to a qualified nonprofit.
Benefits for Donors:
Counts toward Required Minimum Distributions (RMDs)
Excluded from taxable income (can lower taxes even without itemizing)
No need to itemize deductions to benefit
What Nonprofits Should Know:
Must be a qualified 501(c)(3) (DAFs and private foundations are excluded)
Acknowledgment should state no goods/services were received
Donor name may not appear on the check—follow up to confirm details
Gifts of Appreciated Stock
What is it?
Donors transfer shares of publicly traded stock (held over one year) directly to the nonprofit rather than selling and donating cash.
Benefits for Donors:
Avoid capital gains taxes on appreciated value
Receive a deduction for the fair market value of the stock
Can give more at a lower cost
What Nonprofits Should Know:
Must have a brokerage account to accept securities
Work with donor/broker to coordinate transfer
Issue a gift acknowledgment based on the average of high and low prices on the day of transfer
To help you put these strategies into action, here’s a sample email you can adapt and send to your donor list. It highlights the many ways supporters can give — whether through a donor-advised fund (DAF), stock, or a qualified charitable distribution (QCD) — and encourages them to consider the giving option that works best for them.
If you're looking to simplify giving through a Donor Advised Fund (DAF), stock, or Qualified Charitable Distribution (QCD), CDP has teamed up with Giving Docs to make it easier for public media organizations to tap into this powerful opportunity. Giving Docs enables donors to contribute via stock gifts, IRA QCDs, and DAFs — alongside a suite of planned giving tools designed to support long-term generosity.
If you’re interested in learning more about Giving Docs, a provider of user-friendly online estate planning and gift asset tools, contact us at cdp@cdpcommunity.org.