It’s stunning, really.

In 2013, the Chronicle of Philanthropy recently found that U.S. corporate profits hit an all time high of $1.9 trillion dollars. But even as profits rose, corporate cash giving grew by only 3% to $4.6 billion.

On the other hand, noncash donations by these same corporations grew by a whopping 22.8%!

The Chronicle noted that some nonprofit watchdog groups see this noncash corporate philanthropy as being “tightfisted.” However, this approach to corporate giving is unlikely to shift to more cash giving. At a corporate level, more companies are seeking to align their giving to their business, so it is only natural that product and noncash donations will become the new normal. At a practical level, in an uncertain economy, the need to conserve cash and avoid debt remains paramount.

So what does this mean for the nonprofit world? Be prepared to ask, receive and monetize noncash donations. The charity that is not prepared to receive these kinds of gifts will be left behind.

To illustrate the significant opportunity in this arena, the Chronicle noted that corporate noncash giving grew to $14.1 billion—that number alone has the ability to fund a significant number of nonprofits.

The question in front of the nonprofit world is whether they’ll make the change to accommodate this new and increased form of giving.