Have you started planning for your Year-end giving push? If not, keep reading!
Year-end giving offers a tremendous funding opportunity for private schools, Christian ministries
31% OF ALL ANNUAL GIVING OCCURS IN DECEMBER
12% OF ALL GIVING OCCURS IN THE LAST THREE DAYS OF DECEMBER
54% OF NONPROFITS START THEIR YEAR-END APPEALS IN OCTOBER
$48 BILLION (app.) IS DONATED ANNUALLY BY INDIVIDUALS IN NOVEMBER & DECEMBER
When you consider those stats, it’s stunning to realize that nearly one-third of all annual giving occurs during one month – December. Why does this happen? Why do individual donors give so much more money in November and December than any other time of the year?
You might have guessed part of the answer. Charitable giving for tax-planning purposes is a big motivator, but it’s only a smaller part of a much broader movement that occurs in peoples’ hearts each year.
Think of it this way, if it people were just giving for tax reasons, then why choose your organization? They probably won’t choose you at random. Most people, when they give, they give to causes they care about or know people who care about them. Most charitable giving is an outflow of a heart response to a need.
As we enter the fall season, and especially as we enter November, our thinking shifts. Priorities begin to center on other people. Thanksgiving is coming and closely after the Christmas season. During these two months, people are more generous in giving their time and their money. People become more mindful of the blessings in their lives and more sensitive to the needs of others. These dynamics, coupled with a highly commercialized time of year that focuses on driving gift-giving, are the greater drivers of year-end charitable donations.
So, what should you do? Overcommunicate. Make sure that your need is specifically known. People don’t only give to people and organizations they know, they give to make a tangible impact. Let your potential donors know exactly what their funds will be used for. This will motivate them to give and will give you an opportunity to let them know how much you actually need to meet the need.
You’ll also need to start planning right now. If you want people to give in December and even November, you need to let them know of the opportunity before they hear from other organizations, because I guarantee you the other organizations have been working on getting those donors to your their side.
At the end of the day it will all depend on how strong of a relationship you develop with your donors, but if you put the effort in now, you’ll see dividends by this years end.
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