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.
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.
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:
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.