There Are 2 More Holidays Worth Celebrating
Based on what I’ve seen in stores, it seems as if October arrived months ago: Halloween candy, football attire and, of course, pumpkin spice everything.
But now October is truly just a day away! And in our world, this month is about much more than tricks, treats and touchdowns.
This is the time for two of planned giving’s biggest holidays: one still gaining momentum and another that’s been around since 2008.
Make Way for DAF Day
The first is a celebration of the donor advised fund (DAF). Scheduled this year for October 8, DAF Day debuted in 2024 thanks to a partnership between the financial technology platform Chariot and dozens of DAF providers and nonprofits.
This day encourages DAF owners to recommend grants to organizations whose causes are close to their hearts. If it also piques the curiosity of supporters who don’t have a DAF, all the better.
More than 3,000 nonprofits signed up last year on dafday.com and many, such as the Susan G. Komen Foundation, have found success. But you don’t have to be part of the “official” program to promote this cool giving tool.
At Stelter, we refer to DAFs as charitable investment accounts. They belong to the donor, but the money is earmarked for charity and grows over time.
Simply put, DAFs are essential to your fundraising success. According to the DAF Research Collaborative (pdf download), there is an estimated $328 billion in DAFs. They’re one of the most popular charitable giving methods in the United States for not just one reason, but three.
You already know they are 1) easy and 2) flexible. But DAFs can also be 3) impactful at year-end. Consider this stat: According to an article from The Chronicle of Philanthropy, 57% of DAF holders add funds to their accounts in Q4, while about a third of distributions to charity happen during that same period.
The lesson: When you’re in the middle of a marketing blitz to raise money at the end of the year and emphasizing cash gifts (thanks to the universal charitable deduction) and qualified charitable distributions from IRAs, don’t forget to promote DAFs as well.
Remember, you don’t have to offer your own DAF to benefit from one—just remind your dedicated supporters who are DAF owners (or could be) that they have the power to recommend grants to your cause whenever they choose.
“But Nate,” you might be thinking, “DAF Day is just over a week away. What can I possibly do during that time to market it?” A few options:
- Sign up at dafday.com.
- Make social media posts linking to your website’s DAF navigation page or dafday.com. Do not discount the impact of DAF messages on your younger supporters. The 2024 DAFRC report shows a wide age range for DAF adoption—55 to 80. More and more people under 40 are getting into DAFs too, thanks to their ease of use and limited restrictions.
- Reach out to individual donors you know have already given to you from their DAF. Ask if they’d consider recommending another grant on October 8.
If you have one takeaway from this blog, let it be this: Don’t think of DAF Day as a one-and-done. Consider it the kickoff of the “giving season.” Anytime in Q4, you can shine a spotlight on an easy, flexible, impactful method your supporters can use to make a difference before year-end.
Then continue emphasizing DAFs into the new year. Spotlight a DAF donor in future marketing, such as in a newsletter, annual report, or quarterly or targeted email.
Get Back to the Basics During EPAW
Estate Planning Awareness Week (October 19-25 this year) is an annual opportunity for nonprofits to show gratitude by shepherding supporters through a process that’s viewed by many as expensive, time-consuming and emotionally draining.
“We talk about basic estate planning all the time,” you might be thinking. “How long do we have to keep doing this?”
I’d answer that question with a question: Ever put off doing something important because you knew it would take a lot of time, drain your energy, maybe involve difficult conversations or something you’ve always hated, like math?
We’ve all felt that. So, it’s completely understandable that only about a quarter of Americans have a will.
They already know it’s important. They mostly understand the “why.” What we can do is help them with the “how” while reinforcing the positive outcomes of them taking action.
One way to do this: Offer your supporters a free tool before or during EPAW, such as a printed or digital guide or a link to an online will-planning platform, to help build trust in and connection to your organization. Your supporters will see that you aren’t angling for a quick cash gift—you want to help smooth what many view as a rocky path.
At Stelter, we highlight EPAW by steering clear of dry recitations of proper legal steps. Instead, we:
- Provide encouraging, conversational articles on subjects like common will myths and important things to remember after your will is done
- Offer worksheets for listing assets and other important information
- Spotlight a two-part kit that walks people step by step through the process
It’s also the perfect time to spotlight resources you may already have, such as your Personal Estate Planning Kit or, if you’re using Giving Docs, your online will-planning platform.
By building supporters’ confidence, they will warm to the ways they can use their estate to make a difference after their lifetime. A legacy gift becomes a natural—and achievable—“final chapter” in their generosity story.
So, with EPAW coming up, you have another opportunity to engage your supporters and encourage them to take steps to provide greater security for their loved ones…and generate lasting impact for your mission.
Let’s Get Ready to Celebrate
It’s been a challenging year in the nonprofit space, and you’ve likely weathered many storms. But remember that your supporters are aware and ready to help. So as we stand poised to begin October, add these two timely events to the tricks, the treats and the touchdowns!