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A developed year-end strategy can result in new donations

Year-end giving is a rarely utilized tool used by charities to target new donors and raise new revenue. However, it can be an incredible strategy designed in a non-profit’s annual giving plan. Below are benefits associated with a well-developed and orchestrated year-end giving campaign.

Generate new revenue

  • Can be a little or a lot
  • Each non-profit is different – varying sizes, varying needs, varying degrees of public presence, varying depths of constituencies
  • Roughly 40% of all giving comes in during month of December

Expand wide exposure

  • Can be a lot of exposure
  • Local media can play a key role. In most communities, local newspapers, radio stations, and tv networks actively seek ‘feel good’ and ‘community inspiring’ stories
  • Social media creates increasing linkages, particularly through Facebook and Twitter
  • Email marketing is a great tool to engage your existing database of constituents

Add new supporters

  • In the form of new donors and volunteers, a public PR campaign can lure in new batch of supporters
  • Recruits people who were unfamiliar with the organization
  • Gives your development team a great source of new leads to prospect…and they’re not cold calls!
Developing a year-end giving campaign is a smart strategy used by charities seeking to raise new income from current and prospective donors.

 

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Things you should know about year-end giving

The final two months of the calendar year can provide a significant amount of support for charitable organizations, if leveraged properly. Through working with many non-profit organizations, coupled with extensive research, we strong believe in the power of the Season of Giving.

Let the following statistics state our case.

  • The average total amount holiday givers plan to donate is $281.
  • 22% of donors will contribute to just one organization
  • 55% of donors will spread their contributions across two to three organizations
  • 23% of donors will give to four or more nonprofit groups.
  • Two-thirds plan to donate the same amount as last year, and 12% plan to increase their contributions this holiday season.

If that’s not enough, enjoy these statistics:

  • Between 35%-42% of online giving happens in November and December.
  • About 40% of online gifts are made in December.
  • For many charities, giving in December brings in about 1/3 of the fundraising dollars.
  • Online giving happens largely between 9 a.m. and 5 p.m. on weekdays.
  • Online giving (by dollars) on December 31 is concentrated between 10a.m. and 6 p.m. in each time zone.
  • For many organizations, more than 20% of all giving for the entire year occurs in the last 48 hours of the calendar year.

Have you implemented your year-end giving strategy? Do you have one?

Campaigns we help design can see benefits in three primary areas:
Revenue

  • You can raise a little or a lot – either way, it provides new funding
  • Each non-profit is different – varying sizes, varying needs, varying degrees of public presence, varying depths of constituencies
  • Roughly 40% of all giving comes in during month of December

Exposure

  • Solid year-end campaign can create a lot of exposure
  • Local media can play a key role. In most communities, local newspapers, radio stations, and tv networks actively seek ‘feel good’ and ‘community inspiring’ stories
  • Social media creates increasing connections and relationships
  • Email marketing remains a strong tool to engage your existing database of constituents

New supporters

  • In the form of new donors and volunteers, a public relations campaign can lure in new batch of supporters
  • Recruits people who were unfamiliar with the organization
  • Gives your development team a great source of new leads to prospect

If you don’t have a year-end giving strategy, contact us right away. Though we’re just weeks away from the new year, it’s not too late to maximize the opportunity.

 

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Complimentary year-end giving guide

Year-end giving is a rarely utilized weapon used by charities to target new donors and raise new revenue. However, it can be an incredible strategy designed in a non-profit’s annual giving plan.

Click on the graphic below to view a slideshow designed to help charities orchestrate effective year-end funding campaigns.

Featured in the presentation is a list of resources available to each charity. The list includes:

NPcatalyst

  • Works with non-profit organizations to analyze past giving practices and develop fundraising gameplans.
  • Works with donors to develop giving strategies.

HealthCheck

  • Analyzes charities in five distinct areas of operations. Results in a “best practices” guide for improvement. Typically benefits the organization through refreshed marketing and fundraising success.
  • Provides donors with donor-based research information, enabling them to make wise (strategic) donation decisions.

GiftingWishes

  • Provides non-profit organizations with an effective and innovative online giving tool.
  • Gives donors a safe, secure, and trustworthy website to make their online donations.
  • Designing year-end giving campaigns for each charity using GiftingWishes to help raise funds.
  • Completely free of charge.