Choosing how to ask for support is about what creates the greatest opportunity, not just what’s easiest to process. For many nonprofits, fundraising conversations still center on cash. It’s simple, familiar, and easy to manage.
What’s often overlooked is that cash represents only a small portion of where wealth is actually held. An estimated 85% of assets are held in
investments, real estate, and retirement accounts.
Planned giving opens the door to a much broader range of opportunities, but for many organizations, it’s a space that feels difficult to navigate.
Where Opportunity Gets Missed
Most wealth isn’t held in checking accounts. It’s held in investments, real estate, and retirement accounts—assets that are often better suited for giving than cash itself. When nonprofits focus only on what’s easiest to accept, they unintentionally limit what donors are able to give. Planned giving expands that opportunity.
At its core, it includes any gift that requires a bit more coordination, whether that’s tax considerations,
timing, or how an asset is transferred. That could be a donor giving appreciated stock instead of selling it, naming an organization in their will, or making a charitable distribution directly from a retirement account.
In many cases, these approaches create better outcomes for everyone involved. Donors may avoid taxes, and nonprofits receive the full value of the gift.
“You don’t need to know everything, you just need to
know who to involve to keep the gift moving.”
Why It Feels More Complicated Than It Is
Rather than the reality of the mechanics, the biggest barrier to planned giving is the perception of complexity. One unfamiliar detail can stall a conversation entirely. And once that hesitation sets in, it’s easier to fall back on what’s known.
But nonprofits don’t need to become experts in tax law or
estate planning to participate in planned giving.
They need to:
- Recognize when an opportunity exists
- Ask a few foundational questions
- Know who to involve next
That shift—from trying to understand everything to simply keeping the conversation moving—is what makes planned giving manageable.
Where to Start Looking
There’s a common assumption that planned giving is driven by major donors. In practice, it’s often driven by the most consistent ones. Donors who have supported an organization for years, who volunteer, or who have a personal connection to the mission are often the most likely to consider a planned gift.
And the impact can be significant. Bequests are frequently much larger than annual contributions. In many cases, donors who make that commitment also increase their current giving, reinforcing their relationship with the organization in the process.
Where Things Can Go Wrong
Planned giving creates opportunity, but it also introduces responsibility.
That becomes especially clear with non-cash gifts.
Accepting an asset doesn’t just mean accepting its value, it means accepting everything that comes with it. Sometimes that’s straightforward. Other times, it’s anything but.
A gift of real estate that can’t be easily sold, for example, can become
an ongoing obligation for upkeep, property taxes, and staff time. Other gifts may introduce reputational risk if social or environmental factors associated with the property could reflect poorly on the owner of record. Unusual in-kind gifts can create logistical challenges around storage, insurance, and resale. Each of these has the potential to pull funds and attention away from your core mission.
“Not every gift is a good gift. Understanding the risks before you say yes is just as important as recognizing the opportunity.”
A Simpler Way to Evaluate a Gift
Managing that risk doesn’t require deep expertise, but it does require asking the right questions early.
Before accepting a non-cash gift, it helps to understand:
- What the asset is, and how it is held
- Whether there is any debt associated with it
- Whether it has already been listed or sold
- What it would take to manage or liquidate it
Most importantly: What is the exit strategy?
Without a clear plan for how to convert an asset into usable funds, even a well-intentioned gift can quickly become a burden.
Why Relationships Matter More Than Expertise
This is where nonprofits don’t need to know everything. They just need the right people around them.
Planned giving works best when organizations build relationships with trusted partners, such as:
- Estate planning attorneys
- CPAs or tax advisors
- Trust officers
- Community foundations
These partners can help assess risk, structure gifts, and handle complexity when it arises
In many cases, they can also take on the responsibility of managing and selling assets, allowing the nonprofit to benefit from the gift without taking on unnecessary risk.
That shift turns the organization from an expert into a connector
When a Gift Isn’t the Right Fit
There will be times when a gift doesn’t align with an organization’s capabilities. How those situations are handled matters.
Declining a gift doesn’t need to damage the relationship. In fact, it can strengthen it when done well.
A thoughtful approach acknowledges the donor’s intent, explains the limitation clearly, and offers a
path forward, often by connecting them with a partner who can help accomplish what they’re trying to do.
A Practical Place to Begin
For organizations new to planned giving, the starting point doesn’t need to be complicated. It comes down to having a few basic pieces in place:
Clear language for including your organization in a will or trust
A process for accepting stock gifts
Guidance for retirement account distributions
Putting It Into Context
Planned giving isn’t about replacing traditional fundraising. It’s about expanding what’s possible.
When organizations create a structure that allows more types of generosity to move forward, they open the door to deeper relationships and more meaningful impact over time.
The goal isn’t to understand every scenario. It’s to be ready when the right opportunity comes along, and to know how to move it forward.
Ready to Learn More About Planned Giving?
Whether you’re a nonprofit leader, donor, or professional advisor, Oregon Pacific Bank Trust Services can help you explore charitable giving strategies and next steps.
About the Author
Tami Cultkin
Tami Calkin is Vice President and Trust Officer at Oregon Pacific Bank. She works with individuals, families, and nonprofit organizations on trust administration, estate planning, and charitable giving strategies, helping clients create lasting impact through thoughtful planning and trusted guidance.
