The upward trend in philanthropy worldwide continues to increase, according to Google research. And as social media use and online fundraising ideas are cultivated and expanded, so does online giving. Fundraising Auction Items and events hosted by non-profits continue to prove an effective strategy to improve year-end giving.
Year-end giving has been important, but never more than at this time in particular. As we come to the end of this calendar year, it’s important to think about what your organization can do better at or in your strategies. Campaigns, events, programs, and newsletters are all tangible manifestations of a good strategy. But what is important in a nonprofit? The statistics on the effect of year-end giving on nonprofits is staggering. But what do these statistics mean for your nonprofit? Gimmicks, and quick fixes can only do so much for solidity and successfulness of an organization.
Let’s use Year-end Giving statistics to help boost your nonprofit as well as your nonprofit’s annual giving statistics! Here are three reminders that are statistically proven to help your Year-end giving:
- Think Past Christmas
December is known to be an important month for annual giving. According to Network for Good’s research, “Close to One Third of Annual Giving Occurs in December.” Most nonprofits work on creating a productive December for their organization. Once Christmas passes, however, it is easy to stop before the finish line (January 1st). Admittedly, the hard work and donations a organization rolls in by the end of December may have been successful. Statistically, 28% of nonprofits raise between 25-50% of their annual funds from their year-end asks. On top of the success of the prior 28 days, an organization can easily become overwhelmed with following through after a productive annual fund push. Working and thinking past Christmas and right into the new year has seen drastic impacts on nonprofits. The largest average gift size by timing has been attributed to December 31st, coming in at $223. The next highest average gift size by timing was #GivingTuesday, coming in at $142, with the rest of the year average coming in at $110. Note that the last day of the year’s average is twice the average of the rest of the year. That is a compelling statistic!
- Don’t Overlook Word of Mouth Marketing
Additional research concludes that 2/3 People who make donations do no research before giving. Word of mouth marketing is huge, whether we admit it or not. Social Media, fundraising ideas, quality fundraising auction items all play a part in creating a successful campaign. But at the heart of a nonprofit organization is in the relationships they build. Building an organization that affects the communities it comes into contact with may not have immediate or direct increase in profit. However, the statistics on year-end giving speaks for itself. No matter how high-tech, mobile, and online we become, it still all boils down to relationships.
- Cultivate a relationship with your Volunteers
Here at Charity Fundraising, we are committed to helping your organization flourish through our knowledge as well as through our partnership. We believe that much of the success for a nonprofit is in the internal comradeship and resources. Through our Fundraising ideas and auction items and council, we can provide your organization the means for a successful event. We encourage all nonprofits to see the importance of all of their internal resources – one of which being volunteers. Statistically, volunteers are twice as likely to donate as non-volunteers. Remember to see your volunteers as some of your most valuable donors! They are the donors that come to you!
A proper Year-end giving strategy begins January 1st and goes to the last few hours of December 31st. Year-end giving is utilized to its fullest potential when a nonprofit begins to understand the importance of consistent, long-term outreach and cultivation of relationships. The year-end statistics give us these reminders. Whether you are a international organization or a school district, relationships is the start and the end goal.