As the year wraps up, most nonprofits are laser-focused on immediate, cash-based appeals. But the most forward-thinking ones are promoting a more strategic option: the Qualified Charitable Distribution (QCD). It enables donors to make meaningful gifts now, without affecting their bottom line the way traditional donations might.
If your organization isn’t actively promoting QCDs, you could be leaving high-impact gifts on the table.
What Is a QCD?
A Qualified Charitable Distribution (QCD) allows individuals aged 70½ or older to transfer up to $108,000 directly from their IRA to a qualified public charity in 2025. Any amount distributed to a charity as a QCD is excluded from taxable income. For donors 73 or older, amounts distributed as a QCD can be counted toward satisfying their Required Minimum Distribution (RMD) for the year. Any amount distributed to a charity as a QCD is excluded from the donor’s taxable income.
To receive full tax benefits, the gift must be completed by December 31, making this the perfect time to reach out.
Why It Matters
Many older donors are looking for ways to make giving feel purposeful and uncomplicated. QCDs do just that by being one of the few giving vehicles that truly meets them where they are: financially secure, ready to give back, and eager to make a difference.
QCDs enable donors to:
- Make a meaningful gift without affecting cash flow
- Reduce taxable income while fulfilling RMD obligations
- Support causes they care deeply about
Recent updates under the Secure 2.0 Act have made QCDs even more flexible, with inflation-adjusted limits and the option to use a one-time transfer to fund a life income gift.
The Behavioral Science Behind Generosity
Through our partnership with Duke University’s Center for Advanced Hindsight, we’ve learned that when and how you communicate makes all the difference. Most donors who can give through a QCD make their giving decisions in the last few months of the year. When you reach them with a clear, emotionally resonant message, they are more likely to act.
When impact feels within reach, giving becomes instinctive, and feels like a natural expression of gratitude and purpose rather than just another financial transaction.
Four Donor-Centered Ways to Boost EOY QCD Giving
- Send a Targeted Email
Identify donors aged 70½ + and send a warm, focused message about QCDs. Keep the content simple and centered on impact, not technical details.
Example subject line: “You’ve planned for your future. Now make a difference today.” - Tell Stories That Inspire
Share stories from real donors who have supported your mission with a QCD gift. Behavioral science shows that donors are more likely to act when they see people like themselves making similar decisions. - Highlight QCD Info on Your Website and Giving Pages
Promote this gift option on your planned giving website homepage or feature it on high-traffic pages (think the announcements section). Include a short, clear explanation of how QCDs work, who qualifies, and how to start. Keep the tone approachable, like a conversation, not a tax guide. - Make It Effortless
Provide sample custodian letters and clear instructions. Even better, partner with a platform like Giving Docs, where donors can initiate and complete their QCDs with ease, and your team is notified when a gift is made.
Taglines That Inspire QCD Giving
- Turn your IRA into impact.
- You’ve saved wisely. Now give meaningfully.
- A lifetime of saving. Your moment to give back.
- Let your retirement fund what matters most.
- You planned for your future – now shape someone else’s.
- Tax-smart giving with heart.
- Give from your IRA and let your life’s work give someone else a future.
- The best returns are measured in impact.
Pro tip: Combine one of these lines with a strong visual, like a photo of a donor or beneficiary, and a clear call to action (“Give through your IRA today”). Emotion + clarity is what turns donor interest into action.
Why Giving Docs?
Giving Docs makes it simple for nonprofit partners to promote and track QCD giving with:
- Custom-branded outreach in your voice and tailored to your audience
- Privacy-first technology designed to build trust and drive results
- Behavioral science-backed design that removes friction and increases conversion rates
- Real-time donor insights that help you build relationships and steward gifts efficiently
Final Thought: Don’t Wait
Your best QCD prospects are making their giving decisions in the next few weeks. With the right message and tools, you can inspire gifts that create lasting impact.
Want to make QCD giving easier this year? We’re here to help. Giving Docs can help you reach the right donors, with the right message, at the right time making generosity simple, joyful, and deeply rewarding.
