As someone who donates to charity at random times throughout the year, I had always assumed that the end-of-year flood from other donors was due to the need to rack up points with the IRS come next April. Wrong!
As the American Red Cross found in a survey last year, four out five Americans feel that “helping someone less fortunate is an important part of their holiday tradition.” (And we probably all know by now that upwards of a third of all charitable donations are made during the final weeks of the year, so this is more than just talk.)
Well, then. If your nonprofit wasn’t already ramped up for end-of-year appeals, you’ve got one more reason to get energized about it. Of course, you’ve got a lot of competition — every nonprofit in the universe is pumping out appeals of every form, in writing, through email, and via their social networks. But the statistics on end-of-year giving suggest something interesting — that these appeals will actually receive more focused attention from donors than usual.
Instead of acting like I usually do (ripping open the appeal envelope, start tossing bits toward the recycle bin, noticing a catchy line, reading a bit, and then perhaps, miracle of miracles, deciding to make a donation), holiday-season donors are actually starting out with the intention of making a donation. It’s just a matter of to which organizations, and what share of their intended amount will go to each. They may actually set aside time to review all the possibilities. Some families I know actually sit down with the kids, let each person make a case for their favorite causes, and make a joint decision as to which groups they’ll donate to.
How to create the most effective appeals given this unique opportunity? For a helpful rundown of ideas from around the Web, read Ashley Halligan’s article on the Software Advice blog: How Your Nonprofit Can Capture December’s Giving Trend.