In the nonprofit world, end-of-year giving is one of the most reliable sources of funding. Between GivingTuesday and December 31st—also known as the last chance for donors to make tax-deductible gifts in a given tax year—31% of giving happens in the last few weeks of the year and 12% in the last three days. To take full advantage of this important giving season, it’s vital to plan ahead.
One of the key findings in recent studies how and who donors give is that small donors give big over time, and that counts on GivingTuesday perhaps more than any other day of the year. And while it’s understandable that a nonprofit might be concerned about asking donors for money twice in December, when you’re already asking for end-of-year donations, it turns out that the people who donate on GivingTuesday and those who wait until the last five days of the year are different donors with different motivations for giving.
You are probably in the middle of planning your year-end fundraising push. Perhaps you have prepared your direct mail piece and are starting to segment your list. The most important segments to consider for special treatment are your major donors, your board, and other special friends. Hopefully many of your board members are on the major donor list, and your major donor list is much longer than your board list!
We know that peer-to-peer fundraising accounts for nearly 25% of all online giving, but we also know that people are inundated with fundraising requests. So what can you do to help your P2P participants make sure their ask stands out from the crowd?