Last Minute Magic: 5 quick wins before year end

It’s exactly 20 days until the end of the year, and you might be thinking: I’ve pushed hard all year; now it’s just going to be what it will be. Nobody wants me to call or email them right now. I shouldn’t bother them. What’s the point of continuing to push?

But here’s the thing—right now is actually a critical time to be working. Year-end giving is a pivotal period for nonprofit organizations, with a significant portion of annual donations occurring during this time. Did you know that approximately 30% of annual giving happens in December, with 10% of it taking place in just the last three days of the year?

That’s right: in 2023, Americans donated an estimated $484.85 billion to U.S. charities, which means $48.5 billion was given in just those final three days. This last-minute surge is driven by the holiday spirit, tax considerations, and the urgency of year-end appeals.

A few years ago, I received a call from a donor in a bit of a frenzy. She’d done all her planning, made her donations, and wrapped up her tax and investment strategies for the year. Then, her company had an exceptional fourth quarter, and all the executives received much larger bonuses than anticipated. Suddenly, she had almost $100,000 she needed to donate—or face huge taxes. This call came in on December 29th. We had to move fast to figure things out and ensure the money was transferred and cleared in time to count for that year.

This story underscores why these final weeks are so crucial. If you’re wondering how to maximize year-end giving, here are some actionable strategies:

1. Reach Out to LYBUNT Donors (Last Year But Unfortunately Not This Year)

Action: Identify donors who gave last year but haven’t given this year. Make personal phone calls or send tailored emails to thank them for their past support and share how their previous gifts made an impact.

Tip: If the list is long, prioritize based on gift size, years of giving, or other valuable criteria.

Why It Works: Personalized outreach increases the likelihood of rekindling support and reinforces the donor’s connection to your mission.

2. Engage with New Donors

Action: Call or email individuals who gave for the first time this year. Thank them warmly, share a brief story about the impact of their gift, and invite them to make another contribution to help finish the year strong.

Statistic: Donors who receive a personal touch within their first year are up to 60% more likely to give again within the same year.

3. Promote Stock Gifts and RMDs (Required Minimum Distributions)

Action: Send a quick educational email or social media post explaining the tax benefits of donating stock or RMDs from retirement accounts. Include simple instructions or contact information for your team to assist with these types of gifts.

Why It Works: Many donors aren’t aware of these options, and they provide significant tax advantages while supporting your mission. Donations of appreciated stock, for example, allow donors to avoid capital gains tax while making a meaningful impact.

4. Share a Heartfelt Year-End Story with a Call to Action

Action: Share a compelling story about someone your organization has helped this year, paired with a clear, urgent year-end call to action. Include specific ways donors can contribute (e.g., one-time gifts, monthly donations, or campaign goals).

Tip: Use photos or videos to make the story more engaging.

Why It Works: Emotional appeals resonate strongly during the holiday season and inspire giving when tied to real-life impact.

5. Create a Year-End Giving Match Campaign

Action: Partner with a board member, major donor, or corporate sponsor to create a matching gift challenge for December. Promote it via email, social media, and your website.

Example: “Every dollar you give before December 31 will be matched, doubling your impact!”

Why It Works: Matching campaigns leverage urgency and multiply the perceived value of a donor’s contribution, motivating them to act.

Bonus Tip: Plan Ahead for Next Year

Once you’ve wrapped up year-end giving, start thinking about how to build sustainable fundraising strategies for the year ahead. If you’re looking for actionable insights, consider enrolling in our Fundraising for a New Era course. Enrollment is open now, and we’d love to have you join us!

Let’s finish the year strong and set the stage for even greater impact in the year ahead!

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