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The end-of-year giving season is here, a time often referred to as the “most wonderful time of the year” for nonprofits.
And for good reason! Because nearly 30% of annual donations occur in December, with 10% coming in just the last three days of the year. The Giving Season represents both an opportunity and a challenge: the chance to inspire generosity and close out the year strong, balanced against the stress of juggling campaigns, stewarding donors, and meeting year-end goals.
In additional to our list of essentials for nonprofit financial growth, our team at Infinite Giving compiled this list of 7 practical strategies to ensure a successful holiday giving season, and help your nonprofit maximize this critical time before the new year.
1. Tell Compelling Stories
People don’t give to causes—they give to people. Use your end-of-year campaigns to share powerful, emotionally resonant stories about the lives your organization has touched. Highlight real people, communities, or animals that have benefited from your work. Pairing these stories with photos or videos can evoke the warmth of the season and connect potential donors with your mission.
Pro Tip: Create a series of stories to share throughout December, rather than just one. Each story can spotlight a different aspect of your impact, keeping your messaging fresh and engaging.
2. Make Giving Easy and Timely
During the busy holiday season, convenience is key. Ensure your donation platform is mobile-friendly, fast, and easy to navigate. Highlight your biggest high-capacity giving options, such as stock gifts, grants from donor-advised funds, or matching gifts.
At Infinite Giving, we specialize in making giving as seamless as possible for donors and nonprofits alike. Our mobile-friendly giving platform is designed to simplify the donation process, ensuring your supporters can give anytime, anywhere—even during the holiday hustle.
Also, remind donors of the tax benefits of giving before December 31. This is especially impactful for major donors, who may be seeking ways to reduce their taxable income before year-end.
Don’t Forget: Include an automated thank-you email for every donation, and if possible, personalize it to reinforce the relationship with each donor.
3. Encourage Gifts of Stock and Crypto
While cash donations are the most common form of giving, gifts of stock and cryptocurrency offer a highly advantageous option for both donors and nonprofits. Donors can avoid capital gains taxes while deducting the full market value of their gift, often resulting in a larger donation.
Platforms like Infinite Giving allow your nonprofit to effortlessly accept stock and crypto donations, removing barriers for high-capacity donors who want to maximize their giving. By handling the complexities of these transactions, we enable you to focus on stewarding relationships and growing impact.
Be sure to prominently highlight these options in your year-end appeals, and educate your donors about the potential tax benefits. High-net-worth individuals are often more inclined to give when they understand the financial advantages of non-cash donations.
4. Leverage Matching Gifts and Challenges
Who doesn’t love a little holiday magic? A matching gift campaign can make donors feel like their contributions have twice the impact. If you have a major donor or corporate partner willing to offer a matching grant, promote it heavily.
You can also use challenges to create excitement, such as setting goals for the number of gifts received in a day or the total dollars raised. The sense of urgency can encourage donors to act immediately.
Festive Twist: Frame your campaign as a collective effort: “Help us light up lives this holiday season!” or “Join our 12 Days of Giving Challenge.”
5. Segment and Personalize Your Outreach
Sending the same message to every donor is a missed opportunity. Use data to segment your audience based on giving history, engagement level, or preferred communication channel. Tailor your appeals to resonate with each group.
For example, lapsed donors might appreciate a warm, nostalgic message about the difference their past support made, while loyal supporters may respond to an invitation to deepen their commitment with a major gift.
Consider: Sending a festive, hand-signed holiday card to top donors or major prospects. This small touch can stand out amidst the digital noise.
6. Lean into Peer-to-Peer Fundraising
In the spirit of the season, enlist your biggest supporters to help spread the word. Peer-to-peer fundraising leverages the power of personal connections and trust, helping you reach new audiences you might not access on your own.
Encourage board members, volunteers, or longtime donors to create their own campaigns on your behalf. Equip them with templates, images, and talking points to make it easy to share your mission.
7. Celebrate Success and Say Thank You
Finally, don’t let January roll around without acknowledging your donors’ contributions. Share the results of your year-end campaign, whether you hit a financial target, funded a specific program, or expanded your impact in measurable ways.
A heartfelt “thank you” reinforces donor loyalty and sets the stage for future giving. Consider sending a holiday video message from your team or beneficiaries to express your gratitude.
And a final reminder for this Giving Season...
As you deck the halls of your year-end fundraising efforts, remember that your work is about more than just meeting a financial goal. You’re creating opportunities for people to make meaningful contributions to the causes they care about. And that’s a gift worth celebrating.
So, take a deep breath, sip some cocoa, and let the holiday spirit guide you as you bring your community together to support your mission. With Infinite Giving by your side, you’re well-positioned to make this season not just successful, but truly transformational. Here’s to ending the year with generosity, joy, and impact!
