How Nonprofits Can Increase End-of-Year Giving

While fundraising is a year-round effort, it’s well known fact that nearly one-third of all nonprofit giving is done in the last three days of any given year. 

Here are some ways nonprofits can address that end-of-year giving trend.  

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 Venmo or Apple Pay is now commonplace and is 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

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 Should Not be Overlooked

The average age of donors in the United States is 64. However, even if the numbers don’t reflect it, young donors are out there. In fact, over 60% of millennials donate an average of $481 per year. 

Nonprofit organizations are 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 need to apply image and infographic-heavy materials and specific data-driven donation areas to accommodate younger audiences. 

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 as well. Approximately $5 billion is raised through workplace giving annually, and this number is likely to grow in the coming years.

The job market is competitive, and employers are do 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.