- Approximately 31% of all annual giving occurs in December
Year-end giving is a great opportunity. Making sure you have a plan in place and the tools needed to maximize the Giving Season is essential for end-of-year success. Be ready to capture data and follow-up with thank you letters in a timely manner for effective retention.
- Approximately 12% of all annual giving occurs in the last three days of December
People are known to wait until the last minute to do anything, why should giving be any different? Whether the reason is for tax deductions or something else, keep these last few days of the year in mind when planning your appeal.
- Approximately 52% of nonprofits start planning their year-end ask in October
With so many donations happening this time of year, it makes sense to start planning early to maximize effectiveness. It can take time to strategically think through and be sure the right technology (text giving, thermometers, matching gift capability, etc.) and marketing plan is implemented. At Give Back Nation, we usually start brainstorming year-end opportunities with the organizations we support in August and September.
- Approximately 60% of people who make year-end donations do no research
Word-of-mouth recommendations from friends and family are great opportunities. Think of your donors as ambassadors for your organization. Empower them with opportunities to easily share your cause through email and social media. Be sure you have the right online giving platforms that have these capabilities built-in.
- Approximately 61% of nonprofits ‘touch’ their donors and contacts 1-3 times during their year-end campaign
Keeping your organization top-of-mind without overdoing it and creating frustration is essential. Education and sharing successes can help ease into the eventual ask. At Give Back Nation, we preach the five-to-one principle for ongoing touches. Five touches zeroing-in on successes and what a donors support impacts, then one touch on the different ways donors can support the cause. A year-end appeal should never be the first touch a supporter receives from an organization. Direct mail is still very popular, but phone calls, emails, social media and in-person appeals are all ways to touch and stay top-of-mind.
Year-end giving is a great opportunity that every nonprofit should plan for accordingly to maximize impact for their cause. Is your organization ready?
Kyle Gregory, CEO/Co-Founder, Give Back Nation