Gifts of Stock to Charity: “Buy Low, Give High”

An outright gift of stock is as good as cash. This marketing postcard tells the donor that “it’s easier than giving cash and could cost less.”

The template includes several compelling headlines and taglines to choose from.


In stock

Publicly traded securities held for more than one year—such as stocks, bonds, exchange-traded funds (ETFs), and mutual funds—are the non-cash assets most frequently donated to nonprofits.

Why? It’s probably because these assets are widely owned by donors and easily transferred.

What’s more, if a donor itemizes deductions on their tax return instead of taking the standard deduction, donating these assets can unlock additional funds for charity in two ways. First, potentially eliminate the capital gains tax one would incur if they sold the assets themselves and donated the proceeds, which may increase the amount available for charity by up to 20%. Second, one may claim a fair market value charitable deduction for the tax year in which the gift is made and may choose to pass on that savings in the form of more giving.

In summary:

  • One can give more
  • Potentially reduce future capital gains
  • Give their portfolio a health check in the process
  • The process is headache-free