Every December, nonprofit professionals prepare for the rush of year-end giving. Increasingly, strategic nonprofits know that means paying attention to donor-advised funds (DAFs). December is consistently the busiest month for DAF activity, with nearly half of all DAF grants recommended in the final weeks of the year. That’s why DAF Day, a new initiative celebrated each fall, has emerged as a national opportunity to educate donors about DAF giving, spark new grant recommendations, and raise awareness that DAF assets can, and should, flow to nonprofits now.
But while DAF Day is an excellent catalyst, it shouldn’t be a one-day event on your development calendar. DAF donors represent some of the most generous and loyal supporters (once properly engaged). The real opportunity lies in using the momentum of DAF Day to build habits and systems that encourage DAF giving all year long.
What Are Donor-Advised Funds?
A donor-advised fund is a charitable giving account that allows donors to make irrevocable contributions to a sponsoring organization; typically a community foundation or national provider like Fidelity Charitable, Schwab Charitable, or National Philanthropic Trust. Donors receive an immediate tax deduction and can recommend grants to qualified nonprofits at their own pace, like a charitable checking account.
The flexibility and simplicity of DAFs have made them one of the fastest-growing charitable vehicles in the United States. According to the National Philanthropic Trust’s 2024 DAF Report, DAF assets reached $251.5 billion, representing an 8% increase from the prior year. Yet, not all those assets are flowing into communities. About one in five DAF accounts made no grants in the past three years, and many others distribute only a small percentage annually.
That “warehousing” of charitable dollars has become a central topic in philanthropy. As nonprofit professionals, our goal is not to criticize donors for their choices, but to help them act on their charitable intent. DAFs are not a problem to solve. They’re an opportunity waiting for engagement.
Turning DAF Potential Into Year-End Impact
Below are practical strategies to inspire DAF giving — not only on DAF Day, but throughout your year-end campaign and beyond.
1. Incorporate DAF Language in All Appeals
In email, direct mail, and website copy, make DAF giving a clear option. Add lines such as:
“If you give through a donor-advised fund, you can recommend a grant to [Organization Name] today.”
Provide a “Give from my DAF” link or button on your donation page, and consider a short explainer about how DAF grants work.
2. Educate Through Social Media
Use your channels to teach donors that recommending a DAF grant is quick and impactful. Post a short video or graphic explaining how to make a DAF grant online, and share stories about real community impact driven by DAF gifts. Consistent education keeps DAFs top of mind all year long.
3. Review Your Donor File for DAF Activity
Pull a report of donors who have given through DAFs in prior years. Reach out personally to thank them, share their impact, and remind them that DAF grants often peak in December. You can also flag major donors or board members who may hold DAFs and ask directly.
4. Engage High-Net-Worth Community Members
High-net-worth individuals are statistically the most likely to maintain DAFs. Encourage your team to ask gently during cultivation calls:
“Do you happen to give through a donor-advised fund?”
Once identified, DAF holders can be stewarded like major donors, with personalized updates and invitations.
5. Partner With DAF-Holding Organizations
Build relationships with local community foundations and national DAF sponsors. Offer to co-host donor education sessions or provide impact stories and funding opportunities they can share with their fundholders. By positioning your nonprofit as a trusted partner, you increase visibility with donors who already have giving dollars set aside.
6. Highlight DAF Donor Stories
Feature testimonials from supporters who have given through DAFs. Including this social element in your communications inspires action from other DAF holders who relate to these testimonials.
“Recommending a grant from our DAF took less than five minutes, and it helped provide 200 meals in our community.”
These stories normalize DAF giving and build social proof.
7. Include Step-by-Step Instructions
Many donors simply don’t know how to start. Add clear instructions in your appeals:
- Log in to your DAF portal (Fidelity Charitable, Schwab Charitable, etc.)
- Search for [Organization Name or EIN]
- Enter your desired grant amount and designation
- Submit your recommendation online or by phone
Removing friction makes a measurable difference, especially in December when giving deadlines loom.
8. Keep DAF Donors Engaged After the Gift
DAF donors often give repeatedly once they see results. Acknowledge the grant promptly, report impact clearly, and invite continued involvement. Track DAF activity in your CRM so you can steward these donors like long-term investors in your mission.
From DAF Day to Every Day
DAF Day can be a powerful springboard into the busiest giving season of the year, but it’s the momentum it creates that will offer the greatest opportunity for DAF gifts. By integrating DAF awareness into your marketing, stewardship, and major gift strategy, you turn a one-day celebration into a sustained source of philanthropic revenue.
The dollars are already committed to charity; they’re simply waiting for direction. As nonprofit leaders, our role is to make giving easy, personal, and purposeful, ensuring DAF assets don’t sit idle, but instead transform lives all year long.
