One donor mentions selling a vacation property. Another is preparing for retirement and restructuring investments. Someone else is considering the sale of a family business. In each case, a charitable opportunity may exist—but only if someone recognizes it.
Noncash gifts can seem intimidating because they often involve complex assets and less familiar tax rules. But you don’t need to become an attorney, CPA, or valuation expert to confidently discuss noncash gift options. By asking thoughtful questions and listening carefully for goals and life events, you can start conversations that may lead to extraordinary outcomes.
In 2024, Charitable Solutions facilitated 295 noncash gifts totaling approximately $733 million. By 2025, that number had grown to 645 gifts totaling roughly $1.7 billion. While individual organizations will see different results, the trend reflects a broader reality: many donors hold significant wealth in appreciated assets. Helping donors give these assets does not demand expertise in every technical detail—it just requires the confidence to recognize situations and start meaningful conversations.
1. Don’t assume that noncash gifts are only for specialists.
Many organizations miss opportunities because staff members assume gifts involving stock, real estate, or business interests are too complex to discuss. In reality, you don’t need to know every tax rule or strategy. Your role is simply to recognize when appreciated assets may be involved and help donors explore their options.
Do learn to recognize potential gifts. Many donors hold a substantial portion of their wealth in appreciated assets such as securities, real estate, or business interests. Unfortunately, these donors may focus exclusively on cash gifts without considering the stronger tax advantages or greater impact that appreciated assets may provide.
When discussing estate planning and charitable goals, consider asking questions such as:
• Do you own any appreciated securities, real estate, or business interests?
• Have you experienced significant growth in any of your investments?
• Are there any upcoming events that may affect your planning, such as retirement, a business sale, or a real estate transaction?
2. Don’t wait for donors to bring up noncash gifts.
Donors can’t consider options they don’t know exist, and they may not realize that appreciated assets could make effective gifts. Often, gift discussions begin during significant life and liquidity events rather than through discussions specifically focused on charitable giving.
Do listen for life events. Pay attention when donors mention:
• Retirement
• A business sale
• The sale of investment or vacation property
• Portfolio rebalancing
• A concentrated stock position
• An inheritance or other major life change
These situations can provide an ideal opening for conversations about appreciated assets and the tax benefits they may offer when used to meet charitable goals.
3. Don’t start with technical details.
Noncash gift planning can involve complex tax and legal considerations. While these details are important, they can overwhelm donors when introduced too early.
Do focus on donor goals first. Begin with questions that help donors clarify their priorities and objectives, such as:
• What are you hoping to accomplish with this gift?
• Are you currently considering selling any assets or investments?
• Are capital gains taxes a concern in an upcoming transaction?
• Do you want to make an immediate impact or create a future gift?
Starting with the donor’s goals leads naturally to discussions about the most appropriate charitable assets and gift options.
4. Don’t try to be the expert.
Many planned giving professionals hesitate to discuss noncash gifts because they worry about saying the wrong thing or not having all the answers. Fortunately, you don’t need to have every answer—successful gift planning is often a team effort.
Do build relationships with allied professionals. Before a potential gift arises, establish trust and credibility with the legal, tax, and financial advisors who can help donors evaluate potential gift strategies.
• Share planned giving materials that may be helpful to their clients, particularly around gifts of appreciated assets.
• Offer educational resources, such as newsletters, seminars, or webinars, designed to help advisors stay current on charitable planning strategies. (The Techniques newsletter from EDS is one example of outreach tailored to legal, tax, and financial professionals.)
• Look for ways to collaborate on donor education rather than approaching advisors only when a gift is being considered.
• Thank advisors for their partnership and keep them informed about successful charitable outcomes when appropriate.
5. Don’t let complexity become a barrier.
Many gifts of appreciated assets are connected to significant life events, such as a business sale, real estate transaction, retirement, or portfolio restructuring. These situations often have deadlines, and the window for charitable planning can close quickly.
Do act promptly. When donors express interest, timely follow-up demonstrates that your organization is prepared to evaluate the possibility. While additional review may be necessary, delays can cause momentum to fade and potentially result in a missed gift.
What if your organization doesn’t accept complex noncash assets?
You don’t need to be able to accept every type of asset directly to start the conversation. If a donor expresses interest in giving a complex asset, consider discussing donor-advised funds or other charitable intermediaries that may be able to facilitate the gift.
The Bottom Line
Noncash gifts do not require you to become a tax expert. They require curiosity, good questions, and a willingness to connect donors with the right resources.
Many donors miss the opportunity to make highly effective gifts of appreciated assets simply because they never think of them as an option. By asking thoughtful questions and consistently bringing noncash assets into the conversation, you can help donors make more meaningful gifts while advancing your mission.
