December is the most crucial month for nonprofits, often bringing in a significant portion of their annual revenue.
With its blend of generosity, tax incentives, and end-of-year traditions, December provides a powerful opportunity to meet and even exceed fundraising goals.
Statistics show the impact of December giving:
→ December can bring in between 16% and 35% of a nonprofit's yearly revenue.
→ Nearly 30% of annual online donations occur in December.
→ Millennials and Gen Z are increasingly motivated by online campaigns and social media prompts during the holiday season.
GoodUnited helped a client leverage social media in December, resulting in a 40% increase in donations compared to the previous year.
To maximize December giving using social media, nonprofits can:
→ Identify their end-of-year goal and create a compelling "moment in time" ask.
→ Turn on the "comment to Messenger" feature to capture engaged followers.
→ Share compelling stories and interactive content daily to emotionally invest their audience.
→ Make the ask after priming their audience with engaging content.
→ Stay consistent and engaging throughout the month.
After December, nonprofits should measure success by tracking:
→ Total donations from social channels
→ Follower growth and engagement
→ Conversion rate of followers to donors
By recognizing December's potential and implementing strategies that drive engagement, nonprofits can experience a transformative giving season and build a community of passionate advocates.
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