End-of-year giving: 3 tips for making the most out of this Giving Season

The end of the year is a critical time for nonprofit organizations, with over one-third of all charitable giving taking place in December. Amid the bustle of the holidays, the spirit of giving is in the air, and many people seek opportunities to support the causes they care about.

For nonprofits, the final months of the year are a golden opportunity to capitalize on this surge of generosity. However, successfully navigating the end-of-year fundraising landscape requires a thoughtful strategy and a deep understanding of your donors.

Here are three ways to enhance your end-of-year fundraising:

1. Start outreach early

Don’t wait until the end of the year to start talking to donors about how to give. A consistent dialogue around smart ways to give throughout the year often yields more favorable outcomes, especially in the months leading up to year-end. Typically, starting year-end communications around October will help supporters understand their year-end giving options.

Supporters may also need more information about certain giving options, such as non-cash giving opportunities. By introducing non-cash giving discussions early on, like information about donating stock or cryptocurrency, your end-of-year communications will resonate more with prospective partners and stakeholders.

2. Offer more than one way for donors to give

Don’t leave your end-of-year results up to chance. While gifts of cash and assets like stock and crypto provide a unique way to give, you may want to steer away from those during times of economic uncertainty. Instead, other non-cash gifts like Qualified Charitable Distributions and grants from Donor-Advised Funds are two “recession-proof” ways of giving to consider.

3. Leverage all communication channels

Add non-cash giving language to every digital and print appeal your organization sends this year-end. Be sure to include information about these giving opportunities in channels such as:

• Gift acknowledgments
• E-newsletters
• Postscripts
• Email signatures
• Social media posts

Assess generational differences to choose communication channels that align with your audience’s preferences. For example, younger supporters tend to feel more comfortable communicating online via social media or email, while older audiences often prefer face-to-face communications or phone calls. 

Consider giving your communications a festive feel as well to reflect the season. For example, Thanksgiving or Christmas-themed initiatives are a great way to incorporate the charitable spirit of the holidays. Plan seasonal marketing campaigns with themes like gratefulness or Christmas cheer to spark a feeling of goodwill among your audience.

The end-of-year giving season presents a tremendous opportunity for your organization to grow. With thoughtful strategies and an emphasis on non-cash giving, you can significantly boost giving and end the year on a high note.

Download FreeWill’s GivingTuesday donor template emails and phone scripts to ensure a successful Giving Season.