So, You’re Almost at Year’s End and Your Appeal is Out. Now What?

by Melissa Irish, PRG Managing Associate

A few tips on making your year-end appeal even more successful!

  • Make sure you inform your donors that they can make gifts of appreciated stock. (And make sure you have a broker that can receive such gifts!). With so much growth in the markets, there are huge advantages to the donor. Bottom line- you can save on taxes! When you donate your appreciated assets, you avoid paying capital gains tax. If you itemize deductions, you can also take a charitable deduction for the entire donation amount.
  • Required Minimum Distributions (RMD’s) from IRAs are great ways to give. Donors 70 ½ and over are required to take an RMD. Using one’s RMD as the source of the gift has a triple advantage – it reduces the donor’s taxable income, the donor reaps the full charitable deduction, and for some not taking their RMD reduces their Medicare income. Make sure your donors know that this tax provision is back in 2021!
  • The Subject Line in email appeals and reminders is critical. Research shows the open rate of emails is tied directly to what appears in the subject line. “Help Us” isn’t nearly as effective and “You Can Make a Difference.” Put “you” in every subject line!
  • With fewer donors itemizing their tax returns, giving AFTER December 31 is alive and well. Don’t assume that everyone will rush to give before 2022. January & February giving is up so keep going into early 2022. Plus, January and February are ideal times to gather your Board and volunteers to personally acknowledge your donors. Thank you phone calls still work magic!
Photo Cred: Hasan Albari from Pexels