The old myth that cash is king is false! According to Personal Capital user data, most people have less than 50% of their net worth in cash*. Cash is emotional for people and it’s also seen as a safe haven. It’s the last asset that people want to give away. When a nonprofit asks for a cash donation, you’re automatically setting yourself up to get a small donation because your donors are only looking at what they have on hand that they can give to you today instead of looking at forward thinking strategies of planned giving.


Ask your donors two questions:  

  1. First, if money was not an obstacle, what would you like to make happen and what results would you like to see here at our charity?  
  2. Second, if you had $100,000 that you could not spend or invest, but you had to give it away, what would you want it to go towards at our charity? 

These questions will naturally lead to a conversation about planned giving. 


*Personal Capital (2022, March 22) How Much Cash is Enough? Here's How High-Net-Worth People Decide Data as of March 8, 2022.,of%20their%20money%20in%20cash

Financial Professionals do not provide specific tax/legal advice and this information should not be considered as such. You should always consult your tax/legal advisor regarding your own specific tax/legal situation.  

Bill Eckert, CAP® is a registered representative and investment advisor representative of Securian Financial Services, Inc. Securities and Investment Advisory Services offered through Securian Financial Services, Inc. member FINRA/SIPC. Renaissance Financial Corporation is independently owned and operated. Address: 7500 College Boulevard, Overland Park, KS 66210. (913) 322-9177.  5040537 11/2022