Beyond the donor: Engaging advisors in stewardship
Many nonprofits have noticed a subtle shift in donor behavior over the last several years: more donors are giving with advice. Some donors consult a financial advisor or CPA for year-end planning. Some work with an estate planning attorney as they update documents. Some donors rely on multiple professionals who help them integrate charitable giving into a broader plan.
For nonprofits, this “advised donor” reality has practical implications. It means that fundraising and stewardship efforts must resonate not only with the donor, but also with the professionals who influence the donor’s choices. Advisors want to feel confident that an organization is well-governed, financially responsible, and clear about impact. Donors may be enthusiastic, but advisors may slow the process if they perceive risk or ambiguity.
One of the best ways to earn confidence is clarity. When your organization communicates what it does, how it measures success, and how it stewards funds, you make it easier for advisors to support a donor’s intent. This does not require complex reporting. It requires straightforward language about programs, outcomes, and how gifts are used. Consistent messaging about governance and financial oversight is also helpful, especially for donors considering larger commitments or legacy gifts.
Another helpful practice is making it easy for donors to give in the ways they prefer. Advisors frequently discuss gifts of appreciated stock, IRA distributions, and other non-cash assets with clients because these strategies can be more tax-efficient than writing a check. If your organization is prepared to receive those gifts—often through a partnership with the community foundation—you make it easier for advisors to recommend support. When nonprofits are not prepared, donors may be redirected elsewhere simply because the mechanics feel uncertain.
The community foundation can be a strong partner in this environment. We work with tax, estate planning, and financial advisors every day, and we can help facilitate gifts that are difficult for nonprofits to accept directly. We can also help donors support your organization through an endowment or reserve fund at the community foundation, providing professional administration and investment oversight. For many advisors, this structure reduces complexity and increases confidence because the gift is handled through a well-established charitable institution.
If you are thinking about how to strengthen fundraising this year, consider viewing your audience as slightly larger than you might have assumed. Donors remain the heart of the relationship, but advisors often sit at the table, too. When your organization communicates clearly and offers donor-friendly giving options, you make it easier for advised donors to act—and you position your organization as a trusted choice in a world where trust is increasingly important.
Simplified Summary
Many donors now make giving decisions with help from financial advisors or accountants. Because of this, nonprofits benefit from being clear about what they do, how they use donations, and the impact they make. It also helps when organizations can accept different types of gifts, like stock or retirement funds. Community foundations can make this easier by helping manage complex gifts and providing trusted oversight, making it simpler for donors to give in the ways that work best for them.
