One third of all giving happens in October, November, and
December. According to Blackbaud,
fundraising and constituent relationship management experts, those months saw
33.6% of 2013’s overall charitable giving, with December seeing the most
activity of those three months.
With the end of the year practically upon us, how can you
make the most of the most wonderful time of the year?
Heed the advice of Cheryl Keedy. In her July 2014 Fundraising Success Magazine article, “It’s Not Too Early to Think
About Year-End,” she suggests preparing for year-end all year by building
stronger relationships with donors. In
your promotions, tell their stories and identify--and honor--their giving and
communication preferences throughout the year.
When they respond, thank donors promptly and ask them for another
donation.
Those are great tips for next year, but what can you do
now? Keep in mind these other survey
statistics:
- · Most non-profits receive more than 75% of their yearly gifts through direct mail; they receive only 10% through online donations. (Blackbaud)
- · Women of the baby boom and older generations give 89% more than their male counterparts, according to research by the Women's Philanthropy Institute. (Charity Navigator)
- · Middle-class Americans give more than “rich” Americans. The Chronicle of Philanthropy reported that households earning between $50,000 and $75,000 give an average of 7.6% of their discretionary income to charity; households earning $100,000 or more give an average of 4.2%. (Charity Navigator)
Bottom line: if your promotion schedule isn’t end-of-year
heavy, it may be time to test, re-evaluate, and re-invigorate your charitable
giving campaigns.
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