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In 2025, the U.S. stock market has soared to unprecedented heights, with the S&P 500 hitting record highs, closing above 6,400 points for the first time and notching multiple record closes throughout the year.
This remarkable performance isn’t just a win for investors—it’s a golden opportunity for churches and other nonprofits to tap into a growing trend: stock donations. As more people invest in the stock market and see their portfolios grow, the potential for stock-based giving is surging.
Let’s explore how this historic market rally, coupled with rising stock ownership, could lead to a transformative wave of generosity—and how your organization can prepare to make the most of it.
The U.S. stock market has been on a tear in 2025, with experts predicting the S&P 500 will gain 7% by the end of 2025. This resilience, despite global trade uncertainties, reflects a robust economy and growing investor confidence.
The Dow Jones Industrial Average has also posted significant gains, reaching more than 45,000 as of August 2025, while the Nasdaq Composite hit its first all-time high since mid-February.
These milestones signal a wealth-building environment that’s ripe for charitable giving. Why does this matter for your ministry? Stock market gains directly influence charitable giving, particularly among high-net-worth individuals and everyday investors alike.
According to Giving USA 2025, total charitable giving in the U.S. reached $592.50 billion in 2024, a 6.3% increase from the previous year, driven largely by a strong stock market and GDP growth.
The report notes that individual giving, which accounts for two-thirds of all donations, was boosted by rising stock valuations and personal income. As the stock market continues its upward trajectory in 2025, we can expect this trend to accelerate, with more donors leveraging appreciated securities to maximize their impact.
Donating stock directly to a charity isn’t just a generous act—it’s a strategic one. When donors give appreciated securities held for more than one year, they can deduct the fair market value (FMV) of the stock from their taxable income, up to 30% of their adjusted gross income (AGI), while avoiding capital gains tax on the stock’s appreciation.
This double tax benefit means more money goes to the charity and less to taxes, amplifying the gift’s impact. For example, imagine a donor who purchased stock for $10,000 that’s now worth $15,000. If they sell the stock, they could face up to 23.8% in federal capital gains tax, reducing their proceeds.
By donating the stock directly, the church receives the full $15,000, and the donor avoids the tax hit while claiming a deduction for the FMV. It’s a win-win that’s gaining traction as more people recognize the benefits. BlackRock reports that while nearly 65% of high-income taxpayers donate cash, fewer than 10% donate marketable securities, indicating a huge untapped potential for stock donations in 2025.
The stock market’s record-setting performance isn’t just benefiting Wall Street—it’s broadening participation among everyday Americans. More people are buying stocks, driven by accessible trading platforms, employer-sponsored retirement plans, and a growing interest in wealth-building.
According to Nonprofits Source, approximately 91% of high-net-worth households give to charity, with an average donation of $29,269 in 2023. As stock ownership becomes more widespread, this pool of potential donors is expanding.
The Philanthropy Outlook 2024 and 2025 from the Lilly Family School of Philanthropy predicts a 3.9% increase in charitable giving in 2025, fueled by stock market gains and rising personal income. The report highlights that stock market growth often correlates with an increase in million-dollar gifts, as wealthy donors leverage appreciated assets for tax-efficient giving.
Additionally, Giving USA 2025 notes that corporate giving reached a 40-year high in 2024, which is also tied to stock market performance, as companies with strong pre-tax profits are more likely to contribute.
But it’s not just the ultra-wealthy driving this trend. The democratization of investing means more middle-income households are holding stocks, particularly through retirement accounts like 401(k)s.
With consumer confidence improving (The Conference Board’s Consumer Confidence Index rose to 97.2 in July 2025) and disposable personal income growing by 8.1% in 2023, more Americans are financially positioned to give—often through non-cash contributions.
To harness the potential of stock donations, your organization needs to be ready to receive them. Here are three practical steps to prepare to receive stock gifts:
1. Simplify the stock donation process
Many donors are unaware of how easy it is to give stock. Create a clear, user-friendly guide on your website explaining the process, including how to transfer securities to your organization’s brokerage account.
Highlight the tax benefits and share stories of how stock gifts have fueled your mission. Consider partnering with a platform like Subsplash Giving, which streamlines non-cash donations, making it seamless for donors to contribute stocks directly through your app or website.
2. Educate your donors
Only 8% of donors fully understand their company’s matching gift programs, and even fewer are aware of the tax advantages of gifts of appreciated securities. To inform your community about this giving option, consider these actionable ideas:
Emphasize how stock donations, whether large or small, can stretch their generosity further, supporting your ministry’s vision to reach more people for Christ.
3. Engage high-net-worth donors
High-net-worth individuals are prime candidates for non-cash donations, as they often hold significant appreciated assets. Build relationships with these donors through personalized outreach, such as one-on-one meetings or exclusive events.
Share impact reports that demonstrate how their gifts are making a difference, and encourage them to consider stock gifts as part of their legacy.
The stock market’s record-setting performance in 2025 is more than just a financial headline—it’s a call to action for churches and nonprofits. With more Americans investing in stocks and reaping the rewards of a booming market, the potential for stock donations is greater than ever.
Philanthropy thrives in a strong economy, but your church has to be prepared. Ready to take the next step?
With Subsplash Giving, you can allow your organization to easily accept stock (and crypto) giving to instantly unlock new streams of generosity—all with $0 in setup fees or monthly fees. Sign up today for free!
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