In a recent webinar by NRB Membership, NRB members had the exclusive opportunity to learn a powerful and often overlooked avenue of philanthropy—asset-based giving—in a session titled “Unlocking the Power of Asset-Based Giving.” Featured speaker Greg Ring, co-founder and CEO of Philanthropy Architects, brought over 35 years of expertise to the conversation. Jim Sanders, chairman of NRB and executive vice president of Ambassador Advertising, hosted the discussion.
The session kicked off with warm greetings from Sanders, who shared how he first became familiar with Ring’s work.
“Greg has been in the same harvest field as we have for the last three and a half decades plus,” Sanders said, referencing their shared commitment to Christian philanthropy. He credited their deeper connection to recent conversations around the NRB’s vision for securing a permanent home in its Capital Campaign.
The focus of the discussion provided attendees with an overview on the concept of balance sheet philanthropy, a strategic approach of leveraging non-cash assets—such as real estate, business interests, and appreciated securities—for charitable giving.
“Most wealth in America is not in checking accounts,” Ring said. “It’s in assets.”
Ring emphasized that many donors are eager to give beyond their checkbooks but simply lack guidance or awareness of the opportunities available. He walked participants through common examples of non-cash gifts, shared practical insights from decades of advising givers, and highlighted how ministries and nonprofit organizations can more effectively invite these kinds of gifts.
“There’s a lot of wealth locked up in assets that people would joyfully give—if someone simply asked in the right way,” Ring said.
The conversation covered:
- What asset-based giving actually is—and isn’t.
- The categories of non-cash assets available for giving.
- Common roadblocks and how to overcome them.
- Practical examples from ministries that have received game-changing gifts.
- The importance of involving a donor’s advisory team to structure gifts effectively.
Sanders and Ring also addressed how ministries can build long-term strategies around asset giving not just for specific campaigns, but also for ongoing sustainability.
The session concluded with a Q&A and a call for attendees to consider how their organizations could benefit from integrating asset-based giving into their development plans. As Ring put it: “It’s not just about funding the mission—it’s about unlocking the generosity that’s already there.”
To learn more, contact Greg Ring at gring@legacydesign.net and visit Philanthropy Architects’ website: ipsphil.com.
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