The Importance Of Year-End Fundraising
Year-end fundraising is one of the most important fundraising opportunities for nonprofit organizations. Approximately 50% or more of annual giving occurs in the last 3 months of the year (30% in December alone). Giving Tuesday, year-end appeals, events, recurring giving campaigns, and other fundraising and outreach initiatives are leveraged by successful nonprofits to help maximize this once-a-year opportunity.
Here are several reasons why year-end fundraising is so important for nonprofits:
- People are more likely to give at the end of the year - According to Giving USA, an annual report on charitable giving in the United States, 31% of all annual giving occurs in December.
- Donors are looking to make a difference in the world - The holidays are a time when people are reflecting on their lives and what they are grateful for. This can lead to a desire to give back to others and make a difference in the world. Nonprofits can tap into this desire by highlighting the impact of their work and how donors can help.
- Nonprofits have a chance to close out the year strong - The end of the year is a time for nonprofits to take stock of their accomplishments and set goals for the coming year. A successful year-end fundraising campaign can help nonprofits meet their goals and start the new year off on the right foot.
- Year-end fundraising can help nonprofits reach their goals - Many nonprofits set annual fundraising goals. A successful year-end fundraising campaign can help nonprofits reach or exceed their goals, which can then be used to support their programs and services.
- Tax benefits - Donors often make charitable donations at the end of the year in order to claim them on their taxes. Approximately 11% of annual giving occurs during the last 3 days of the year.
- Settlement of finances - Donors may have a better idea of their remaining budget toward the end of the year, after they have made their big purchases and planned for holiday expenses.
- Opportunity to connect with donors - Year-end fundraising is a great opportunity to connect with donors and thank them for their support. It can also be a time to introduce new donors to your organization through year-end outreach and engagement initiatives.
In order to be successful with year-end fundraising, nonprofits need to be proactive and strategically think-through and plan for the opportunity.
Some quick tips for year-end fundraising:
- Start planning early - Don't wait until December to start planning your year-end fundraising campaign. Begin at the end of summer or early fall to provide enough time to strategically think-through and implement a plan.
- Be sure your brand is on point - Does your website, outreach emails and overall branding look dated or incomplete? First impressions matter and you don’t want to waste time and money exposing your fundraising initiatives if potential supporters lose respect instantly.
- Set a clear fundraising goal - What do you hope to achieve with your year-end campaign?
- Create a compelling message - Your message should be clear, concise, and persuasive.
- Use a variety of fundraising channels - Don't rely on just one fundraising channel. Use a variety of channels, such as direct mail, email, text messages, phone calls, social media, and events.
- Personalize your appeals - Make your appeals as personal as possible. Address donors by name and use stories and examples that will resonate with them.
- Thank your donors - Be sure to thank your donors for their support. A personal thank-you note is always appreciated.
Year-end fundraising can be a great way to raise much-needed funds for your nonprofit organization. Don’t waste the opportunity!
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