97% of wealth in America is non-cash

This might be the most important information you hear today for your nonprofit’s growth.

The majority of wealth in the U.S. is held outside of cash, in other assets like stock, 401k’s, IRA’s, real estate, and closely held business interests.

But nearly every nonprofit I’ve encountered (and at this point, that’s thousands) are focused on asking donors to write them a check or give by credit card. Essentially going after that remaining 3%.

Why?

Nonprofits that are actively seeking asset-based gifts are generating huge returns compared to those that aren’t.

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