December 7, 2021
End-of-Year Giving Trends
It’s almost December 31. What can we expect from end-of-year giving this year?
As we gear up to say goodbye to another year, the time has come again to discuss end-of-year giving. While fundraising is, of course, a year-round effort, you may be surprised to learn that nearly one-third of all nonprofit giving is done in the last three days of any given year.
Here are the trends to look out for while doing your end-of-year giving this December.
End-of-Year Giving Gets Flexible
In our increasingly virtual world, it can be a rarity to even own a checkbook. In order to meet donors where they are, nonprofits have to get creative in the ways in which they receive donations.
More than ever, donors use smartphones to make donations online. Sending money via Google or Apple Pay is pretty commonplace and is now seen as a trusted way to give to an organization. Some nonprofits even accept Bitcoin and other cryptocurrencies in lieu of the traditional check.
Technology is Driving Change (Surprise!)
As with most of the nonprofit industry, technology has a huge impact on end-of-year giving. Huge stores of data are available at most development offices’ fingertips, and they will use their findings to inform their practices. This might mean reaching out to a specific donor with a highly specific ask based on years of analytics. It could also mean reaching out to the hundreds of smaller donors that they have kept track of throughout the year.
Additionally, you may see organizations use technology such as Zoom to conduct live-streamed giving programs towards the end of the year. These experiences have come to complement or even replace larger fundraising events due to their ease of access and tendency to broaden audiences.
Young Donors are a Priority
Nonprofit organizations will be adapting their campaign strategy to reach a younger demographic. From fundraising through social media platforms to encouraging donation via Venmo, asks will enter into spaces with which millennials (and Gen Z!) are familiar. You may also see more image and infographic-heavy materials and specific data-driven donation areas.
Workplace Policies Make All the Difference in End-of-Year Giving
You can look out for this end-of-year giving trend at the office. Approximately $5 billion is raised through workplace giving annually, and this number is likely to grow in the coming years.
The job market is red hot, and employers are doing whatever it takes to attract and maintain talent. Many companies have started matching employee donations or conducting internal giving programs to give workers a chance to support good causes. These policies not only help out nonprofits, but they also tend to increase employee retention.
Have you figured out your end of year giving plan? Here’s your guide to everything you need to know.