More than 30% of all giving happens during the last three months of the year, with 17% happening in December.
In order to make the most of year end giving, your organization needs a plan. It doesn’t have to be complicated, but some clear communication, an easy giving solution, and a little forethought can inspire incredible generosity. Interested in an easy-to-follow checklist to help you cover your bases? Click on the printer-friendly version of our Year-End Giving Checklist below:
Bonus: How Do You Plan Your Giving Campaign?
Use the “Who, What, Where When and Why Formula” to plan your year end giving campaign.
Who: Identify key staff/members who will implement the year-end giving plan. In many nonprofits, this will include the board members, administrators, communications team, and financial team.
What: What will you use to communicate the year-end giving campaign to your organization? Ensure everyone has the opportunity to give by sharing the vision through a variety of sources. Use as many channels as possible to share your vision and give people an opportunity to give such as from the pulpit, print/newsletters/social media and presentations in groups and homes.
Where: Decide if year-end gifts go to an overall fund or to meet a specific need. Some nonprofits depend on extra year-end giving to tighten the gap between the budget and incoming gifts. Others use the extra December gifts to start a project or champion a local need. There’s no wrong answer to this one.
When: The closer you get to Christmas, the less likely people are to think about anything except holiday to-do lists. 8-10 weeks before December 31st is a good rule of thumb to start talking about your year-end giving campaign. Example: Taking advantage of Giving Tuesday.
Why: Have a clear vision of why you are doing a campaign and articulate that vision clearly. Have a written explanation for why your nonprofit is starting a year-end giving campaign and how those gifts will be used. Writing it out helps nonprofit leaders articulate the vision and it increases transparency, which is a key ingredient for unleashing generosity. (you also might consider adding in the tax benefits of year-end giving).
Finally, make giving easy and give a variety of ways for people to give. Allow for more ways to give then by check, cash or an envelope. Make sure it’s simple for people to show their generosity. Be sure and test the giving page on your website. Make sure it only takes 1 or 2 clicks for someone to make their gift online. You should also have a text to give option or make it easy to give on a mobile device.