DAFs Demystified: Practical Steps for Major Gift Teams
Scaling Major Gifts. Strategies, action steps, and ideas for scaling major gifts by Tammy Zonker, Major Gift Expert & Keynote Speaker.
After nearly three decades in major gift fundraising, I’ve seen countless trends come and go. But few have reshaped the landscape quite like donor-advised funds (DAFs). If you’re a major gift officer, development director, executive director, or board member, understanding DAF donors isn’t just a “nice to have”—it’s essential for your organization’s future.
Why DAFs Matter Now—And Why They Should Matter to You
In my experience, DAFs have moved from the margins to the mainstream. They now hold over $250 billion in assets, representing one of the largest and fastest-growing sources of philanthropic capital available to nonprofits today. DAF donors are not just wealthy individuals tucked away in financial institutions; they’re often your most loyal supporters, giving through multiple channels and seeking meaningful impact with their philanthropy.
For those of us tasked with securing major gifts, the rise of DAFs presents both a tremendous opportunity and a unique set of challenges.
The Pain Points: What Makes DAF Fundraising Tricky
Let’s be honest—navigating DAFs can be challenging. Over the years, I’ve encountered several recurring hurdles:
Identifying DAF donors in our own database. Many donors give anonymously or through sponsoring organizations, making it hard to track and steward these relationships.
Engaging donors who give through DAFs. Without direct contact information, personalizing stewardship and building long-term relationships can feel like a guessing game.
Integrating DAF giving into planned giving conversations. Too often, we treat DAFs as a “one-off” rather than part of a donor’s holistic giving strategy.
Missing out on larger gifts. When DAF giving isn’t visible or easy, donors default to smaller, one-time donations via credit card or check.
What Works: Strategies I’ve Used (and Seen Succeed)
Over the years, I’ve refined a toolkit for engaging DAF donors. Here’s what I’ve found most effective:
1. Make DAF Giving Visible and Simple
Prominently feature a “Give from your Donor-Advised Fund” button on your website and donation forms. See real-world case study below sharing what happened when Penn Hillel added a DAFpay button to every fundraising email and donation page.
Use clear, step-by-step instructions for DAF giving, and include contact info for questions.
2. Ask About DAFs in Every Major Gift Conversation
I always ask, “Do you have a donor-advised fund you’d like to use for your giving?” Many donors appreciate the prompt and feel seen as sophisticated philanthropists.
Bring up DAFs in planned giving discussions—92% of DAF donors have a succession plan, but many haven’t considered naming your organization as a beneficiary.
3. Steward DAF Donors Like Your Best Friends
Even if you don’t have full contact info, thank DAF donors promptly and personally whenever possible. Use the information you do have (fund name, sponsoring organization) to send tailored acknowledgments.
Share impact stories and updates that matter to them. DAF donors are highly motivated by seeing the difference their gifts make—90% care about people in need today, and 87% want to see tangible impact.
4. Leverage Technology and Data
Use fundraising software that tracks DAF gifts and integrates with your CRM. Tools like FreeWill (with DAFpay), Chariot, and DAFTech streamline the process, making it easier to identify, solicit, and steward DAF donors.
Prospect research tools like DonorSearch can help you identify which of your supporters might have DAFs, based on wealth and philanthropic history.
A Real-World Example: DAF Success in Action
Let me share a case that illustrates the power of these strategies. At Penn Hillel, the team faced the perennial year-end fundraising crunch. By integrating Chariot’s DAFpay solution and making DAF giving highly visible across all donor touchpoints, they saw a surge in DAF gifts—$24,000 from 21 donors in just two months, with the average DAF gift at $1,150 (almost six times their average online credit card gift). The key? Removing friction and making DAF giving as easy as possible. Source: https://www.givechariot.com/penn-hillel-case-study
Similarly, The B+ Foundation saw a 7x increase in average gift size when they featured DAFpay at the top of their donation forms. Even more impressive: 76% of DAFpay users were first-time donors to the organization. Source: https://www.givechariot.com/be-positive-case-study
Recommended Tools and Services
In my experience, the right technology can make all the difference. Here are a few solutions I recommend:
Chariot/DAFpay: Seamless DAF giving integration for your website and campaigns.
FreeWill: Comprehensive planned giving and DAF management, especially for organizations with limited staff.
DAFTech: AI-powered platform for managing DAFs, donor engagement, and backend processes.
DonorSearch: Prospect research to identify potential DAF donors in your database.
Neon CRM (Neon One): Integrates with Chariot’s DAFpay, enabling nonprofits to embed DAF giving directly into their online donation forms.
DonorPerfect: Supports DAF integration, allowing you to collect and process DAF gifts alongside other donation types.
The Giving Block: Through integration with DAFpay by Chariot, The Giving Block allows donors to give from their DAFs directly on your website, with donor information captured for stewardship.
Leverage Expert Prospect Research to Unlock DAF Potential
In my experience, one of the biggest hurdles in DAF fundraising is simply knowing who your DAF donors are and how to reach them. Even with the best stewardship and technology, you can’t engage donors you can’t identify.
This is where specialized prospect research firms like the Helen Brown Group (HBG) come in. Their team brings decades of real-world nonprofit experience and offers a suite of services that can help you dig deeper into your donor pool. I’ve seen organizations transform their DAF strategy by leveraging HBG’s expertise in:
Prospect research and management: HBG’s professionals help you uncover hidden DAF donors already in your database and identify new prospects aligned with your mission.
DAFinitive® database: This is a game-changer. DAFinitive® is the only searchable database focused exclusively on donor-advised funds, allowing you to find fund names, donor interests, and even potential giving capacity. If you’re serious about growing your DAF pipeline, this tool is worth exploring.
Data insight and due diligence: HBG’s concierge services provide actionable intelligence that helps you build stronger, more targeted relationships with major donors—including those giving through DAFs.
I’ve found that partnering with research experts like the Helen Brown Group not only saves time but also gives you a competitive edge in a crowded fundraising landscape. Their insights can help you prioritize outreach, personalize stewardship, and ultimately secure more transformational gifts.
Actionable Takeaways
Here’s what you can do right now to unlock more DAF gifts:
Audit your donation forms and add a clear DAF giving option.
Train your frontline fundraisers to ask about DAFs in every major gift and planned giving conversation.
Use technology to track, acknowledge, and steward DAF donors—don’t let these gifts go unrecognized.
Partner with prospect research experts like Helen Brown Group to identify and engage DAF donors using tools like DAFinitive®—the only searchable DAF database on the market.
Share stories of impact and keep DAF donors informed about the results of their giving.
Regularly review your donor data to identify patterns and opportunities for DAF engagement.
Encouragement from the Field
If you’re feeling overwhelmed by the complexity of DAFs, you’re not alone. When I started, DAFs were a mystery to most of us. But by embracing new tools, asking the right questions, and treating DAF donors as valued partners, I’ve seen organizations transform their fundraising results—and deepen their relationships with supporters.
What’s worked for you in engaging DAF donors? What challenges are you facing? I’d love to hear your stories and questions—Share below or connect with me on LinkedIn—let’s learn from each other.
Keep scaling,
Tammy Zonker
Major Gift Expert & Keynote Speaker
President, Fundraising Transformed
President & Dean, Modern Institute for Charitable Giving