3 Ways Your Website Can Support Your Non-Cash Giving Efforts
As a nonprofit fundraiser, you understand the importance of diversifying your revenue streams, and you’ve likely heard about (if not tried) several ways to do so. From corporate matching gifts to social media fundraising, nonprofits employ all sorts of strategies to appeal to different giving preferences and attract new donors. Non-cash giving is one commonly overlooked or underdeveloped aspect of many nonprofit fundraising strategies. While there are a variety of non-cash assets that donors have and may be willing to contribute to your nonprofit, many are simply unaware of the opportunity. In this guide, we’ll explore three ways your website can help you spread the word and boost your non-cash giving efforts:- Educate your supporters.
- Provide social proof.
- Simplify the donation process.
What is non-cash giving?
Before you start making specific website improvements to help secure non-cash gifts for your nonprofit, it’s important to get your entire team on the same page about non-cash giving and its benefits. Put simply, non-cash giving refers to the act of donating assets that are not cash to support a charitable cause. More specifically, there are several common types of non-cash giving, including:- Donor-advised funds (DAFs). Many wealthy donors set up DAF accounts with sponsoring organizations, like community foundations, into which they’ll make tax-deductible contributions. When they would like to distribute these funds to a specific nonprofit, they’ll recommend a grant and designate the amount to be given.
- Stocks. Donors can contribute appreciated stocks, bonds, and other securities to nonprofits. Doing so allows them to access tax benefits, such as avoiding capital gains taxes and claiming a deduction on the security’s fair market value.
- Cryptocurrency. By accepting cryptocurrency donations, your nonprofit can appeal to younger, more technologically inclined supporters. Cryptocurrency gifts, similar to gifts of securities, can bring added tax benefits that make them more appealing to prospective donors.
- Planned gifts. These gifts are usually deferred until after a donor’s passing. They typically involve the donor leaving assets such as real estate, retirement accounts, and life insurance policies to your nonprofit as part of their legacy.
1. Educate your supporters.
Many current and prospective donors navigate to your nonprofit’s website to learn more about your organization, including your mission, how you’re making a difference in the lives of those you serve, and how they can contribute to your impact. Use your website to educate your supporters about non-cash giving opportunities, starting with your Ways to Give page. This page is a simple yet crucial component of your website that should include elements such as a clear page title, compelling visuals, various ways to give, call-to-action (CTA) links, and information for contacting your nonprofit. Add your non-cash giving options to your Ways to Give page and create additional resources that inform prospective donors about each option’s process and benefits, from how to donate stock to how to get started with planned gifts. Many nonprofits choose to build standalone microsites, often called planned giving websites, to house all their educational materials on different forms of giving so supporters have everything they need to decide how they’d like to contribute.2. Provide social proof.
For donors who are unfamiliar with non-cash giving, highlighting others who have chosen and even prefer these methods of giving can go a long way toward inspiring them to try it out. Include supporter testimonials in your educational resources that emphasize the ease and impact of non-cash giving. Additionally, consider launching a legacy giving society to cultivate a sense of community among your legacy donors. Before you begin featuring their quotes and stories on your nonprofit’s website, however, Double the Donation’s donor recognition guide recommends asking your donors for permission first. While public recognition is an excellent way to show your nonprofit’s appreciation and infuse your content with social proof, some people may prefer to be thanked more privately. Use multimedia to enhance your non-cash giving content, such as:- Photo galleries of real non-cash donors
- “Why I Give” videos
- Podcast interviews