Posts tagged ‘Temple University’

January 27, 2017

Your #Charity is Losing Big Money If It Ignores This Giving Option

If you’re like most fundraising professionals, you’re ignoring one high-potential giving option. Sadly, it could be costing your nonprofit organization a fortune.

I’m talking about gifts of appreciated securities (e.g., stocks).

The Wall Street Bull.

The Wall Street Bull.

Just days ago, the Dow broke through the 20,000 level to set a new record close. The NASDAQ and the S&P 500 are also in record territory. As stock values have continued their post-election rally, many more Americans now hold appreciated stocks.

In 2016, 52 percent of Americans said they owned stocks in some form, according to Gallup. While that’s down from the 65 percent who owned stocks prior to the Great Recession, a majority of Americans still hold stock, directly, in mutual funds, and in retirement accounts.

Given that most Americans own stock and many of those stocks have appreciated in value, the nonprofit sector has a tremendous opportunity.

Contributing appreciated stocks provides donors with some important benefits:

  • It gives donors access to a pool of money with which to donate that would not otherwise be available to them for other purposes without negative tax consequences.
  • Contributors who donate appreciated stocks may be able to avoid paying the capital gains tax on those securities.
  • Donors may also be able to take a charitable-gift tax deduction based on the value of the stock donated.

Given the benefits for the donor and the nonprofit organization, I’m puzzled about why more charities aren’t stepping up to promote gifts of appreciated securities.

I know. I know. You’re organization’s website probably mentions this giving option in passing. For example, my alma mater Temple University promotes gifts of appreciated stock and mutual funds on its website. Unfortunately, it takes three clicks from the Home Page to find the 82-word statement buried on the vaguely named page “More Ways to Give.” I suppose that’s a bit better than the charities that don’t mention this giving option at all.

On the other hand, the American Civil Liberties Union does a better job of promoting stock gifts on its website. Furthermore, unlike Temple University, the ACLU site provides all of the information and instructions a donor will need in order to make a gift of stock.

To help donors understand the value of donating stock, The National Philanthropic Trust, which manages Donor Advised Funds, includes a hypothetical case study on its website to illustrate the value of donating appreciated stock.

Savvy donors, perhaps more donors than in recent years, are already benefitting by donating appreciated stocks.

For example, NPT saw an increase of stock gifts last year. Eileen Heisman, NPT’s President and CEO, reports:

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January 11, 2013

When is it OK to Surprise Your Donors?

Different surprises can produce radically different outcomes. So, before I address my headline question, let’s look at two stories from outside the fundraising world that can provide some insight.

Dame Jane Goodall, PhD, the world’s foremost authority on chimpanzees and founder of the Jane Goodall Institute, was invited to speak at an international conference. To welcome Goodall to her hotel room and to provide her with something to snack on, conference planners arranged for a salmon, complete with tasty accessories, to be delivered to her room.

The salmon might have been a nice, delicious surprise for a weary traveler except for one important thing: Goodall is a vegan. Rather than being pleased with the surprise, Goodall was offended and disgusted by it. She was definitely not happy.

Conference planners could easily have averted the problem with the Goodall-surprise if they had first done a bit of research.

Red Robin burgerBy contrast, the Red Robin gourmet-hamburger restaurant chain has developed a culture that encourages its employees to provide “Unbridled Acts.” Red Robin defines this as “random acts of kindness [employees] bestow upon restaurant Guests and other Team Members.” The acts focus on the target individual and what will make that person happy.

For example, ABCNews.com reported that a Red Robin manager in North Carolina surprised Amie and Jason Sivon. During a visit to their local Red Robin, with their two-year-old son, the Sivons chatted briefly with the manager. The manager joked that the meal might be a very pregnant Amie’s last before giving birth to her second child.

When the Sivons got their check, they saw that the restaurant had removed the cost of Amie’s $11.50 meal from the bill. A note was entered on to the check: “MOM 2 BEE GOOD LUC.”

“The manager said nothing to us about it,” Jason told ABCNews.com. “We were already happy with the service so that action really blew us away. I looked at my wife and told her that I guessed we would be coming here more often.”

Kevin Caulfield, a Red Robin spokesperson, explained the company’s corporate culture to ABCNews.com, “These kinds of random acts of kindness in our restaurants are part of our culture. Our team members, day in and day out, will bestow these random acts. They’re empowered to do special things for our guests to make the experience a great one for our guests.”

Red Robin takes Unbridled Acts so seriously that the company even devotes a section on its website to tell the stories customers share in letters, emails, and phone calls. Some stories involve comping a customer. Another story involves staff cheerfully searching through the garbage to find a customer’s lost key card. The stories are varied, but they all involve doing something special and unexpected for someone else. Some are particularly touching.

Red Robin knows how to surprise folks in small but wonderful ways.

So, when is it OK to surprise your donors and prospective donors?

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