Stop Just Asking for Cash. Start Asking for Gifts that Benefit Your Donors.

Add these seven smarter "asks" to your fundraising toolkit:

By Andy Ragone, CGPP

Most nonprofits ask for cash because it’s simple. But simple isn’t always best, especially since cash giving is the most expensive way to give. As philanthropic advisors, our job isn’t to chase checks—it’s to guide generosity. The kind that’s aligned, strategic, and resonates with the financial needs of our donors. When we limit the conversation to cash, we ignore the full palette of a donor’s potential. But when we ask better questions—and offer better options—we unlock gifts that matter more, last longer, and cost less. It’s time to stop thinking about transactions and start building partnerships rooted in possibility.

The following seven "asks" are designed to be used as tools AFTER conducting a proper assessment of your donors' financial situations.

For When You Need Money in the Door:

Ask for a QCD (Qualified Charitable Distribution).

If your donors are 70½ or older, they can give directly from their IRA—pre-tax. Up to $108,000 a year, free from income tax, straight to your cause. Even better, if they're 73 or older, an IRA gift helps satisfy their Required Minimum Distribution—a win-win for those who've already built up their savings and don't need the extra income. An especially smart play for those who don't itemize.

Ask for a Stock Gift.

When donors give appreciated stock directly, it’s a win-win: a full-value tax deduction and no capital gains tax. It’s a savvy way for them to avoid the tax hit—and make a bigger impact with the same gift. Avoiding capital gains sweetens the pot, especially for your non-itemizing donors.

Ask for a Donor-Advised Fund (DAF) Grant.

Think of it like a philanthropic savings account. The donor gets the deduction today—and the power to decide where the money flows tomorrow. It’s a perfect fit for those who want to maximize tax benefits now and keep their giving both flexible and easily managed. "DAF Bunching" is when a donor chooses to pour several years of donating into a single year instead of giving each year. This allows a donor to itemize her deductions in the first year instead of donating each year and having to claim the Standard Deduction each year. The donor can still distribute her grants each year as she normally would.

Ask for an Unwanted Piece of Real Estate (Gift and Sale).

Not all properties are treasures to their owners. If a donor sells you a property below its market value, they get a tax deduction for the difference and cash in hand. You get a gift and a chance to turn a burden into a blessing.

For When There's No Extra Cash on Hand:

Ask for an Estate Gift.

Legacy isn’t about leaving something behind—it’s about planting seeds that grow. By adding a simple gift to a will, trust, or beneficiary form, donors can amplify their values, shape the future, and stay part of the story, long after they're gone. A ripple that becomes a wave.

Ask for a Charitable Gift Annuity (CGA).

For donors over 75, a CGA offers an irresistible mix: guaranteed income for life, immediate tax advantages, and a meaningful legacy. A higher payout rate rewards their generosity now, and your mission later.

Ask for a Charitable Remainder Trust (CRT).

Ideal for those 65+, a CRT transforms wealth assets like stocks or real estate into lifelong income streams—with a major tax deduction today. When the time is right, the remainder fuels the causes they believe in most.

You’re not just asking for gifts—you’re inviting donors to be brilliant with their generosity. Equip yourself with better asks. Build deeper partnerships. Make generosity smarter, bigger, and longer-lasting.