bullmarketbull 2014-Dec08
When the market goes up, especially at the end of a calendar/tax year, MGOs need to move into action – reminding their donors that now is the time to make some decisions that affect the tax implications of their market gains.
There is little doubt that many donors who have investments are doing quite well these days, at least in the United States. If you are outside the U.S., you might adapt this idea to your situation. But no matter where you are, when there are market gains, there are likely tax implications to those gains. And that is a trigger for you to talk to your donors about how to relieve the tax burden through a gift to your organization.
This idea was sent to me by Michele Prosser, a very capable MGO working for The Salvation Army in San Diego. She has crafted an email to her caseload donors that goes like this:


Here’s a good article I found and wanted to share with you about the most tax effective year end giving strategies. Even if you already know these strategies, I thought it was well written and that you’d enjoy it.

It also includes an update on the IRA Charitable Rollover for 2014 with a great strategy that you can benefit from whether or not it gets renewed retroactively for this year. Now that the elections are over, it is widely expected that congress will approve the IRA Charitable Rollover retroactively before the end of the year.

Whether you have appreciated stocks, ETF’s, mutual fund shares, or an IRA, I can help facilitate your gift of these appreciated assets to ORGANIZATION NAME. I can also go through the calculations with you to help you determine which strategy might work best for you for your consideration and to share with your financial advisor.


We appreciate your support very much DONOR NAME and I’m always available for your questions or to provide information to you.

MGO Name

MGO contact info

Two things about this email.
First, you might not have the same level of expertise as Michele does on calculating the details of all of this with your donor. If you don’t, no worries. Get your planned giving person involved. If you don’t have one, find a volunteer finance, accounting or investment person that can help. If you do use an “outsider,” be sure to protect the donor’s privacy – you don’t want some sales agenda happening with your donor.
The second thing is this link requires the donor to sign up to the service for free. This is not a big deal, but you might mention it in your version of the email.
Take steps right now to identify those donors on your caseload who should receive your version of this email. Believe me, other organizations that are supported by your donor are doing this very thing as well. So be sure you and your organization are in the mix as your donor makes choices at this year end.