Most nonprofits look forward to gaining a financial boost in December, when people rush to make donations before year-end in time to get a tax break. The bad news is that waiting until the holidays means delaying the dream of a year of potential support. Imagine if your organization could transform that one yearly behavior into a continuous series of impact? In this blog, we’ll break down how nonprofits can inspire stock donors to give consistently throughout the year, not just at tax time.
Why Stock Donations Shouldn’t Be Seasonal
Stock gifts are powerful. They often bring larger contributions than cash and come with significant tax advantages for donors. According to Fidelity Charitable’s 2024 Giving Report, nonprofits that promoted stock giving beyond December saw an average of 27% higher annual stock donation volume compared to those that only pushed end-of-year appeals. The lesson is clear: steady reminders beat seasonal asks.
Strategy 1: Educate Donors About Tax Timing
Many donors mistakenly believe stock gifts only make sense in December. The truth? Capital gains tax savings apply year-round. Whether someone donates in March, July, or October, they can still:
• Avoid paying capital gains on appreciated stock
• Claim charitable deductions for the fair market value
• Maximize impact with no extra cash out of pocket
Nonprofits that communicate this year-round advantage through newsletters, donor guides, or social media keep stock giving top of mind.
Strategy 2: Make Stock Donations Easy
Complex processes discourage giving. If your organization requires donors to call a broker, fill out multiple forms, and wait weeks for confirmation, many will simply delay. Instead, invest in frictionless digital tools that guide donors’ step by step. Offering a dedicated stock donation page with clear instructions or a “Donate Stock” button reduces hesitation. Ease of use is the single biggest driver of repeat donations.
Strategy 3: Align Appeals with Life Events, Not Just Holidays
Donors make financial decisions all year: after bonuses, stock market gains, or major life milestones. Smart nonprofits’ time appeals to align with these events. For example:
• Spring: Remind donors during tax season about deductions they could claim for next year.
• Summer: Market volatility is usually very high, and this makes investors rebalance portfolios.
• Fall: T-shirt donations to Giving Tuesday programs or back-to-school drives.
By linking stock donation appeals to life and market rhythms, nonprofits move past the “December-only” mindset.
Strategy 4: Share Impact Stories Frequently
When donors feel close to something, they donate. Showcasing which stories of positive impact were made possible through funding of new programs, scholarships and other community initiatives with stock gifts, demonstrates to donors how stock gifts make a long-term impact. Posting these stories every month or every quarter creates a culture of giving on an ongoing basis.
Conclusion
Appealing to people at the end of the year will always be significant; however, the trend in nonprofit funding is to keep people engaged throughout the year. By informing donors of tax benefits on donations that can be made year-round, making the giving experience easier, relating appeals to real experiences, and telling compelling stories throughout the year, nonprofits can get a consistent stream of donations that keep their missions in action.
Want to make giving of stock an easy process for you and your donors? Giving Partner with Stock Donator to make periodic giving sustainable and effective all year round.
