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A church member mentions after service that they’d like to give some Apple shares instead of writing a check. Does your team know what to say?

Most of your congregation probably thinks donating to the church means cash, checks, or online gifts. And while those are great, there’s a smarter way—one that wealthy donors and leading nonprofits have used for years—stock donations.

Donating stock to charity lets members give appreciated investments directly to your church, skip capital gains tax, and often give far more than they would in cash.

The average stock donation is over $5,000, which is 25 times larger than an average $200 cash donation. Stock donation also lets people give more while saving on taxes. It’s a win for donors and a huge opportunity for your church. 

Stock donations aren’t just about getting larger gifts today. They can also open the door for legacy giving by helping members leave a lasting impact. This enables your church to plan for long-term projects, financial stability, and expanded ministry efforts.

In this post, we’ll walk through: 

• How stock donations work 
• Why stock donations are better than cash
• How you can set up a system that makes it easy for your congregation to donate stock

Whether you’ve never received a stock donation or you’re looking to expand your giving options, you’ll find everything you need to unlock a new level of generosity and build a sustainable future for your ministry.

Quick disclaimer: This article is for informational purposes only and is not intended to be tax or financial advice. Please consult a financial or tax professional for advice specific to your individual situation. 

Why stock can be a better gift than cash

Most household wealth isn’t in checking accounts. The U.S. Census Bureau estimates that 97–99% of wealth is held in non-cash assets like homes, retirement accounts, and investments. A member who hesitates to write a $5,000 check may hold shares that have doubled in value.

Encouraging your congregation to consider stock donations can unlock benefits that go beyond traditional cash giving. 

When a donor gives stock they’ve held for more than one year, they get several benefits:‍

• No capital gains tax. The donor doesn’t pay tax on the growth, so the full value goes to your church.
• ‍A deduction for full market value. Donors who itemize can generally deduct the stock’s current value, not what they paid for it. (Shares held one year or less are deductible only at cost.)‍
• A chance to raise their cost basis. A donor can give appreciated shares, then use the cash they would have given to buy the same shares back at today’s price. The new, higher basis lowers future tax bills.‍
• Portfolio rebalancing. Giving away an oversized position trims risk without triggering a taxable sale.

Pro tip for donors: If your gift stock has increased in value, donating it avoids long term capital gains tax and maximizes the impact of your donation. But if it has lost value, sell the stock first to claim a tax loss, then donate the proceeds for a more tax-savvy approach.

Tax benefits extend to your church as well. Unlike cash donations, stock gifts are processed in a way that maximizes their value. Because your church doesn’t pay capital gains taxes on these donations, more of the gift goes directly toward ministry needs. 

Additionally, the streamlined nature of donor stock giving often reduces administrative burdens. This means less time spent on paperwork and more resources directed to the heart of your mission.

What changed for stock gifts in 2026

The One Big Beautiful Bill Act changed charitable deductions starting with the 2026 tax year. Three changes matter most for stock gifts:

• Itemizers face a 0.5% floor. Only giving above 0.5% of adjusted gross income is deductible.
• The new non-itemizer deduction is cash only. Most taxpayers can now deduct up to 1,000(2,000 for joint filers) without itemizing, but stock gifts don’t qualify.
• Top-bracket benefit is capped. Donors in the highest bracket see the value of their deduction capped at 35%.

None of this removes the biggest benefit of giving appreciated stock: avoiding capital gains tax. Members should talk with their tax advisor about timing, especially before year-end. (See the overview of the 2026 changes)

Is it difficult to gift stock to charities? 

Donating stocks might sound complicated, but it’s easier than you think! With the right tools, the process is straightforward and donor-friendly. 

Modern platforms like Subsplash Giving walk donors through every step, from selecting the stock to completing the donation, often in minutes. By simplifying the logistics, you eliminate barriers and make it simple for your congregation to give while maximizing the impact of their gift.

The modern way of donating stock to charity 

Donating stock to charity is simpler than ever, thanks to tools and platforms that streamline the process. 

Here’s a step-by-step guide:

• Gather the essentials. Donors will need specific details about the stock they’re donating: the stock’s name, ticker symbol (for publicly traded stocks), the number of shares, and the date they’d like to transfer them. It’s also important to have the charity’s brokerage account information, including the account number and the name of their brokerage firm.
  
• Complete the necessary forms. Most brokerages require a Stock Transfer Authorization form to process a donation. This form includes details about the stock, the donor’s account, and the recipient charity’s brokerage account. Some charities may also have their own stock donation forms or instructions to follow. Platforms like Subsplash Giving simplify this by auto-filling these forms for donors.
  
• Notify the charity. Once the forms are complete, inform the charity about the donation. Provide them with details such as the stock being donated and the approximate transfer date. This ensures the charity is prepared to receive the stock and can issue a timely tax receipt. Many platforms automatically notify the nonprofit on the donor’s behalf.
  
• Submit the forms to your brokerage. Send the completed Stock Transfer Authorization form, along with any additional required documents, to the donor’s brokerage. Instructions for submission—whether by email, fax, or mail—are typically provided by the brokerage or the donation platform.
  
• Confirm the transfer. After submitting the forms, follow up with both the brokerage and the charity to ensure the transfer has been processed. The charity should confirm receipt of the stock and provide a tax receipt for the donor’s records.

This modern approach minimizes effort while maximizing generosity.

3 Myths that keep churches from accepting stock

Stock donations might seem daunting at first, but many of the common fears around them are based on myths. 

Let’s clear up a few:

• “It’s too complicated for our church to handle.” Modern giving platforms make accepting stock donations as simple as any other gift. They handle the technical details, from processing stock transfers to notifying your church when a donation is made.
  
• “Our church isn’t big enough to receive stock donations.” You don’t need a megachurch to benefit from stock donations. Even smaller congregations can tap into significant gifts by offering this option to members who want to give more creatively.
  
• “We don’t have anyone on staff who understands stocks.” You don’t have to be an investment expert to accept stock donations. Platforms like Subsplash Giving simplify the process so your team can focus on ministry, not managing finances.

With the right tools in place, there’s no barrier too big to overcome.

Best practices for educating your congregation about stock donations

Here are some best practices to ensure your congregation understands and embraces this giving option:

• Incorporate stock donations into your regular messaging. Use sermon illustrations, bulletins, or announcements to share the impact of stock donations. Highlight stories of how they’ve supported other ministries or missions and include testimonials from donors who’ve experienced the benefits.
  
• Integrate stock giving into your platform. Add stock donation options to your church’s app, website, and giving platform. Ensure these options are easy to find and use, and consider creating a simple step-by-step guide to show how the process works.
  
• Educate through a dedicated FAQ section. Develop a resource on your church’s website that answers common questions about stock donations. Cover topics like the tax advantages, how donations are processed, and how they benefit the church’s mission. Clear, concise information builds trust and helps reduce hesitation.
  
• Host a workshop or webinar. Offer a short educational session for your congregation, either in person or online, to explain stock donations. Partner with a financial advisor or use a donation platform to provide professional insights and walk members through the process.
  
• Promote consistency & repetition. Educating your congregation isn’t a one-time effort. Regularly revisit the topic in your communications and provide updates on how stock donations are making a difference.

This can help demystify stock donations, foster a culture of generosity, and equip your congregation to support your ministry in impactful new ways.

Please also keep in mind that stock is one of several non-cash giving options worth offering, alongside Donor Advised Funds and qualified charitable distributions. It’s important to educate your congregation about all of these giving options for year-end giving!

Simplify your stock donation process with Subsplash Giving 

Accepting stock donations doesn’t have to be overwhelming. With the right steps and tools, you can make it an effortless process for your donors!

Here’s how you can get started:

• Choose a platform that supports stock donations. Subsplash Giving partners with Engiven so your church can accept gifts of publicly traded stock right alongside online, text, and in-app giving. Donors use the same giving page they already know, and your team gets notified when a gift comes in.
  
• Set up stock giving on your church’s app or website. Add the "Give Stock" option to your giving portal.Ensure the donation process is accessible wherever your congregation engages with your ministry.
  
• Educate your donors about the process. Walk them through how stock donations work, emphasizing the simplicity and potential tax benefits.

By simplifying the process and meeting your donors where they are, you’ll remove barriers and tap into new opportunities for generosity. 

Ready to make stock donations easier? Subsplash Giving can help you get started. [.blog-contact-cta]Book a no-obligation demo today. [.blog-contact-cta]