October 17, 2023 – The How of Giving – Shifting an Organizational Culture to Raise Non-cash Assets

October 17, 2023

The How of Giving – Shifting an Organizational Culture to Raise Non-cash Assets

Presented by Jackie W. Franey CSPG CAP

There has been much discussion surrounding the importance of having deliberate conversations with donors regarding giving from wealth (assets) rather than disposable income. We know that donors often lack awareness of the range of available giving vehicles and options, primarily thinking cash when making a significant gift to charity. In addition, fundraisers that are unfamiliar or hesitant to have non-cash asset discussions with donors may leave it up to donors to determine how they will fund their gifts. The expertise of gift planning staff should routinely be included in donor strategy discussions across the organization when working with principal, major and planned giving donors. By leveraging the partnership and expertise of gift planning staff, opportunities can be maximized to increase funding and impact from donors with substantial capacity and move the organization’s perspective to one based on raising significantly larger and more transformational gifts. There has been much discussion surrounding the importance of having deliberate conversations with donors regarding giving from wealth (assets) rather than disposable income. We know that donors often lack awareness of the range of available giving vehicles and options, primarily thinking cash when making a significant gift to charity. In addition, fundraisers that are unfamiliar or hesitant to have non-cash asset discussions with donors may leave it up to donors to determine how they will fund their gifts. The expertise of gift planning staff should routinely be included in donor strategy discussions across the organization when working with principal, major and planned giving donors. By leveraging the partnership and expertise of gift planning staff, opportunities can be maximized to increase funding and impact from donors with substantial capacity and move the organization’s perspective to one based on raising significantly larger and more transformational gifts

Jackie W. Franey is the founder of JW Franey Consulting, LLC. She previously served as the Director of Gift Planning Fundraising at The Nature Conservancy leading an experienced team that secured over 1,900 planned giving commitments and more than $200 million a year in deferred gifts. Prior to joining TNC, she worked at the DMA, BNY Mellon, Communities Foundation of Texas, and Children’s Medical Center. She also served as the Director of Planned Giving for the American Heart Association – National Center for ten years and implemented a centralized marketing program that generated more than $100 million in annual income. Jackie received the CGP Hall of Fame award in 2020. She formerly served on the editorial advisory board of Planned Giving Today, serves on the Peer Review Committee for the Leadership Institute, has held leadership positions with CGP at the local and national level, is a member of the Leadership Institute, serves as a national speaker and presenter and enjoys mentoring others in the planned giving profession. She lives in North Carolina with her husband David and German Shepherd Grey.