Unlocking Year-End Generosity

Unlocking Year-End Generosity

Why Promoting DAF Giving Should Be Central to Your Fundraising Campaign

As year-end approaches, nonprofits and advocacy organizations are gearing up for the most generous season of the year. Whether your outreach includes direct mail, email campaigns, social media posts, or website updates, one thing is clear: Donor-Advised Funds (DAFs) represent a massive, often under-leveraged source of support.

In 2024 alone, DAFs held over $230 billion in charitable assets—funds that donors have already set aside for philanthropy. If your organization isn’t actively promoting DAF giving across all of your year-end fundraising channels, you may be missing significant revenue that could fuel your mission well into the new year.

Year-End Is the Perfect Time to Ask for DAF Gifts

Year-End Is the Perfect Time to Ask for DAF Gifts

The fourth quarter is when many donors make their biggest giving decisions, and DAF holders are especially motivated to recommend grants before December 31 to meet personal or financial goals.

Promoting DAF giving now can:
  • Capture high-impact gifts from existing supporters.
  • Reconnect with lapsed donors who maintain DAFs.
  • Provide donors with a simple, tax-efficient means to increase their support.
  • Strengthen relationships by helping donors achieve their philanthropic intentions.

Integrating DAF Messaging Across Fundraising Channels

To fully harness the potential of DAF giving, organizations should incorporate DAF messaging into all year-end fundraising efforts—not just direct mail.

Here are specific recommendations for each channel:
Direct Mail
  • Include a DAF prompt on the reply device: “☐ I plan to recommend a gift through my Donor-Advised Fund.”
  • Provide EIN and contact info to make giving easy.
  • Use the P.S. line to highlight DAF gifts: “P.S. Giving through your Donor-Advised Fund? Recommend a grant today to support this year’s work!”
Email Campaigns
  • Dedicate an email specifically to “Ways to Give Before December 31” with a prominent DAF option.
  • Use attention-grabbing subject lines such as: “Have a Donor-Advised Fund? Make a lasting impact today.”
  • Include clickable DAF buttons, particularly if you utilize DAF Direct or similar tools.
Website and Giving Pages
  • Add a DAF giving section or widget to your donation page.
  • Include links or embedded tools for Fidelity, Schwab, and others.
  • Clearly display your EIN, legal name, and mailing address.
Social Media
  • Post friendly reminders throughout December: “Don’t forget: You can make a tax-deductible gift through your Donor-Advised Fund today!”
  • Share impact stories from DAF donors (with permission).
  • Use countdown graphics or short videos to build urgency.

Advocacy Organizations: Don’t Count Yourselves Out

Some advocacy organizations assume DAF giving doesn’t apply to them—especially if they are structured as 501(c)(4) nonprofits. But many have affiliated 501(c)(3) partners, education funds, or fiscal sponsors that can receive DAF gifts.

If that’s you:
  • Promote giving to your 501(c)(3) arm in year-end campaigns.
  • Clearly indicate where DAF grants can go and how they’ll support your broader mission.

Conclusion: Make It Easy, Clear, and Visible

Conclusion: Make It Easy, Clear, and Visible

DAF donors are primed to give. They’ve already committed the funds. Your responsibility is to remind them—across every channel—that your organization is DAF-friendly, mission-driven, and ready to put their gift to work right away.

So this year, don’t tuck DAF giving into a fine-print footnote or a forgotten sidebar. Make it front and center in your fundraising strategy—and see what generosity you can unlock before the clock runs out.

Need help crafting DAF messaging or integrating it into your year-end campaign? We’re here to help. Simple updates today could unlock powerful, year-end giving opportunities.

Lauren Beale