Most Donors Support Multiple Charities—And That’s a Good Thing
Did you know the average donor gives to about ten charities per year? But here’s the real kicker: their top three or four nonprofits usually receive the lion’s share of their charitable giving.
Now, I’ll be honest—I’ve never had the privilege of working for someone’s “favorite” charity. You know, that one nonprofit that lives rent-free in a donor’s heart and wallet. But I’ve never let that bother me. Why? Because I never subscribed to a scarcity mindset. I’ve always leaned hard into what I call the abundance mentality.
From Scarcity to Abundance: A Shift in Mindset
The scarcity mindset says, “If we don’t get the entire gift, we lose.” It’s competitive. It’s fearful. And frankly, it’s unrealistic.
The abundance mentality says, “There’s enough to go around—especially when we help donors unlock hidden wealth.” There’s room for every organization that resonates with a donor’s values. You don’t need to be the favorite to benefit.
Throughout my career in planned giving, I’ve worked with organizations that had budgets ranging from the high millions into the billions. Despite their financial size, these institutions shared three surprising traits:
They raised the bulk of their funds from many small monthly gifts.
They didn’t launch a principal or major gifts department until they were at least 20 years old.
Their interest in major gifts spiked only after donors began making “lumpy” non-cash contributions.
What Are “Lumpy” Gifts and Why Do They Matter?
“Lumpy gifts” are irregular, significant contributions that break the usual monthly-giving pattern. These gifts often come in the form of non-cash assets—stock, real estate, business interests, and more. And they typically come from maverick donors who ignore your traditional asks and give on their own terms.
Here’s why this matters: only 7% of the average millionaire’s wealth is held in cash. That means 93% is tied up in non-cash assets. So, if you’re only asking for checks and credit card donations, you’re fishing in a very small pond.
The Problem With Relying Only on Cash Donations
Most fundraisers are comfortable asking for cash gifts. But that’s like always ordering from the appetizer menu when there’s a whole buffet available.
If we really want to serve donors—and serve our missions—we need to help them unlock their full giving potential. And that often means showing them how to monetize illiquid assets while maximizing charitable tax deductions.
Enter the abundance reality.
What Is an Abundance Reality?
An abundance reality is what happens when a donor gains newfound discretionary income—not because they suddenly earned more, but because they’re strategically reallocating what they already have. It’s created through smart planning, asset-based giving, and tax efficiency.
Here’s where tools like PlannedGiving.com’s Cash vs. Stock Gift Calculator come into play. This calculator compares the benefits of donating cash versus long-term appreciated assets. It’s simple, intuitive, and shockingly effective in demonstrating how donors can create value without spending more.
Helping Donors Save on Taxes = Helping Them Give More
Let’s say a donor contributes appreciated stock instead of cash. They avoid capital gains tax and still get a full charitable deduction. That’s money saved—money they might decide to give to your organization, even if you’re not their favorite cause.
That’s the magic of being the Abundance Reality Fundraiser. You become the guide who shows donors how to:
Lower their tax burden
Increase their giving capacity
Make an impact beyond their original intentions
You may never be their #1 nonprofit—but you’ll become their go-to advisor on smarter giving. That’s a relationship worth building.
Why the Abundance Mindset Will Always Win
In a world where every nonprofit competes for donor dollars, your real advantage isn’t just a great mission or compelling case for support. It’s your ability to create value—not just for your organization, but for the donor themselves.
Donors aren’t looking for another sales pitch. They’re looking for partners who help them make sense of their wealth, their impact, and their legacy.
So embrace the abundance. Create the reality. And you might just find that you’re not just someone’s favorite fundraiser—you’re their most trusted philanthropic advisor.
