This article originally appears here on the Software Advice blog: Bringing in 2012: How Your Nonprofit Can Capture December’s Giving Trend | by Ashley Halligan, Software Advice.
‘Tis the season for end-of-the-year holiday giving! Ring in 2013 with a bang (and more donations!) with these helpful tips for your nonprofit’s fundraising.
Bringing in 2012: How Your Nonprofit Can Capture December’s Giving Trend
The holidays are upon us, and nonprofit organizations are scrambling to capture a share of holiday generosity. Statistics show that December represents a third of all online giving. And 22 percent of year-round donations accumulate in the last two days of the month.
Data supplied by Network for Good’s Online Giving Study.
Additionally, December donors tend to give more than supporters in other months. In fact, Network for Good’s Online Giving Study shows they donate 52 percent more. The study also says,
“December is the strongest month for most organizations offline. It’s even more so online. Further, it’s not just the month of December that’s spectacular, it’s the last couple of days, and even last few hours that make the difference.”
Americans want to donate to charitable causes during this time of year. In a survey conducted by The American Red Cross, 80 percent of Americans surveyed said helping those who are less fortunate is an important part of their holiday tradition. And 70 percent who donated in the last holiday season said they planned to donate the same or more in the upcoming season.
Given this compelling fundraising opportunity, what should nonprofits do to capitalize on the last-minute, year-end giving trend? Here are some suggestions from authors around the Web for organizations vying for a piece of the seasonal pie.
Make Giving Easy
Prospective donors shouldn’t have to search for a donation page. Frogloop writer Allyson Kapin suggests a big, bold, clear call-to-donate button. “This should be incredibly obvious in your navigation and in a callout box towards the top of your website. If you want to raise money, the donate button should not be buried and de-emphasized on your website.”
Keep it Seasonal
Jen Johnson, who writes for Otis Spunkmeyer’s Fundraising Success Tastes Sweet blog, says that including festive elements “adds excitement, spirit and holiday magic to the hard, cold process of raising money.” She suggests seasonal fundraising efforts like wreath auctions, themed charity walks/runs, holiday bake sales, caroling events, and Christmas concerts.