Growth of DAFs (Donor-Advised Funds) is reshaping how donors give and how organizations need to engage. The key to capturing this opportunity lies in building genuine internal alignment, with the full fundraising department on board and focused on a unified DAF strategy.
Many organizations recognize that DAF revenue is growing, but too often, it remains the responsibility of a single department — usually planned giving or major gifts. This fragmented approach can limit results.
Successful DAF programs require support from different departments in your nonprofit, including digital, direct mail, data, stewardship, finance, communications, and others.
Here are five practical steps that any nonprofit team can use to start building alignment for a unified DAF strategy:
The first step is to ensure that everyone understands DAFs. This does not mean just gift officers and leadership. Every team — including data management, finance, marketing, and digital — benefits from regular sessions explaining what a DAF is, why donors love them, and how they fit into fundraising today. Staff members may be surprised to learn that almost 70% of DAF gifts are under $1,000. Sharing this context makes DAFs relevant to everyone — not just those handling large gifts.
Nothing undercuts a unified strategy more quickly than poor data practices. Inconsistent attribution and unclear policies on hard versus soft credit can create real headaches. Create clear rules for how DAF gifts are tracked and credited, and make sure your CRM reflects these decisions. Stick to the same approach for all DAF gifts.
Are you showing DAF donors that their gifts matter across every touchpoint? Examine your appeals, reply devices, digital forms, and thank-you communications to be sure you’ve incorporated DAF messaging. DAF giving options should be visible and accessible on your website and easy to find on donation forms. You can increase DAF donations simply by making sure donors know about them and have an easy way to use their DAF.
If possible, collect input from supporters who use DAFs. Their real-world experiences will spotlight hidden obstacles, leading to quick wins and longer-term improvements.
Create an internal network of DAF advocates who can keep up the momentum, troubleshoot, and share wins. This group can also be tasked with keeping the broader organization up to date on trends and policies related to DAFs. The more members of the organization who are invested in DAF strategy, the more robust your results will be.
You do not need a flawless, enterprise-wide rollout to make an impact. The key is forward motion. Choose a single improvement — such as a training session, a new webpage section, or a refined data field — and build from there. Small steps accumulate into bigger changes. Celebrate milestones, and keep the conversation going.
Donor-advised funds are reshaping how philanthropy works. Internal alignment allows nonprofits to adapt and thrive. When teams work together, DAF donors feel seen and valued, and revenue growth follows.
TrueSense Marketing is committed to guiding nonprofits through this journey. Building unity around DAFs today ensures lasting impact for years to come. We can help you incorporate your DAF strategy into digital, direct mail, and programmatic advertising.