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Why cash is not king in fundraising: Results from 1 million nonprofit tax returns

The document discusses the significance of noncash asset gifts in fundraising, revealing insights from over a million nonprofit tax returns. It highlights how asset gifts can be perceived as smaller, remind donors of their wealth, and are often cheaper for the donor compared to cash gifts. The data indicates that nonprofits receiving noncash gifts experience significantly higher growth in total fundraising compared to those relying solely on cash donations.

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Data on the power of asset gifts from 1 million nonprofit tax returns Russell James III, J.D., Ph.D., CFP® Professor and Director of Graduate Studies in Charitable Financial Planning Texas Tech University Why cash is not king in fundraising
This presentation is different
War stories Massive data Over 1 million e-filed nonprofit tax returns This worked for me once
You wish it were true; so I’ll tell you it is, and you’ll be happy. How about a nice cup of reality?
“Best” practices What big organizations do Best practices What growing organizations do differently
The Psychologyand Economicsof Noncash Gifts
Asset gifts • feel relatively smaller • remind us of our wealth • mentally reclassify assets as donation relevant • reflect donor-centeredness • require fundraiser expertise • are more social • are cheaper
Past Expected Future Alternative Nearby additional Relevant Observed Current Multiple Alternative Hedonic Adaptation Placebo Effect; Stereotypes Peer Effects; Relative Standing Endogenous Determination of Time Preference Anchoring; Paradox of Choice Loss Aversion; Endowment Effect; Status Quo Bias Availability Effects The hard-wired biases in behavioral economics research shows that choices and satisfaction are driven by RELATIVE COMPARISONS
If you are asking for cash, you are asking small
If you are asking from the cash bucket, you are asking from the small bucket. Wealth is not held in cash. It is held in noncash assets.
97%-99% 1%-3% Financial assets held by families (U.S. Census 2017) https://www2.census.gov/programs-surveys/demo/tables/wealth/2013/wealth-asset-ownership/wealth-tables-2013.xlsx Other financial assets (stocks, bonds, retirement accounts, life insurance, mutual funds) Cash: Checking, savings, money market deposit accounts, and similar
“For a wealthy donor, asking for the same gift from assets (where it constitutes a tiny share) rather than from income (where it constitutes a much larger share) may reduce the relative perception of financial loss.” Asset gifts feel relatively smaller James III, R. (2017). Natural philanthropy: a new evolutionary framework explaining diverse experimental results and informing fundraising practice. Palgrave Communications, 3, 17050, p. 4.
Asset gifts remind us of our wealth Morewedge, C. K., Holtzman, L., & Epley, N. (2007). Unfixed resources: Perceived costs, consumption, and the accessible account effect. Journal of Consumer Research, 34(4), 459-467. Shoppers entering Broadway Market in Cambridge, MA: Would you like to participate in an experiment and receive this free chocolate bar? Randomly assigned to answer questions What’s in your wallet/purse? Cash? Credit cards? … Do you own stocks? Bonds? Certificates of deposit?... Spent 36% more
People who feel wealthy act charitably The strongest predictor of donation amount was subjective feelings about one’s wealth, not it’s objective adequacy. Relative comparisons change this feeling. Making college students feel richer by having them report their savings on a scale ranging from $0 to $500 rather than $0 to $50,000 increased subsequent donations. Wiepking, P., & Breeze, B. (2012). Feeling poor, acting stingy: The effect of money perceptions on charitable giving. International Journal of Nonprofit and Voluntary Sector Marketing, 17(1), 13-24. Herzenstein, M., & Small, D. (2012). Donating in recessionary times: Resource scarcity, social distance, and charitable giving. ACR North American Advances.
People attach labels to financial assets and then treat them differently Mental accounting Thaler, R. H. (1999). Mental accounting matters. Journal of Behavioral Decision Making, 12(3), 183.
When a donor makes a gift of a noncash asset, the donation experience can re-categorize that asset class as appropriate for future charitable consideration Labeling assets as donation relevant
Labeling assets as donation relevant Expanding the total number of budget categories for which a particular charitable donation was arguably relevant increased donations LaBarge, M. C., & Stinson, J. L. (2014). The role of mental budgeting in philanthropic decision-making. Nonprofit and Voluntary Sector Quarterly, 43(6), 993-1013.
People are more likely to spend irregular unearned gains (vs. regular earned income) on luxury goods in general (O’Curry, 1999) and charitable donations in particular (Reinstein & Reiner, 2012; Konow, 2010). Framing a donation as an exceptional event removes it from comparison with regular disposable income budget items and increases giving (Sussman, Sharma, & Alter, 2015) Irregular unearned gains – like appreciated assets – generate more giving Konow, J. (2010). Mixed feelings: Theories of and evidence on giving. Journal of Public Economics, 94(3-4), 279- 297.; O’Curry, S. (1999). Consumer budgeting and mental accounting. In P.E. Earl & S. Kemp (Eds.) The Elger companion to consumer research and economic psychology. Northhampton, MA: Cheltenham.; Reinstein, D. & Riener, G. (2012) Decomposing desert and tangibility effects in a charitable giving experiment. Experimental Economics, 15(1): 229-240.; Sussman, A. B., Sharma, E., & Alter, A. L. (2015). Framing charitable donations as exceptional expenses increases giving. Journal of Experimental Psychology: Applied, 21(2), 130.
Reminders of cash promote independence and exchange motives, reducing willingness to help and to make donations Cash is anti-social Gifts of objects are pro-social Vohs, K. D., Mead, N. L., & Goode, M. R. (2008). Merely activating the concept of money changes personal and interpersonal behavior. Current Directions in Psychological Science, 17(3), 208-212. Savani, K., Mead, N. L., Stillman, T., & Vohs, K. D. (2016). No match for money: Even in intimate relationships and collectivistic cultures, reminders of money weaken sociomoral responses. Self and Identity, 15(3), 342-355.
In contrast, gifts of objects are common in social relationships and emphasize communal norms rather than self- interested exchange relationships and exchange norms Cash is anti-social Gifts of objects are pro-social Cheal, D. (1987). Showing them you love them: gift giving and the dialectic of intimacy. Sociological Review, 35(1), 150-69.
• Organizations promoting and receiving non-cash gifts, especially complex gifts, are more likely to develop technically-skilled fundraisers • This greater level of financial knowledge changes the relationship from "asking" to "advising" and this leads to long-term fundraising growth Fundraiser technical sophistication
• Free 65 video YouTube series • Direct link: bit.ly/TexasTechProfessor Fundraiser technical sophistication
Donors can give more at the same net cost Appreciated asset gifts are objectively cheaper
Tax deduction + Avoid capital gains tax Tax deduction only Appreciated asset gifts are objectively cheaper
Donor Nonprofit $100k Cash Donor Nonprofit $37,000 + Avoid capital gains ($90,000 x 23.8%) $21,240 Income tax deduction ($100,000 x 37%) $37,000 $100k Stock Costs $41,760 Costs $63,000 Asset gifts are cheaper for itemizers
Donor Nonprofit $100k Cash Donor Nonprofit $37,000 + Avoid capital gains ($90,000 x 23.8%) $21,240 Income tax deduction ($100,000 x 37%) $37,000 $100k Stock Asset gifts are cheaper for non-itemizers Costs $100,000 Costs $78,760
Donor Nonprofit $100k Cash Donor Nonprofit $37,000 + Avoid capital gains ($90,000 x 23.8%) $21,240 Income tax deduction ($100,000 x 37%) $37,000 $100k Stock Costs $78,760 Use the new tax law to shift non-itemizers to asset gifts Costs $100,000
Donor Nonprofit Donor Nonprofit + Avoid capital gains ($90,000 x 23.8%) $21,240fed ($90,000 x 13.3%) –($90,000 x 5.27%) $7,227state Income tax deduct. ($100,000 x 39.6%) $39,600fed ($100,000 x 13.3%) –($100,000 x 5.27%) $8,030state Income tax deduct. ($100,000 x 37%) $37,000fed ($100,000 x 13.3%) –($100,000 x 5.27%) $13,300 state + Avoid capital gains ($90,000 x 23.8%) $21,240fed ($90,000 x 13.3%) –($90,000 x 5.27%) $11,970state Asset gifts just got EVEN cheaper for many 2017 2018 Net cost $16,490 in ‘18 vs. $23,903 in ‘17 $100k Cash $100k Stock Net cost $52,370 in ‘18 vs. $49,700 in ‘17
Donor Nonprofit $100K old stock (low basis) immediately buy identical stock (100% basis) No need to change your portfolio! The Charitable Swap No “wash sale” rule because this is gain property, not loss property $100K cash
Donor $100K old stock (low basis) immediately buy identical stock (100% basis) The Charitable Swap with a DAF $100K cash Donor Advised Fund
More good news for charitable deductions 1. Higher state tax benefits with SALT cap 2. Federal rates went up (33% to 35%) for singles earning $200,000 to $416,700 3. 2017 charitable tax deduction reduction by 3% of income over $261,500 [Pease limitation] eliminated 4. Income limits raised to 60% for cash gifts
• Nonprofits promoting non-cash gifts are willing to increase their hassle (cash is easier for the charity) to benefit the donor (gifts of appreciated assets are cheaper for the donor) • Action, not just talk Reflect real “donor-centeredness”
Asset gifts • feel relatively smaller • remind us of our wealth • mentally reclassify assets as donation relevant • reflect donor-centeredness • require fundraiser expertise • are more social • are cheaper If you just want results, the exact cause might not matter to you
Why this new data is such a big deal First time IRS released in computer readable format all e-filed Form 990s from 2010 forward including 1,055,917 tax returns from 205,696 nonprofits
NONPROFITS receiving ONLY CASH gifts NONPROFITS receiving ANY NONCASH gifts NONPROFITS receiving SECURITIES NONCASH gifts Let’s start with a simple comparison
5-year average growth in total fundraising NONPROFITS receiving ONLY CASH gifts 2,548 nonprofits raising $1MM+ in 2010 reported only cash gifts in 2010 & 2015 on e-file IRS-990 GROWTH NONPROFITS receiving ANY NONCASH gifts 4,236 nonprofits raising $1MM+ in 2010 reported noncash gifts in 2010 & 2015 on e-file IRS-990 GROWTH NONPROFITS receiving SECURITIES NONCASH gifts 2,143 nonprofits raising $1MM+ in 2010 reported securities gifts in 2010 & 2015 on e-file IRS-990 GROWTH (2010 to 2015)
NONPROFITS receiving ONLY CASH gifts 2,548 nonprofits raising $1MM+ in 2010 reported only cash gifts in 2010 & 2015 on e-file IRS-990 11% GROWTH NONPROFITS receiving ANY NONCASH gifts 4,236 nonprofits raising $1MM+ in 2010 reported noncash gifts in 2010 & 2015 on e-file IRS-990 50% GROWTH NONPROFITS receiving SECURITIES NONCASH gifts 2,143 nonprofits raising $1MM+ in 2010 reported securities gifts in 2010 & 2015 on e-file IRS-990 66% GROWTH (2010 to 2015) 5-year average growth in total fundraising
Yeah, but… Maybe there was something special about 2010 and 2015?
3-year average growth in total fundraising NONPROFITS receiving ONLY CASH Average Total Fundraising Years Growth ‘10-‘13 = 5% ‘11-‘14 = 1% ‘12-‘15 = 2% ‘13-‘16 = 0% NONPROFITS receiving ANY NONCASH Average Total Fundraising Years Growth ‘10-‘13 = 34% ‘11-‘14 = 30% ‘12-‘15 = 30% ‘13-‘16 = 25% NONPROFITS receiving SECURITIES NONCASH Average Total Fundraising Years Growth ‘10-‘13 = 44% ‘11-‘14 = 42% ‘12-‘15 = 39% ‘13-‘16 = 33% (2010 to 2013; 2011 to 2014; 2012 to 2015; 2013 to 2016)
Yeah, but… Maybe it’s just because noncash organizations are BIGGER?
$100K to <$500K $500K to <$1MM $1MM to <$2MM $2MM to <$3MM $3MM to <$5MM $5MM to <$10MM $10MM+ Nonprofits reporting only cashcontributions in 2010 & 2015 on e-IRS 990s 56% [n=9168] 25% [n=2397] 14% [n=1343] 18% [n=478] 0% [n=358] 0% [n=223] 26% [n=146] Nonprofits reporting any noncashcontributions in 2010 & 2015 on e-IRS 990s 137% [n=2278] 71% [n=1373] 60% [n=1215] 58% [n=652] 48% [n=728] 36% [n=679] 35% [n=962] Nonprofits reporting securitiescontributions in 2010 & 2015 on e-IRS 990s 400% [n=114] 176% [n=187] 103% [n=340] 94% [n=284] 68% [n=385] 50% [n=427] 43% [n=707] 5-year total fundraising growth by initial level of total contributions
Beyond simply “some v. none,” what happens when nonprofits shift to a larger SHARE of cash or noncash gifts?
What happens IN THE SAME YEAR when gifts shift from cash to assets? Fixed effects regression analysis of the 761,876 e-filed IRS Form 990s reporting positive contribution amounts from 205,696 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +18% When share from REAL ESTATE GROWS by +10% total contributions grow by +26% When share from CASH GROWS by +10% total contributions fall by -13%
Does the TYPE of noncash asset matter?
Gifts from larger asset types have more impact Same year effect of a 10% ratio shift (asset type/total giving) for nonprofits already reporting substantial noncash gifts Doesn't help none/minimal Books, Food, Collectibles, Uncategorized Helps a little +2% to +3% Cars, Boats, Household goods, Art, Drugs Definitely helps +7% Publicly-traded securities, Historical art & artifacts Helps a lot +14% to +18% Real estate, Non-publicly-traded securities
Yeah, but… My organization is different; we are really big and sophisticated
What happens IN THE SAME YEAR when gifts shift from cash to assets at large, $50MM+, fundraising NPOs? Fixed effects regression analysis of the 2,566 e-filed IRS Form 990s reporting contribution amounts of $50MM+ from 723 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +28% When share from REAL ESTATE GROWS by +10% total contributions grow by +13% When share from CASH GROWS by +10% total contributions fall by -6%
What happens IN THE SAME YEAR when gifts shift from cash to assets at large, $500MM+, fundraising NPOs? Fixed effects regression analysis of the 142 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 46 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +13% When share from REAL ESTATE GROWS by +10% total contributions grow by +4% When share from CASH GROWS by +10% total contributions fall by -14%
Yeah, but… Our sector is different; you wouldn’t understand
What happens IN THE SAME YEAR when gifts shift from cash to assets at Arts & Cultural nonprofits? Fixed effects regression analysis of the 70,744 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 18,228 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +21% When share from REAL ESTATE GROWS by +10% total contributions grow by +28% When share from CASH GROWS by +10% total contributions fall by -15%
What happens IN THE SAME YEAR when gifts shift from cash to assets at Education nonprofits? Fixed effects regression analysis of the 115,047 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 29,165 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +14% When share from REAL ESTATE GROWS by +10% total contributions grow by +24% When share from CASH GROWS by +10% total contributions fall by -11%
What happens IN THE SAME YEAR when gifts shift from cash to assets at Colleges & Universities? Fixed effects regression analysis of the 20,447 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 4,361 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +10% When share from REAL ESTATE GROWS by +10% total contributions grow by +18% When share from CASH GROWS by +10% total contributions fall by -9%
What happens IN THE SAME YEAR when gifts shift from cash to assets at Health Care nonprofits? Fixed effects regression analysis of the 63,904 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 14,960 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +22% When share from REAL ESTATE GROWS by +10% total contributions grow by +27% When share from CASH GROWS by +10% total contributions fall by -13%
What happens IN THE SAME YEAR when gifts shift from cash to assets at Specific Disease nonprofits [cancer, heart, arthritis, birth defect, AIDS, Alzheimer’s, autism…]? Fixed effects regression analysis of the 19,830 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 5,311 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +25% When share from REAL ESTATE GROWS by +10% total contributions grow by +27% When share from CASH GROWS by +10% total contributions fall by -12%
What happens IN THE SAME YEAR when gifts shift from cash to assets at Environment nonprofits? Fixed effects regression analysis of the 18,197 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 4,761 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +16% When share from REAL ESTATE GROWS by +10% total contributions grow by +28% When share from CASH GROWS by +10% total contributions fall by -19%
What happens IN THE SAME YEAR when gifts shift from cash to assets at Housing & Shelter nonprofits? Fixed effects regression analysis of the 27,256 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 7,472 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +27% When share from REAL ESTATE GROWS by +10% total contributions grow by +22% When share from CASH GROWS by +10% total contributions fall by -14%
What happens IN THE SAME YEAR when gifts shift from cash to assets at Recreation, Sports, Camps nonprofits? Fixed effects regression analysis of the 42,197 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 12,620 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +24% When share from REAL ESTATE GROWS by +10% total contributions grow by +35% When share from CASH GROWS by +10% total contributions fall by -13%
What happens IN THE SAME YEAR when gifts shift from cash to assets at Human Services (Red Cross, Salvation Army, YMCA, Family Services, Hospice, Adoption) nonprofits? Fixed effects regression analysis of the 104,214 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 24,874 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +23% When share from REAL ESTATE GROWS by +10% total contributions grow by +28% When share from CASH GROWS by +10% total contributions fall by -14%
What happens IN THE SAME YEAR when gifts shift from cash to assets at Animal or Wildlife nonprofits? Fixed effects regression analysis of the 16,029 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 4,220 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +20% When share from REAL ESTATE GROWS by +10% total contributions grow by +27% When share from CASH GROWS by +10% total contributions fall by -11%
What happens IN THE SAME YEAR when gifts shift from cash to assets at Business or Community Development nonprofits? Fixed effects regression analysis of the 48,477 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 14,520 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +21% When share from REAL ESTATE GROWS by +10% total contributions grow by +26% When share from CASH GROWS by +10% total contributions fall by -13%
What happens IN THE SAME YEAR when gifts shift from cash to assets at Community & Public Foundations? Fixed effects regression analysis of the 30,060 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 7,611 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +17% When share from REAL ESTATE GROWS by +10% total contributions grow by +24% When share from CASH GROWS by +10% total contributions fall by -13%
What happens IN THE SAME YEAR when gifts shift from cash to assets at International Development/Relief nonprofits? Fixed effects regression analysis of the 15,432 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 4,161 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +12% When share from REAL ESTATE GROWS by +10% total contributions grow by +31% When share from CASH GROWS by +10% total contributions fall by -14%
What happens IN THE SAME YEAR when gifts shift from cash to assets at Religious nonprofits filing form 990? Fixed effects regression analysis of the 36,194 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 10,015 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +15% When share from REAL ESTATE GROWS by +10% total contributions grow by +25% When share from CASH GROWS by +10% total contributions fall by -14%
Shifting to gifts of noncash assets drives total fundraising growth in every nonprofit sector, at every fundraising size, in every time period (same year and 3 or 5 years later)
How to talk about gifts of assets
Should you mention tax benefits?
Social Desirability Bias Other motivations must be tested, not self-reported People report socially-approved motivations
1,006 Respondents Groups X/Y definitely/somewhat/slightly Interested Now 20% 14% Will Never Be Interested 17% 23% Avoid capital gains tax by making a gift of stocks or bonds to a charity. Make a gift of stocks or bonds to charity. Random assignment James, R. N., III (2018). Describing complex charitable giving instruments: Experimental tests of technical finance terms and tax benefits. Nonprofit Management and Leadership. Advance Online Publication. DOI: 10.1002/nml.31302 Mentioning tax deductions increases charitable interest
definitely/somewhat/slightly Interested Now 50% 33% 31% Will Never Be Interested 8% 14% 20%1,904 Respondents Groups D/E/F Receive a tax deduction and make a gift that pays you income for life. Make a gift that pays you income for life and receive a tax deduction. Make a gift that pays you income for life. Mentioning tax deductions increases charitable interest James, R. N., III (2018). Describing complex charitable giving instruments: Experimental tests of technical finance terms and tax benefits. Nonprofit Management and Leadership. Advance Online Publication. DOI: 10.1002/nml.31302 Random rotating assignment
Interested Now 26% 12% 11% Will Never Be Interested 23% 33% 42%1,826 Respondents, Groups F/B/D Immediately receive a tax deduction for 70% of the value of a house or land by making a charitable gift of the property, but keeping the RIGHT TO USE it for the rest of your life. Make a charitable gift of either a house or land, but keep the RIGHT TO USE for the rest of your life and immediately receive a tax deduction for 70% of the value of the property. Make a charitable gift of either a house or land, but keep the RIGHT TO USE it for the rest of your life. James, R. N., III (2018). Describing complex charitable giving instruments: Experimental tests of technical finance terms and tax benefits. Nonprofit Management and Leadership. Advance Online Publication. DOI: 10.1002/nml.31302 definitely/somewhat/slightly Random rotating assignment Mentioning tax deductions increases charitable interest
Interested Now 28% 27% 21% Will Never Be Interested 17% 20% 25%1,782 Respondents, Groups E/A/C Get an immediate tax deduction by making a gift where you still control the investment of the assets, and receive income from the investments for the rest of your life with anything left over going to charity at your death. Make a gift where you get an immediate tax deduction, still control the investment of the assets and receive income from the investments for the rest of your life with anything left over going to charity at your death. Make a gift where you still control the investment of the assets, and receive income from the investments for the rest of your life with anything left over going to charity at your death. James, R. N., III (2018). Describing complex charitable giving instruments: Experimental tests of technical finance terms and tax benefits. Nonprofit Management and Leadership. Advance Online Publication. DOI: 10.1002/nml.31302 definitely/somewhat/slightly Mentioning tax deductions increases charitable interestRandom rotating assignment
Best phrasing to describe tax benefits
Avoid taxes by giving stocks How to avoid taxes by giving stocks Save taxes by giving stocks Tax tips when giving stocks Avoiding capital gains taxes by giving stocks Giving stocks I might be/am definitely interested __% __% __% __% __% __% Please rate your level of interest in clicking on the button to read the corresponding information.
Avoid taxes by giving stocks How to avoid taxes by giving stocks Save taxes by giving stocks Tax tips when giving stocks Avoiding capital gains taxes by giving stocks Giving stocks 28% 27% 25% 24% 24% 16% Please rate your level of interest in clicking on the button to read the corresponding information. I might be/am definitely interested
Mentioning tax benefits works, but it isn’t “the reason”
The power of social norms Do people like me do things like this?
Social norms are more powerful when the examples are like me +... 73% of Linnaeus University students who were asked for a contribution have donated 20 Swedish crowns to Golomolo. +... 73% of University students in Sweden who were asked for a contribution have donated 20 Swedish crowns to Golomolo. You can support Golomolo by donating 20 Swedish crowns. Agerström, J., Carlsson, R., Nicklasson, L., & Guntell, L. (2016). Using descriptive social norms to increase charitable giving: The power of local norms. Journal of Economic Psychology, 52, 147- 153. Study conducted with students at Linnaeus University in Sweden
What “you” would do or what another donor has done? Please rate your interest in pursuing the above described charitable giving arrangement. Interested Now definitely/somewhat/slightly All: ____% 55+: ____% All: ____% 55+: ____%
Please rate your interest in pursuing the above described charitable giving arrangement. All: 38.6% 55+: 38.6% All: 33.5% 55+: 23.2% Interested Now definitely/somewhat/slightly What “you” would do or what another donor has done?
Text only or text and donor picture? All: ___% 55+: ___% All: ___% 55+: ___% Please rate your interest in pursuing the above described charitable giving arrangement. % Interested now (definitely/somewhat/slightly)
Text only or text and donor picture? All: 38.6% 55+: 38.6% All: 31.1% 55+: 29.8% Please rate your interest in pursuing the above described charitable giving arrangement. % Interested now (definitely/somewhat/slightly)
What’s the problem with the donor picture? This photo? All photos? Donor age?
55+ ___% ___% ___% Interested now (definitely/somewhat/slightly) 35-54 ___% ___% ___% U-35 ___% ___% ___%
55+ 24.4% 22.0% 41.1% Interested now (definitely/somewhat/slightly) 35-54 38.4% 47.4% 30.6% U-35 44.5% 32.6% 30.2%
How do these compare with text only or a non-donor photo?
55+ 1st 44.4% 3rd 28.3% 24.4% 22.0% 41.1% Interested now (definitely/somewhat/slightly) Young Middle Older 35-54 3rd 40.1% 2nd 44.6% 38.4% 47.4% 30.6% U-35 3rd 34.7% 2nd 36.4% 44.5% 32.6% 30.2% All 1st 40.1% 2nd 36.5% 35.8% 34.0% 34.0% Age matched donor pictures are OK, otherwise use text only or different pictures
Are the examples like me? Do people like me do things like this?
New strategies
Accepting noncash gifts is safer today • Using DAFs that accept any asset type • Using new instruments like the single-asset LLC
Non-cash gifts are more important and more work
Are fundraisers given the extra tools and rewards to do the hard work of raising gifts of assets? Or to do we hit the “easy button” of cash only? (keeping the nonprofit in the no growth/slow growth category)
Data on the power of asset gifts from 1 million nonprofit tax returns Russell James III, J.D., Ph.D., CFP® Professor and Director of Graduate Studies in Charitable Financial Planning Texas Tech University Why cash is not king in fundraising Full technical paper available at ssrn.com/abstract=3126983

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In this document
Powered by AI

Introduction to the significance of asset gifts versus cash in fundraising practices.

This presentation sets a unique tone on fundraising by focusing on data from nonprofit tax returns.

Using over 1 million e-filed nonprofit tax returns to derive key fundraising insights.

Best practices compared between large organizations and those that are growing in fundraising strategies.

Exploring the psychology and economics behind noncash gifts in fundraising.

Asset gifts are perceived as smaller and promote a donor-centered experience in fundraising.

Behavioral economics insights reveal that choices in donations are influenced by relative comparisons.

Emphasizing that seeking cash donations limits potential fundraising from greater noncash assets.

Data shows 97%-99% of financial assets are noncash, highlighting wealth held in noncash assets.

Discussion on how asset gifts feel smaller to wealthy donors enhancing their willingness to donate.

Donors attach different labels to their assets impacting how they consider donating them.

Labeling assets can enhance their relevance, leading to increased donation amounts.

Gifts of noncash assets promote social interaction and relationships rather than cash transactions.

Technical skills in handling noncash gifts lead to better fundraising through advising donors.

Announcement of a YouTube series on fundraising strategies.

Explaining how appreciated asset gifts can be cheaper for donors compared to cash donations.

Detailed examples showing the financial advantage of donating stocks over cash gifts.

Explaining the 'Charitable Swap' concept for efficient asset donation.

Updates on tax changes that benefit charitable donations and implications for donors.

Advocating for nonprofits to prioritize noncash gifts despite the complexity involved.

highlighting the new IRS data on the power of asset gifts for nonprofits.

Analyzing fundraising growth between nonprofits based solely on cash versus mixed gifts.

Longitudinal data showing growth trends relative to cash or noncash contributions.

How shifting from cash to various asset types can significantly impact contributions.

Detailed analysis of effects on revenues across dimensions of nonprofits depending on the asset types.

Strategies to effectively discuss and promote noncash gifts to potential donors.

Research showing how mentioning tax benefits increases interest in charitable giving.

Phrasing strategies that improve donor engagement regarding tax advantages.

Discussing the importance of social norms in shaping charitable giving.

Research linking social norms and peer behavior with increased charitable contributions.

Effects of donor images versus text on interest in fundraising propositions.

Weighing the effectiveness of donor images in motivational communications.

Examining peer impact and their experiences on donor attitudes and decisions.

Reflection on whether fundraisers are equipped for noncash gift complexities.

Recap of the power of asset gifts in philanthropy and demand for accepting these gifts.

Why cash is not king in fundraising: Results from 1 million nonprofit tax returns

  • 1.
    Data on the powerof asset gifts from 1 million nonprofit tax returns Russell James III, J.D., Ph.D., CFP® Professor and Director of Graduate Studies in Charitable Financial Planning Texas Tech University Why cash is not king in fundraising
  • 2.
  • 3.
    War stories Massivedata Over 1 million e-filed nonprofit tax returns This worked for me once
  • 4.
    You wish itwere true; so I’ll tell you it is, and you’ll be happy. How about a nice cup of reality?
  • 5.
    “Best” practices What big organizationsdo Best practices What growing organizations do differently
  • 6.
  • 7.
    Asset gifts • feelrelatively smaller • remind us of our wealth • mentally reclassify assets as donation relevant • reflect donor-centeredness • require fundraiser expertise • are more social • are cheaper
  • 8.
    Past Expected Future Alternative Nearbyadditional Relevant Observed Current Multiple Alternative Hedonic Adaptation Placebo Effect; Stereotypes Peer Effects; Relative Standing Endogenous Determination of Time Preference Anchoring; Paradox of Choice Loss Aversion; Endowment Effect; Status Quo Bias Availability Effects The hard-wired biases in behavioral economics research shows that choices and satisfaction are driven by RELATIVE COMPARISONS
  • 9.
    If you are askingfor cash, you are asking small
  • 10.
    If you areasking from the cash bucket, you are asking from the small bucket. Wealth is not held in cash. It is held in noncash assets.
  • 11.
    97%-99% 1%-3% Financial assets heldby families (U.S. Census 2017) https://www2.census.gov/programs-surveys/demo/tables/wealth/2013/wealth-asset-ownership/wealth-tables-2013.xlsx Other financial assets (stocks, bonds, retirement accounts, life insurance, mutual funds) Cash: Checking, savings, money market deposit accounts, and similar
  • 12.
    “For a wealthydonor, asking for the same gift from assets (where it constitutes a tiny share) rather than from income (where it constitutes a much larger share) may reduce the relative perception of financial loss.” Asset gifts feel relatively smaller James III, R. (2017). Natural philanthropy: a new evolutionary framework explaining diverse experimental results and informing fundraising practice. Palgrave Communications, 3, 17050, p. 4.
  • 13.
    Asset gifts remindus of our wealth Morewedge, C. K., Holtzman, L., & Epley, N. (2007). Unfixed resources: Perceived costs, consumption, and the accessible account effect. Journal of Consumer Research, 34(4), 459-467. Shoppers entering Broadway Market in Cambridge, MA: Would you like to participate in an experiment and receive this free chocolate bar? Randomly assigned to answer questions What’s in your wallet/purse? Cash? Credit cards? … Do you own stocks? Bonds? Certificates of deposit?... Spent 36% more
  • 14.
    People who feelwealthy act charitably The strongest predictor of donation amount was subjective feelings about one’s wealth, not it’s objective adequacy. Relative comparisons change this feeling. Making college students feel richer by having them report their savings on a scale ranging from $0 to $500 rather than $0 to $50,000 increased subsequent donations. Wiepking, P., & Breeze, B. (2012). Feeling poor, acting stingy: The effect of money perceptions on charitable giving. International Journal of Nonprofit and Voluntary Sector Marketing, 17(1), 13-24. Herzenstein, M., & Small, D. (2012). Donating in recessionary times: Resource scarcity, social distance, and charitable giving. ACR North American Advances.
  • 15.
    People attach labelsto financial assets and then treat them differently Mental accounting Thaler, R. H. (1999). Mental accounting matters. Journal of Behavioral Decision Making, 12(3), 183.
  • 16.
    When a donormakes a gift of a noncash asset, the donation experience can re-categorize that asset class as appropriate for future charitable consideration Labeling assets as donation relevant
  • 17.
    Labeling assets as donation relevant Expandingthe total number of budget categories for which a particular charitable donation was arguably relevant increased donations LaBarge, M. C., & Stinson, J. L. (2014). The role of mental budgeting in philanthropic decision-making. Nonprofit and Voluntary Sector Quarterly, 43(6), 993-1013.
  • 18.
    People are morelikely to spend irregular unearned gains (vs. regular earned income) on luxury goods in general (O’Curry, 1999) and charitable donations in particular (Reinstein & Reiner, 2012; Konow, 2010). Framing a donation as an exceptional event removes it from comparison with regular disposable income budget items and increases giving (Sussman, Sharma, & Alter, 2015) Irregular unearned gains – like appreciated assets – generate more giving Konow, J. (2010). Mixed feelings: Theories of and evidence on giving. Journal of Public Economics, 94(3-4), 279- 297.; O’Curry, S. (1999). Consumer budgeting and mental accounting. In P.E. Earl & S. Kemp (Eds.) The Elger companion to consumer research and economic psychology. Northhampton, MA: Cheltenham.; Reinstein, D. & Riener, G. (2012) Decomposing desert and tangibility effects in a charitable giving experiment. Experimental Economics, 15(1): 229-240.; Sussman, A. B., Sharma, E., & Alter, A. L. (2015). Framing charitable donations as exceptional expenses increases giving. Journal of Experimental Psychology: Applied, 21(2), 130.
  • 19.
    Reminders of cash promoteindependence and exchange motives, reducing willingness to help and to make donations Cash is anti-social Gifts of objects are pro-social Vohs, K. D., Mead, N. L., & Goode, M. R. (2008). Merely activating the concept of money changes personal and interpersonal behavior. Current Directions in Psychological Science, 17(3), 208-212. Savani, K., Mead, N. L., Stillman, T., & Vohs, K. D. (2016). No match for money: Even in intimate relationships and collectivistic cultures, reminders of money weaken sociomoral responses. Self and Identity, 15(3), 342-355.
  • 20.
    In contrast, giftsof objects are common in social relationships and emphasize communal norms rather than self- interested exchange relationships and exchange norms Cash is anti-social Gifts of objects are pro-social Cheal, D. (1987). Showing them you love them: gift giving and the dialectic of intimacy. Sociological Review, 35(1), 150-69.
  • 21.
    • Organizations promoting andreceiving non-cash gifts, especially complex gifts, are more likely to develop technically-skilled fundraisers • This greater level of financial knowledge changes the relationship from "asking" to "advising" and this leads to long-term fundraising growth Fundraiser technical sophistication
  • 22.
    • Free 65video YouTube series • Direct link: bit.ly/TexasTechProfessor Fundraiser technical sophistication
  • 23.
    Donors can givemore at the same net cost Appreciated asset gifts are objectively cheaper
  • 24.
    Tax deduction + Avoid capital gainstax Tax deduction only Appreciated asset gifts are objectively cheaper
  • 25.
    Donor Nonprofit $100k Cash DonorNonprofit $37,000 + Avoid capital gains ($90,000 x 23.8%) $21,240 Income tax deduction ($100,000 x 37%) $37,000 $100k Stock Costs $41,760 Costs $63,000 Asset gifts are cheaper for itemizers
  • 26.
    Donor Nonprofit $100k Cash DonorNonprofit $37,000 + Avoid capital gains ($90,000 x 23.8%) $21,240 Income tax deduction ($100,000 x 37%) $37,000 $100k Stock Asset gifts are cheaper for non-itemizers Costs $100,000 Costs $78,760
  • 27.
    Donor Nonprofit $100k Cash DonorNonprofit $37,000 + Avoid capital gains ($90,000 x 23.8%) $21,240 Income tax deduction ($100,000 x 37%) $37,000 $100k Stock Costs $78,760 Use the new tax law to shift non-itemizers to asset gifts Costs $100,000
  • 28.
    Donor Nonprofit Donor Nonprofit + Avoidcapital gains ($90,000 x 23.8%) $21,240fed ($90,000 x 13.3%) –($90,000 x 5.27%) $7,227state Income tax deduct. ($100,000 x 39.6%) $39,600fed ($100,000 x 13.3%) –($100,000 x 5.27%) $8,030state Income tax deduct. ($100,000 x 37%) $37,000fed ($100,000 x 13.3%) –($100,000 x 5.27%) $13,300 state + Avoid capital gains ($90,000 x 23.8%) $21,240fed ($90,000 x 13.3%) –($90,000 x 5.27%) $11,970state Asset gifts just got EVEN cheaper for many 2017 2018 Net cost $16,490 in ‘18 vs. $23,903 in ‘17 $100k Cash $100k Stock Net cost $52,370 in ‘18 vs. $49,700 in ‘17
  • 29.
    Donor Nonprofit $100K old stock (lowbasis) immediately buy identical stock (100% basis) No need to change your portfolio! The Charitable Swap No “wash sale” rule because this is gain property, not loss property $100K cash
  • 30.
    Donor $100K old stock (lowbasis) immediately buy identical stock (100% basis) The Charitable Swap with a DAF $100K cash Donor Advised Fund
  • 31.
    More good news for charitable deductions 1.Higher state tax benefits with SALT cap 2. Federal rates went up (33% to 35%) for singles earning $200,000 to $416,700 3. 2017 charitable tax deduction reduction by 3% of income over $261,500 [Pease limitation] eliminated 4. Income limits raised to 60% for cash gifts
  • 32.
    • Nonprofits promotingnon-cash gifts are willing to increase their hassle (cash is easier for the charity) to benefit the donor (gifts of appreciated assets are cheaper for the donor) • Action, not just talk Reflect real “donor-centeredness”
  • 33.
    Asset gifts • feelrelatively smaller • remind us of our wealth • mentally reclassify assets as donation relevant • reflect donor-centeredness • require fundraiser expertise • are more social • are cheaper If you just want results, the exact cause might not matter to you
  • 34.
    Why this newdata is such a big deal First time IRS released in computer readable format all e-filed Form 990s from 2010 forward including 1,055,917 tax returns from 205,696 nonprofits
  • 35.
  • 36.
    5-year average growthin total fundraising NONPROFITS receiving ONLY CASH gifts 2,548 nonprofits raising $1MM+ in 2010 reported only cash gifts in 2010 & 2015 on e-file IRS-990 GROWTH NONPROFITS receiving ANY NONCASH gifts 4,236 nonprofits raising $1MM+ in 2010 reported noncash gifts in 2010 & 2015 on e-file IRS-990 GROWTH NONPROFITS receiving SECURITIES NONCASH gifts 2,143 nonprofits raising $1MM+ in 2010 reported securities gifts in 2010 & 2015 on e-file IRS-990 GROWTH (2010 to 2015)
  • 37.
    NONPROFITS receiving ONLY CASH gifts 2,548 nonprofits raising$1MM+ in 2010 reported only cash gifts in 2010 & 2015 on e-file IRS-990 11% GROWTH NONPROFITS receiving ANY NONCASH gifts 4,236 nonprofits raising $1MM+ in 2010 reported noncash gifts in 2010 & 2015 on e-file IRS-990 50% GROWTH NONPROFITS receiving SECURITIES NONCASH gifts 2,143 nonprofits raising $1MM+ in 2010 reported securities gifts in 2010 & 2015 on e-file IRS-990 66% GROWTH (2010 to 2015) 5-year average growth in total fundraising
  • 38.
    Yeah, but… Maybe therewas something special about 2010 and 2015?
  • 39.
    3-year average growthin total fundraising NONPROFITS receiving ONLY CASH Average Total Fundraising Years Growth ‘10-‘13 = 5% ‘11-‘14 = 1% ‘12-‘15 = 2% ‘13-‘16 = 0% NONPROFITS receiving ANY NONCASH Average Total Fundraising Years Growth ‘10-‘13 = 34% ‘11-‘14 = 30% ‘12-‘15 = 30% ‘13-‘16 = 25% NONPROFITS receiving SECURITIES NONCASH Average Total Fundraising Years Growth ‘10-‘13 = 44% ‘11-‘14 = 42% ‘12-‘15 = 39% ‘13-‘16 = 33% (2010 to 2013; 2011 to 2014; 2012 to 2015; 2013 to 2016)
  • 40.
    Yeah, but… Maybe it’sjust because noncash organizations are BIGGER?
  • 41.
    $100K to <$500K $500K to <$1MM $1MMto <$2MM $2MM to <$3MM $3MM to <$5MM $5MM to <$10MM $10MM+ Nonprofits reporting only cashcontributions in 2010 & 2015 on e-IRS 990s 56% [n=9168] 25% [n=2397] 14% [n=1343] 18% [n=478] 0% [n=358] 0% [n=223] 26% [n=146] Nonprofits reporting any noncashcontributions in 2010 & 2015 on e-IRS 990s 137% [n=2278] 71% [n=1373] 60% [n=1215] 58% [n=652] 48% [n=728] 36% [n=679] 35% [n=962] Nonprofits reporting securitiescontributions in 2010 & 2015 on e-IRS 990s 400% [n=114] 176% [n=187] 103% [n=340] 94% [n=284] 68% [n=385] 50% [n=427] 43% [n=707] 5-year total fundraising growth by initial level of total contributions
  • 42.
    Beyond simply “somev. none,” what happens when nonprofits shift to a larger SHARE of cash or noncash gifts?
  • 43.
    What happens INTHE SAME YEAR when gifts shift from cash to assets? Fixed effects regression analysis of the 761,876 e-filed IRS Form 990s reporting positive contribution amounts from 205,696 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +18% When share from REAL ESTATE GROWS by +10% total contributions grow by +26% When share from CASH GROWS by +10% total contributions fall by -13%
  • 44.
    Does the TYPE ofnoncash asset matter?
  • 45.
    Gifts from largerasset types have more impact Same year effect of a 10% ratio shift (asset type/total giving) for nonprofits already reporting substantial noncash gifts Doesn't help none/minimal Books, Food, Collectibles, Uncategorized Helps a little +2% to +3% Cars, Boats, Household goods, Art, Drugs Definitely helps +7% Publicly-traded securities, Historical art & artifacts Helps a lot +14% to +18% Real estate, Non-publicly-traded securities
  • 46.
    Yeah, but… My organizationis different; we are really big and sophisticated
  • 47.
    What happens INTHE SAME YEAR when gifts shift from cash to assets at large, $50MM+, fundraising NPOs? Fixed effects regression analysis of the 2,566 e-filed IRS Form 990s reporting contribution amounts of $50MM+ from 723 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +28% When share from REAL ESTATE GROWS by +10% total contributions grow by +13% When share from CASH GROWS by +10% total contributions fall by -6%
  • 48.
    What happens INTHE SAME YEAR when gifts shift from cash to assets at large, $500MM+, fundraising NPOs? Fixed effects regression analysis of the 142 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 46 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +13% When share from REAL ESTATE GROWS by +10% total contributions grow by +4% When share from CASH GROWS by +10% total contributions fall by -14%
  • 49.
    Yeah, but… Our sector isdifferent; you wouldn’t understand
  • 50.
    What happens INTHE SAME YEAR when gifts shift from cash to assets at Arts & Cultural nonprofits? Fixed effects regression analysis of the 70,744 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 18,228 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +21% When share from REAL ESTATE GROWS by +10% total contributions grow by +28% When share from CASH GROWS by +10% total contributions fall by -15%
  • 51.
    What happens INTHE SAME YEAR when gifts shift from cash to assets at Education nonprofits? Fixed effects regression analysis of the 115,047 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 29,165 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +14% When share from REAL ESTATE GROWS by +10% total contributions grow by +24% When share from CASH GROWS by +10% total contributions fall by -11%
  • 52.
    What happens INTHE SAME YEAR when gifts shift from cash to assets at Colleges & Universities? Fixed effects regression analysis of the 20,447 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 4,361 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +10% When share from REAL ESTATE GROWS by +10% total contributions grow by +18% When share from CASH GROWS by +10% total contributions fall by -9%
  • 53.
    What happens INTHE SAME YEAR when gifts shift from cash to assets at Health Care nonprofits? Fixed effects regression analysis of the 63,904 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 14,960 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +22% When share from REAL ESTATE GROWS by +10% total contributions grow by +27% When share from CASH GROWS by +10% total contributions fall by -13%
  • 54.
    What happens INTHE SAME YEAR when gifts shift from cash to assets at Specific Disease nonprofits [cancer, heart, arthritis, birth defect, AIDS, Alzheimer’s, autism…]? Fixed effects regression analysis of the 19,830 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 5,311 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +25% When share from REAL ESTATE GROWS by +10% total contributions grow by +27% When share from CASH GROWS by +10% total contributions fall by -12%
  • 55.
    What happens INTHE SAME YEAR when gifts shift from cash to assets at Environment nonprofits? Fixed effects regression analysis of the 18,197 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 4,761 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +16% When share from REAL ESTATE GROWS by +10% total contributions grow by +28% When share from CASH GROWS by +10% total contributions fall by -19%
  • 56.
    What happens INTHE SAME YEAR when gifts shift from cash to assets at Housing & Shelter nonprofits? Fixed effects regression analysis of the 27,256 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 7,472 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +27% When share from REAL ESTATE GROWS by +10% total contributions grow by +22% When share from CASH GROWS by +10% total contributions fall by -14%
  • 57.
    What happens INTHE SAME YEAR when gifts shift from cash to assets at Recreation, Sports, Camps nonprofits? Fixed effects regression analysis of the 42,197 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 12,620 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +24% When share from REAL ESTATE GROWS by +10% total contributions grow by +35% When share from CASH GROWS by +10% total contributions fall by -13%
  • 58.
    What happens INTHE SAME YEAR when gifts shift from cash to assets at Human Services (Red Cross, Salvation Army, YMCA, Family Services, Hospice, Adoption) nonprofits? Fixed effects regression analysis of the 104,214 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 24,874 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +23% When share from REAL ESTATE GROWS by +10% total contributions grow by +28% When share from CASH GROWS by +10% total contributions fall by -14%
  • 59.
    What happens INTHE SAME YEAR when gifts shift from cash to assets at Animal or Wildlife nonprofits? Fixed effects regression analysis of the 16,029 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 4,220 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +20% When share from REAL ESTATE GROWS by +10% total contributions grow by +27% When share from CASH GROWS by +10% total contributions fall by -11%
  • 60.
    What happens INTHE SAME YEAR when gifts shift from cash to assets at Business or Community Development nonprofits? Fixed effects regression analysis of the 48,477 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 14,520 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +21% When share from REAL ESTATE GROWS by +10% total contributions grow by +26% When share from CASH GROWS by +10% total contributions fall by -13%
  • 61.
    What happens INTHE SAME YEAR when gifts shift from cash to assets at Community & Public Foundations? Fixed effects regression analysis of the 30,060 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 7,611 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +17% When share from REAL ESTATE GROWS by +10% total contributions grow by +24% When share from CASH GROWS by +10% total contributions fall by -13%
  • 62.
    What happens INTHE SAME YEAR when gifts shift from cash to assets at International Development/Relief nonprofits? Fixed effects regression analysis of the 15,432 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 4,161 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +12% When share from REAL ESTATE GROWS by +10% total contributions grow by +31% When share from CASH GROWS by +10% total contributions fall by -14%
  • 63.
    What happens INTHE SAME YEAR when gifts shift from cash to assets at Religious nonprofits filing form 990? Fixed effects regression analysis of the 36,194 e-filed IRS Form 990s reporting contribution amounts of $500MM+ from 10,015 organizations in 2010-2016. When share from SECURITIES GROWS by +10% total contributions grow by +15% When share from REAL ESTATE GROWS by +10% total contributions grow by +25% When share from CASH GROWS by +10% total contributions fall by -14%
  • 64.
    Shifting to gifts ofnoncash assets drives total fundraising growth in every nonprofit sector, at every fundraising size, in every time period (same year and 3 or 5 years later)
  • 65.
    How to talk aboutgifts of assets
  • 66.
  • 67.
    Social Desirability Bias Othermotivations must be tested, not self-reported People report socially-approved motivations
  • 68.
    1,006 Respondents Groups X/Y definitely/somewhat/slightly Interested Now 20% 14% WillNever Be Interested 17% 23% Avoid capital gains tax by making a gift of stocks or bonds to a charity. Make a gift of stocks or bonds to charity. Random assignment James, R. N., III (2018). Describing complex charitable giving instruments: Experimental tests of technical finance terms and tax benefits. Nonprofit Management and Leadership. Advance Online Publication. DOI: 10.1002/nml.31302 Mentioning tax deductions increases charitable interest
  • 69.
    definitely/somewhat/slightly Interested Now 50% 33% 31% Will Never Be Interested 8% 14% 20%1,904 Respondents GroupsD/E/F Receive a tax deduction and make a gift that pays you income for life. Make a gift that pays you income for life and receive a tax deduction. Make a gift that pays you income for life. Mentioning tax deductions increases charitable interest James, R. N., III (2018). Describing complex charitable giving instruments: Experimental tests of technical finance terms and tax benefits. Nonprofit Management and Leadership. Advance Online Publication. DOI: 10.1002/nml.31302 Random rotating assignment
  • 70.
    Interested Now 26% 12% 11% Will Never Be Interested 23% 33% 42%1,826 Respondents, GroupsF/B/D Immediately receive a tax deduction for 70% of the value of a house or land by making a charitable gift of the property, but keeping the RIGHT TO USE it for the rest of your life. Make a charitable gift of either a house or land, but keep the RIGHT TO USE for the rest of your life and immediately receive a tax deduction for 70% of the value of the property. Make a charitable gift of either a house or land, but keep the RIGHT TO USE it for the rest of your life. James, R. N., III (2018). Describing complex charitable giving instruments: Experimental tests of technical finance terms and tax benefits. Nonprofit Management and Leadership. Advance Online Publication. DOI: 10.1002/nml.31302 definitely/somewhat/slightly Random rotating assignment Mentioning tax deductions increases charitable interest
  • 71.
    Interested Now 28% 27% 21% Will Never Be Interested 17% 20% 25%1,782 Respondents, GroupsE/A/C Get an immediate tax deduction by making a gift where you still control the investment of the assets, and receive income from the investments for the rest of your life with anything left over going to charity at your death. Make a gift where you get an immediate tax deduction, still control the investment of the assets and receive income from the investments for the rest of your life with anything left over going to charity at your death. Make a gift where you still control the investment of the assets, and receive income from the investments for the rest of your life with anything left over going to charity at your death. James, R. N., III (2018). Describing complex charitable giving instruments: Experimental tests of technical finance terms and tax benefits. Nonprofit Management and Leadership. Advance Online Publication. DOI: 10.1002/nml.31302 definitely/somewhat/slightly Mentioning tax deductions increases charitable interestRandom rotating assignment
  • 72.
  • 73.
    Avoid taxes bygiving stocks How to avoid taxes by giving stocks Save taxes by giving stocks Tax tips when giving stocks Avoiding capital gains taxes by giving stocks Giving stocks I might be/am definitely interested __% __% __% __% __% __% Please rate your level of interest in clicking on the button to read the corresponding information.
  • 74.
    Avoid taxes bygiving stocks How to avoid taxes by giving stocks Save taxes by giving stocks Tax tips when giving stocks Avoiding capital gains taxes by giving stocks Giving stocks 28% 27% 25% 24% 24% 16% Please rate your level of interest in clicking on the button to read the corresponding information. I might be/am definitely interested
  • 75.
    Mentioning tax benefits works, butit isn’t “the reason”
  • 76.
    The power ofsocial norms Do people like me do things like this?
  • 77.
    Social norms aremore powerful when the examples are like me +... 73% of Linnaeus University students who were asked for a contribution have donated 20 Swedish crowns to Golomolo. +... 73% of University students in Sweden who were asked for a contribution have donated 20 Swedish crowns to Golomolo. You can support Golomolo by donating 20 Swedish crowns. Agerström, J., Carlsson, R., Nicklasson, L., & Guntell, L. (2016). Using descriptive social norms to increase charitable giving: The power of local norms. Journal of Economic Psychology, 52, 147- 153. Study conducted with students at Linnaeus University in Sweden
  • 78.
    What “you” woulddo or what another donor has done? Please rate your interest in pursuing the above described charitable giving arrangement. Interested Now definitely/somewhat/slightly All: ____% 55+: ____% All: ____% 55+: ____%
  • 79.
    Please rate yourinterest in pursuing the above described charitable giving arrangement. All: 38.6% 55+: 38.6% All: 33.5% 55+: 23.2% Interested Now definitely/somewhat/slightly What “you” would do or what another donor has done?
  • 80.
    Text only ortext and donor picture? All: ___% 55+: ___% All: ___% 55+: ___% Please rate your interest in pursuing the above described charitable giving arrangement. % Interested now (definitely/somewhat/slightly)
  • 81.
    Text only ortext and donor picture? All: 38.6% 55+: 38.6% All: 31.1% 55+: 29.8% Please rate your interest in pursuing the above described charitable giving arrangement. % Interested now (definitely/somewhat/slightly)
  • 82.
    What’s the problem withthe donor picture? This photo? All photos? Donor age?
  • 83.
  • 84.
  • 85.
    How do thesecompare with text only or a non-donor photo?
  • 86.
  • 87.
    Are the exampleslike me? Do people like me do things like this?
  • 88.
  • 89.
    Accepting noncash gifts is safertoday • Using DAFs that accept any asset type • Using new instruments like the single-asset LLC
  • 90.
  • 91.
    Are fundraisers giventhe extra tools and rewards to do the hard work of raising gifts of assets? Or to do we hit the “easy button” of cash only? (keeping the nonprofit in the no growth/slow growth category)
  • 92.
    Data on the powerof asset gifts from 1 million nonprofit tax returns Russell James III, J.D., Ph.D., CFP® Professor and Director of Graduate Studies in Charitable Financial Planning Texas Tech University Why cash is not king in fundraising Full technical paper available at ssrn.com/abstract=3126983