If you lead a church, ministry, or faith-based nonprofit, December is probably already on your mind. The year-end letter. The final push toward your goals. The conversations with the supporters who care most about your mission. It can feel like a lot.
Here's a different way to think about it. December is the month many of your supporters are most ready to give. So instead of asking, "How do we get people to give more?" try asking, "Are we ready to receive everything they want to give?"
That question shaped a recent conversation with Karen Houghton, CEO & Founder of Infinite Giving and author of Funding Your Mission, spoke with Brad Leeper, President and Founder of Ministry Essentials, which helps churches raise capital funds, increase general giving, and grow generosity.
Their starting point was simple: the generosity is there. The real question is whether your church or ministry has the resolve, the mission expression, and the systems to receive it. This guide walks through what that looks like for year-end giving — and the steps you can take before December 31.
Why year-end giving looks different for faith-based organizations now
Overall giving dollars have been growing, but fewer people are giving — and more of that growth is coming from larger gifts. Fundraisers call this the "K curve": one line rising, one falling.
For churches and ministries, that shift matters most at year-end. Many of your most committed supporters hold much of their wealth outside their checking account, in appreciated stock, donor-advised funds (DAFs), crypto, and other assets. If your year-end appeal only invites a card or check, you may be leaving your largest gifts on the table.
Resolve, mission expression, and systems: the three things that unlock major gifts
Brad Leeper frames year-end readiness around three questions:
- Resolve. Do your leaders truly believe larger, asset-based gifts are possible — and are they committed to asking for them? Resolve comes first, because without it, the other two never get built.
- Mission expression. Can you clearly say what a gift will accomplish? Supporters give from their assets when they see a specific, compelling reason.
- Systems. When a supporter says "I'd like to give stock," can you say yes the same day — with a clear process, not a scramble?
Resolve without systems stalls. Systems without resolve sit unused. You need both.
Why churches struggle with asset-based giving (and what successful leaders do instead)
Many church and ministry leaders know the opportunity is there but still struggle to get traction. Common reasons include:
- Discomfort talking about money beyond the offering plate
- No simple way to accept stock, DAF grants, or crypto
- Unclear ownership of major-gift conversations on a small team
- Year-end messages that never mention non-cash options
Leaders who do get traction make different choices. They treat asset-based giving as a stewardship conversation, not a sales pitch. They make every way to give visible. And they invite specific people into specific opportunities.
How to get ready to receive stock, DAF grants, and other assets
Before you ask, make sure you can receive. A ready church or ministry has:
- A giving page that lists every option — cash, appreciated stock, DAF grants, crypto, and other assets
- Clear instructions for each gift type, including your EIN and legal name for DAF grant requests
- A brokerage or giving platform that can accept and process stock and crypto gifts quickly
- A named point person who follows up when a gift arrives, so donors are thanked and the gift is identified
- Gift acknowledgment letters that describe non-cash gifts correctly for your donors' tax records
This is where Infinite Giving helps. Our platform lets churches, ministries, and faith-based nonprofits accept gifts of stock, crypto, and DAF grants on one easy-to-use giving page.
Who to invite: use historic giving, research, and donor advocacy
You don't need to invite everyone into an asset-based gift. Brad recommends bringing three sources together to decide who to invite and what to invite them into:
- Historic giving. Who has given consistently, or given larger gifts in the past?
- Research. Who likely holds appreciated assets, owns a business, or already gives through a DAF?
- Existing donor advocacy. Who already champions your mission, volunteers, or serves in leadership?
Where those three overlap, you'll find your best year-end conversations. Ministry Essentials offers a free giving data analysis to help churches see this picture clearly.
How to bring asset-based giving into your year-end communication
Your year-end plan already has letters, emails, and a final push. Asset-based giving belongs in every one of them:
- What to say: Name the options plainly. "You can give from your stock portfolio or donor-advised fund, and here's how." Connect each gift to a clear mission outcome.
- When to say it: Early. Stock transfers can take several business days, and DAF sponsors need time to process grant requests. Mention these options in November, not December 30.
- How to make the next step clear: One link to your giving page, one sentence on how it works, and one person to contact with questions.
Two steps to take in the next 30 days
If you do nothing else before December 31:
- Add stock and DAF giving to your giving page so supporters can see every way to give.
- Mention asset-based giving in your next year-end email, with a direct link and a note to give early.
Frequently asked questions about year-end giving for churches
Can churches accept stock donations? Yes. Churches and ministries can accept gifts of appreciated stock through a brokerage account or a giving platform like Infinite Giving. Many donors prefer giving stock directly because they may avoid capital gains tax on the appreciation.
Can a donor give to a church from a donor-advised fund? Yes. A donor recommends a grant from their DAF to your church or ministry. Make it easy by listing your legal name, EIN, and mailing address on your giving page.
When should churches promote non-cash year-end gifts? Start in November. Stock transfers can take several business days, and DAF sponsors need time to process grant requests. Sharing options early gives supporters time to act before December 31.
What is asset-based giving? Asset-based giving means donating from what a supporter owns — stock, crypto, DAF balances, or other assets — rather than from cash in a checking account. These gifts are often larger than cash gifts.
What's the first step for a church that has never accepted stock? Add stock and DAF giving to your giving page, then mention those options in your next year-end email.
Here's to a generous year-end
The generosity is there. When churches and ministries understand their supporters, express their mission clearly, and make every way to give visible, they open the door for people to give from everything they've been entrusted with — not just their checking account.
Don't wait for the perfect year-end plan. Start with one step this week.
- Want help accepting stock, crypto, and DAF grants this year-end? Schedule a free consultation with Infinite Giving.
- Want a clearer picture of your church's giving? Request a free giving data analysis from Ministry Essentials.
