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.