{"id":4402231129865,"date":"2025-09-24T13:29:04","date_gmt":"2025-09-24T13:29:04","guid":{"rendered":"https:\/\/www.philanthropy.com\/gufgshhokxuy\/"},"modified":"2025-10-18T23:11:07","modified_gmt":"2025-10-19T03:11:07","slug":"advice-for-a-givingtuesday-like-blitz-to-boost-daf-gifts","status":"publish","type":"post","link":"https:\/\/www.philanthropy.com\/solutions\/advice-for-a-givingtuesday-like-blitz-to-boost-daf-gifts\/","title":{"rendered":"Advice for a GivingTuesday-Like Blitz to Boost DAF Gifts"},"content":{"rendered":"
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One of the hottest buzzwords in fundraising the last few years is DAFs \u2014 donor advised funds. The accounts, which allow people to set aside money for charity while getting a tax break upfront, have more than $250 billion in them<\/a>. In an effort to get donors to award more money from these accounts to charities, a new giving day was born last year: DAF Day.<\/p>\n

Now in its second year, DAF Day<\/a> will take place on October 9. The idea is for charities to remind DAF owners that now is a great time to give. The Chronicle<\/i> spoke with fundraisers and consultants who took part last year to find out what they hoped to gain from participating, how they fared last year, what they\u2019re doing this year, and what advice they have for newbies.<\/p>\n

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More on DAFs<\/h2>\n<\/div>\n
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  1. \n
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    \n The Tax Law and Giving\n <\/div>\n

    \nThe Tax Law\u2019s Big Win for Charities Makes DAF Giving Trickier<\/a>
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    \n Fundraising\n <\/div>\n

    \n7 Smart Tips to Reach DAF Donors \u2014 and Raise More<\/a>
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    \n Fundraising\n <\/div>\n

    \nWhy Your DAF Donor May Not Be Anonymous After All<\/a>
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    \n Fundraising\n <\/div>\n

    \nThe DAF Ask That Led Donors to Double Their Gifts<\/a>
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    What Drew Them In<\/h2>\n

    Having seen an uptick in DAF revenue in recent years, Planned Parenthood<\/a> joined DAF Day last year hoping to boost their year-end giving results, says Danielle Felico, production manager for the Presidents Circle, a midlevel-giving group.<\/p>\n

    The organization geared its campaign \u201cspecifically to our DAF donors to kick off our year-end fundraising campaigns,\u201d Felico says.<\/p>\n

    The American Civil Liberties Union<\/a> had also received more DAF gifts and hoped to grow that funding stream. The group added DAFpay, a tool that allows DAF holders to pay online, to their website and also began \u201chighlighting DAF giving on all of our direct-mail reply forms and including QR codes on those reply forms as well,\u201d says Meghan Lee, associate director of impact giving at the ACLU.<\/p>\n

    The group promoted DAF Day to all its supporters \u2014 including major donors. ACLU fundraisers went into the day enthusiastic, but they were a little apprehensive about the decision to include the group\u2019s biggest donors.<\/p>\n

    \u201cThey\u2019re used to seeing really specific appeals from us,\u201d Lee says. \u201cWe weren\u2019t sure how the messaging of DAF Day would land with them.\u201d<\/p>\n

    The World Wildlife Fund <\/a>will be participating in its first DAF Day this year. Development staff believe it will help raise both awareness and gifts from donors.<\/p>\n

    \u201cIt\u2019s like the GivingTuesday of DAFs,\u201d says Jessica Sotelo, senior director of membership. \u201cIt creates this moment of excitement and gives them an excuse to make a donation to us through their DAFs.\u201d<\/p>\n

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    The Results They Got Last Year<\/h2>\n

    There were a lot of unknowns going into the first DAF Day, which was the brainchild of Chariot,<\/a> a company that makes an online DAF payment tool. Chariot says that during last year\u2019s inaugural event, DAF providers like the Donor\u2019s Fund and Daffy saw four times the number of gifts from DAFs compared to typical daily gifts, and that many participating charities experienced big boosts in DAF giving.<\/p>\n

    For Planned Parenthood, DAF Day kicked off year-end giving in a big way. DAF revenue increased 63 percent in the first two weeks of October compared to the previous year, and then kept growing.<\/p>\n

    \u201cDAF Day really helped boost our year-end fundraising campaigns, bringing in some additional DAF revenue in October and November,\u201d Felico says. \u201cMost of our DAF revenues have come in December. It really started earlier last year, and the growth continued through December.\u201d<\/p>\n

    The ACLU also saw a strong bump in DAF giving \u2014 success that Lee attributes to its decision to market to the full file and share information online.<\/p>\n

    \u201cWe promoted on our Instagram and social media feeds, which is unusual for us,\u201d she says. \u201cWe usually reserve those spots for more mission-explicit content instead of fundraising. Because DAF Day was so new, this was really helpful to get out there and legitimize the day and help just raise awareness around the day.\u201d <\/p>\n

    Another tactic the ACLU employed: a $1 million match. \u201cAnd matches never hurt,\u201d Lee says.<\/p>\n

    Like Planned Parenthood, the ACLU saw a steady influx of DAF donations in the weeks after DAF Day. Part of this was because some donors didn\u2019t use online DAF payments and instead called their financial institution, which then mailed a check that arrived weeks later.<\/p>\n

    To help tie DAF checks to marketing pushes, Lee said the ACLU did \u201cmatchbacks\u201d to pair gifts it received with supporters who received DAF Day marketing.<\/p>\n

    One advantage of sending to the entire file was that it expanded the group\u2019s knowledge of who on the donor rolls had DAFs. \u201cI was really surprised by the amount of donors we had that have DAFs and simply weren\u2019t giving to us from their DAFs,\u201d Lee says. \u201cEither because we hadn\u2019t made it easy or we just hadn\u2019t reminded them that they could.\u201d<\/p>\n

    What They\u2019re Doing This Year<\/h2>\n

    During its first year, DAF Day had more than 1,250 participating nonprofits. By mid-September, more than 3,000 nonprofits had signed on for its sophomore outing, according to Chariot\u2019s head of strategy Mitch Stein. He added that last year, most signups happened in the two weeks before DAF Day, so he expects the 2025 participant number will increase as well.<\/p>\n

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    Organizations taking a second swing at DAF Day are changing things up a bit. This year, Planned Parenthood plans to expand who receives appeals to include some non-DAF donors and possibly all of the organization\u2019s midlevel donors, Felico says.<\/p>\n

    The World Wildlife Fund will target appeals to donors it has identified as likely to have a DAF, Sotelo says. The group will also launch an online campaign.<\/p>\n

    \u201cWe really want to make sure that we are providing them with all these ways to give and meeting them where they are, and that is online,\u201d Sotelo says. \u201cOur strategy is really about making it easy for donors to give where they are.\u201d<\/p>\n

    What groups are doing depends on their bandwidth and their goals, says Barb Perell, vice president of marketing for Avalon Consulting Group<\/a>, which is helping several nonprofit clients with DAF Day promotion.<\/p>\n

    \u201cSome organizations are putting a light box on their website to draw attention to DAF Day,\u201d Perell says. \u201cAt some point, people might involve SMS texting or digital ads, but it\u2019s still pretty new and people are in different stages of testing it out.\u201d<\/p>\n

    One tactic that is working well for the ACLU: When the group appeals to donors who have previously given via DAF, it asks specifically for a gift from that fund.<\/p>\n

    \u201cWe say, \u2018Would you be interested in making a gift from your Fidelity DAF?\u2019\u201d Lee says. \u201cThat lets donors know that we\u2019re really paying attention to the types of gifts that they\u2019re giving us, and we\u2019re making those solicitations as personal as possible.\u201d<\/p>\n

    To keep DAFs front of mind, the ACLU spotlighted a DAF donor in its annual report. Lee says organizations could do something similar in a newsletter prior to DAF Day.<\/p>\n

    The highlighted donor could explain why they give from a DAF. \u201cSomething like, \u2018I set aside this money because I wanted to be able to very quickly direct funds,\u2019\u201d Lee says. \u201cAt the end of that article, you could include how to give from a DAF to your organization. That doesn\u2019t require extra resources.\u201d<\/p>\n

    One thing the ACLU did that required some extra labor was a mailing that inquired about donors\u2019 future giving plans.<\/p>\n

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    \u201cWe sent a larger cultivation package that asked folks about their giving intent for the rest of the year,\u201d Lee says. \u201cIt said, \u2018we\u2019re going to be facing all of these challenges in the coming year,\u2019 then talked about DAFs a bit, and then said, \u2018could you let us know if you may be giving via your DAFs later in the year?\u2019\u201d<\/p>\n

    Lee was profoundly happy with the number of positive responses from donors who said they planned to give, but it created \u201ca lot of work on the back end\u201d to enter responses into the system. The answers, however, help ensure donors will get the appropriate appeals moving forward.<\/p>\n

    \u201cIf someone was taking the time to indicate that they\u2019d be giving us a gift, we could reach out to them maybe with extra solicitation points,\u201d she says. \u201cMaybe later with a phone call or an email on top of the letter they might already be receiving because we know that the intent is there. We want to meet them where they\u2019re at.\u201d<\/p>\n

    Advice for Newbies<\/h2>\n

    Like other giving holidays, DAF Day can be an extra reason for nonprofits to reach out to supporters, Lee says.<\/p>\n

    \u201cGivingTuesday is so saturated, so flooded, and it\u2019s still impactful, which is wild to me,\u201d she says. \u201cThis is so new that it\u2019s a great opportunity to participate. It\u2019s not oversaturated. It\u2019s great to get out there and talk to your donors about it, and be on their minds on this day.\u201d<\/p>\n

    For nonprofits that are new to DAF Day, last year\u2019s veterans have offered a few tips to make it work well.<\/p>\n

    Realize you likely have donors with DAFs. <\/b>Some nonprofits think DAF donors are just very wealthy people who aren\u2019t giving to their organizations, but that\u2019s not the case, Lee says.
    \u201cI wouldn\u2019t think of these as someone else\u2019s donors,\u201d she says. \u201cThese are your donors. I guarantee, no matter how small you are, you have donors who have DAFs. These are donors who are going to give more, they\u2019re going to upgrade year over year, they\u2019re going to retain better year over year. It\u2019s worth talking to them.\u201d<\/p>\n

    Educate donors about donor-advised funds.<\/b> \u201cHave a short and sweet section on your website that helps with that education piece,\u201d says Jackie Biancolli Libby, senior vice president at Avalon Consulting Group. \u201cThis is something you should do now, so that when DAF Day comes and people are going to the website, the information\u2019s already there.\u201d<\/p>\n

    Lee, with the ACLU, adds that it\u2019s crucial to have your organization\u2019s tax ID number and the steps donors need to take to make a DAF gift available online and in any mailed appeals.<\/p>\n

    Find a match.<\/b> Matching funds can be motivating for donors. \u201cEven if you can just do a low-dollar match, the match is still really impactful, and it just gets people\u2019s attention,\u201d Lee says. The ACLU had a $1 million match in 2024.<\/p>\n

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    Pay attention to<\/b> your donors.<\/b> If a nonprofit ignores its donors on DAF Day, it\u2019s unlikely other organizations will do the same, Libby says.<\/p>\n

    \u201cIf they\u2019re not out there telling their donors to give to them via donor advised fund, somebody else is,\u201d she says. \u201cIt doesn\u2019t take long to put together an email or text message to send out to their fundraising file or even a warm prospect list.\u201d<\/p>\n

    Join forces across the development office.<\/b> If your organization has different departments within fundraising, it\u2019s a good idea to come together to talk about your approach for DAF Day.<\/p>\n

    \u201cIt\u2019s not just something to talk to major donors about or mid-level donors about,\u201d Lee says. \u201cIf your organization is segmented in development by those audiences, it\u2019s a great time to bring all those colleagues together so you can be on the same page with your DAF strategy.\u201d<\/p>\n

    Lean into the moment.<\/b> It\u2019s been a turbulent year for a lot of nonprofits. If your group has experienced challenges, DAF Day is a fine time to remind donors.<\/p>\n

    \u201cI don\u2019t think we need to be shy or sheepish about approaching donors in this moment,\u201d Lee says. \u201cThey want to be approached. They\u2019ve created these DAF funds for a reason, and they want to participate in our mission. A lot of donors consider their donations to be activism, especially for older donors who perhaps can\u2019t get out on the streets or participate in other ways they might want to.\u201d<\/p>\n<\/div>\n<\/div>\n

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    \nWe welcome your thoughts and questions about this article. Please email the editors<\/a> or submit a letter<\/a> for publication.<\/i><\/span>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

    October 9 will mark the second annual DAF Day. Nonprofits share how they plan to make the most of the day \u2014 and kick off year-end DAF appeals.<\/p>\n","protected":false},"author":365184,"featured_media":4402231129866,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","cop_editorial_slug":"","cop_asana_id":"","editorial_asana_id":"","editorial_doc_id":"","footnotes":""},"categories":[81923],"issue":[],"profile":[],"role":[191050],"series":[],"topic":[191082],"coauthors":[189974],"class_list":{"0":"post-4402231129865","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-solutions","8":"role-fundraising","9":"topic-donor-advised-funds","11":"has-featured-image"},"acf":[],"yoast_head":"\nAdvice for a GivingTuesday-Like Blitz to Boost DAF Gifts – Chronicle of Philanthropy<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.philanthropy.com\/solutions\/advice-for-a-givingtuesday-like-blitz-to-boost-daf-gifts\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Advice for a GivingTuesday-Like Blitz to Boost DAF Gifts\" \/>\n<meta property=\"og:description\" content=\"October 9 will mark the second annual DAF Day. 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