Use Appreciated Stock to Power Public Media for the Future
August is Make-a-Will Month, and there’s no better time to think about your future—and the future of the causes you love, like WKNO Public Media.
A will gives you control. It lets you decide who gets your things, how your family is cared for, and which values live on through your legacy.
It also gives you a chance to make a meaningful gift to a nonprofit you care about, often in smart, tax-savvy ways.
This year, we’re shining a spotlight on one of the most powerful—and often overlooked—ways to give: appreciated stock.
What is Appreciated Stock?
If you’ve owned a stock, mutual fund, or ETF for a while, there’s a good chance it has gone up in value. That extra value is called a capital gain.
Example:
You bought a stock for $2,000. Now it’s worth $10,000.
If you sell it, you’ll owe taxes on the $8,000 gain.
But if you give that stock to a charity like WKNO, you pay no taxes on the gain—and WKNO gets the full $10,000.
That’s what makes appreciated stock so powerful:
✔️ You can give more than if you donated cash.
✔️ You can pay less in taxes.
✔️ You can help a cause you love.
How to Use Appreciated Stock in Your Will
Many people think of gifts in a will as cash—but you can leave stock too.
Here are some ways to do it:
Name WKNO as a beneficiary of a specific stock or brokerage account.
Include a paragraph in your will that directs your executor to donate certain stocks.
Use a charitable trust (with help from an advisor) to pass stock to WKNO and give income to your family.
If you’re already working with a financial advisor or estate planner, ask them to help you include appreciated stock in your plans. It’s easier than you might think—and very impactful.
Why Give Stock Instead of Cash?
Giving stock from your will can be:
Smarter for your heirs. They won’t have to sell the stock and pay taxes.
More generous for WKNO. We receive the full value, tax-free.
Easier than you think. A few lines in your will or a change to your beneficiary form can do it.
Think of it as turning smart investing into long-term impact—supporting local news, educational programs, and the arts for the next generation.
Other Smart Ways to Give in Your Will
QCDs (Qualified Charitable Distributions)
If you’re 70½ or older and have a traditional IRA, a QCD lets you give money directly from your IRA to WKNO—without paying taxes on it.
You can:
Give up to $100,000 a year tax-free.
Count your gift toward your Required Minimum Distribution (RMD).
Leave a QCD gift to WKNO in your will, so your heirs don’t owe taxes on that account.
DAFs (Donor-Advised Funds)
A DAF acts like a charitable savings account. You put money in, get a tax break, and then recommend grants to charities like WKNO over time.
You can:
Leave your DAF to WKNO in your will.
Set up recurring grants from your DAF in your honor.
Involve your children or grandchildren in giving.

Next Steps for You
WKNO has thrived for over 60 years because of thoughtful people like you.
Including WKNO in your estate plan—especially through appreciated stock—is a powerful way to:
Support trusted journalism
Keep classical music alive
Inspire the next generation through PBS Kids and educational content
You don’t have to be wealthy. You don’t need a lawyer right away. And you don’t need to give up your stock today. You can simply make a plan for someday, with no obligation now.
Here’s how to get started: