It’s the Best Time of Year for Giving

Q4 is considered the best time of the year to raise funds. Are you prepared to take advantage of end-of-year giving opportunities?

A nonprofit’s year-end giving campaign is often one of the most important fundraising initiatives for the year. Because 30% of all annual charitable donations are made in December, the end-of-year push for support is a last chance to connect with supporters and secure vital fundraising dollars.

Why do people give at the end of the year?

There are multiple reasons. In some cases, they make donations to take advantage of tax benefits. For others, the holiday season truly becomes the “season of giving,” and donors make an extra effort to support those causes that are meaningful to them. Still others give at the holidays because they are happy and moved to do something special. Whatever the reason, it pays for nonprofits to be prepared to take advantage of the “best time of the year for giving.”

Supported by Statistics

If you need even more motivation to develop an approach to end-of-year giving, let’s examine the statistics made available through the GoFundMe Charity and One Cause Fundraising solutions. They report that:

• 30% of all donations happen in December.
• 28% of nonprofits raise up to 50% of their annual donations during year-end campaigns.
• 12 % of all donations occur in the last 3 days of December.
• 67% of donors make donations based on the recommendations of friends and family.
• 59% of online donors make their gifts after watching a video.
• On average, nonprofits collectively raise over $300 million on Giving Tuesday.

The data calls for a full court press on fundraising from September through December 31, and nonprofits should not miss the opportunity to capitalize on this time of year. While nonprofits will no doubt approach year end campaigns differently, there are some basic elements that will make your planning efficient and effective.

End-of-year giving is such a critical component to a nonprofit’s fundraising program that I'll be writing a few more articles to provide insights and key tips on how to make your campaign as effective as possible. You’ll need to start by focusing on the end… end of year that is!

Building an End-of-Year Campaign

The end-of-year giving initiative is a campaign within your annual fundraising program that requires a well-developed and articulated plan of action. Several different steps are outlined below, but feel free to adjust your end-of-year planning to work for you.

Set a Goal

The first step in the process is to set a goal, one that will allow you to set benchmarks as you progress through the campaign. Be realistic but include a “stretch.” Integrate your goal into your messaging, and use it to create a sense of urgency, such as “we’ve almost reached 100% board giving. Please make your gift by 12/31.” In some cases, goals can become visuals – like thermometers - that rise as donations are made and provide a target for donors to help you reach. 

Segment Your Audience

A “one size fits all” approach does not always result in the best outcomes. You will find that customizing your appeals and outreach activities to specific groups may produce more positive results.

You can segment in many ways:

• By donors versus non-donors
• Type of supporter (board member, volunteer, attendee, etc.)
• By gift size
• Corporate donors versus individuals, etc.

Segmenting your audience allows you to be donor focused and personal.

Create a Plan/Include a Timeline

A well-developed plan will help you stay on track. By rights, the plan should be developed in July/August, so that you can use September to prepare and launch in October. The fall is a busy time for nonprofits, so develop a reasonable plan and stick to an established timeline to ensure your outreach activities are timely and effective.

Design Your Message and Assemble Materials

Every campaign should have a message or messages that you share with your communities. It’s important to identify a key story (or more) to share via appeal letters, email blasts, social media, testimonials, powerful imagery, and blog posts. This narrative will serve as the common thread that will be woven into all the materials developed for the end-of-year campaign. 

Prepare Solicitors to Execute

Just because donors are more likely to give at the end of the year does not mean they will automatically make a gift to your organization. You’ll need to ask! So, plan to provide a script for phone calls and letters that can be modified by your solicitors to reflect their individual styles. Suggest practicing direct solicitations through role playing. It can help build confidence and allow the “ask” to sound more natural. Then let everyone go and ask!

Thank and Acknowledge

Saying thank you and staying connected is paramount in this process. Remembering to share the impact of the donor’s gift is the key to secure future donations. How you recognize their generosity and your plan to keep them engaged with your organization, will often mean the difference between a one-time gift and long-term support.

When you reach your end-of-year giving goal, take a moment to celebrate your success. Thank volunteers and solicitors for their efforts and share your success with your communities so that they can share in the celebration as well.

Make Yourself Stand Out

Everyone is somewhat overwhelmed by the world we live in today. Your supporters are no exception. This time of year is the busiest and most important for nonprofits and their fundraising programs. Realize that your audiences aren’t just hearing from you, they will be receiving solicitations for their support from other nonprofits daily.

Make sure your message is clear and distinctive, and that your appeals stand out from the rest.

Most importantly, let them know why their gift, large or small, will make an impact.

Follow our upcoming posts regarding “The 12 Days of Giving” for more ideas on end-of-year appeals to help you capitalize on the season of giving.