Home Fundraising Don’t Underestimate The Power Of Year-End Giving

Don’t Underestimate The Power Of Year-End Giving

by Dan Kimball

Regardless of the size or budget of your nonprofit, having a year-end giving campaign is an excellent idea and critical for fundraising success. According to some of the leading nonprofit fundraising authorities, your organization could raise up to 40% of its donations during the last six weeks of the year if you use a variety of fundraising methods.

As we approach the final weeks of the calendar year, this is the time when many Americans respond to year-end appeals or make donations to fulfill pledges made earlier in the year. Appealing to and reaching out to donors up to the end of the year will be key.

If you think a year-end giving campaign is not that big of a deal, you should rethink that strategy. Here’s why:

  • More than 174 million adult Americans plan to give money to charity between Thanksgiving and the end of the year
  • 35-42% of online giving happens in November and December
  • Giving in December brings in about 1/3 of the fundraising dollars for the year
  • More than 20% of giving for the entire year occurs in the last 48 hours of the calendar year
  • 74% of adults plan to make a charitable contribution this holiday season

If you have not yet started a year-end appeal of any kind yet, there is no need to panic. There are still some simple things you can do.

Create A Year-End Campaign With An Online Giving Page

If you don’t already have a campaign in place, it is easy and inexpensive to set up a giving page where you can direct donors and prospects to for end-of-the-year donations. This is different from your webpage and is a great tool for telling a compelling story about your organization and how donations are making a difference. You can promote this page using your social media or an email blast to your donors, friends, and past participants.

Participate In Giving Tuesday

Giving Tuesday is a global day dedicated to giving back. On the Tuesday following Thanksgiving, charities, families, businesses, community centers, and students around the world come together for a common purpose: to celebrate generosity and to give. Nonprofit organizations use social media to tell stories about the great work they are doing and provide people a chance to give. The idea is to create momentum and buzz about your organization in an easy, fun way. Your goal is not the size of gifts, but rather to get lots of people to participate.

The holidays are a time to be thankful for what you have, and give to those who need it. So year-end fundraising should be an important part of your overall fundraising strategy. For some nonprofits, it can be their “Super Bowl.” Sadly, with all the hustle and bustle of the holidays, many nonprofits gear down and close shop. I suggest you ramp up your year-end campaigning with good planning and strong messaging for your organization.

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