The Importance of Year-End Giving

As the calendar year comes to a close, many nonprofits prepare for year-end giving. But what exactly is year-end giving? It is when people and organizations donate during the final weeks of the year. This is a crucial time for nonprofits because many donors want to make an end-of-year donation before January rolls in.

Year-end giving isn’t just about helping nonprofits hit their fundraising targets. It’s also an opportunity for donors to support causes they believe in while enjoying some tax benefits. In that sense, it becomes a win-win for everyone.

This blog will explore why year-end giving is so important and how nonprofits can make the most of this season.

What Is Year-End Giving?

Year-end giving refers to donations made to nonprofits during the last part of the year. This period usually starts in late November and goes through December 31st. 

The season often kicks off with Giving Tuesday, the Tuesday after Thanksgiving. This day encourages people to support causes they care about. After that, the giving season continues through December, ending on New Year's Eve.

Although the year-end charitable giving season officially kicks off in November, planning for it happens well ahead of time. Nonprofits often prepare in advance to make the most of this donation period.

End-of-Year Giving Statistics

Wondering how important this giving season is? The numbers say it all!

1. Over 30% of Annual Giving Happens in December 

December is the time when generosity peaks. For many nonprofits, it's the busiest and most fruitful month.

2. Online Revenue Increases by 31%

Nonprofits can bring in anywhere from 17% to 31% of their yearly online donations during December. 

3. Giving Tuesday Brings in Billions

Giving Tuesday has become a major event for charities. In 2023, nonprofits raised $3.1 billion in just one day. It’s a perfect boost right at the start of the year-end charitable giving push.

4. The Last Three Brings In 10% of Annual Donations

Believe it or not, 10% of all annual donations roll in during the final three days of the year. Don’t miss out on these last-minute gifts!

5. 20% of Online Revenue Comes In On 31st December

The last day of the year is the biggest donation day, with 20% of online revenue coming in on December 31st. Getting your campaign ready for that final push can make a big difference.

6. Late December Brings Almost 47% of Online Donations

Nearly 47% of nonprofits' online donations come in during the final week of December.

7. More Than Half of Nonprofits Start Campaign Planning in October

53% of nonprofits start planning their year-end campaigns in October. Early preparation helps make the most of the year-end giving season.

8. December Donors Give Bigger

People giving for the first time in December tend to make donations that are 52% larger than those made during other months. It’s a great chance to secure meaningful contributions.

Want to get the best out of this year-end giving season? Read Top Strategies to Boost Your Year-End Campaigns to find all the secrets!

The Importance of Year-End Giving for Nonprofits

This period is crucial for nonprofit organizations aiming to meet their goals and make a bigger impact. Let's explore why year-end giving is so important for nonprofits.

1. Increased Donations

During the final months of the year, people tend to donate more. Many review their finances and decide to support causes they care about. This leads to a boost in donations for nonprofits.

2. Budget Fulfillment

End-of-year donations help nonprofits meet their budget needs. These funds are essential for running programs and services. Meeting the budget ensures the organization can continue its mission into the new year.

3. Donor Engagement

Reaching out to donors at the year's end strengthens relationships. Updates and success stories show donors how their support makes a difference. Engaged donors are more likely to keep giving.

4. Matching Gifts

Many companies offer matching gift programs during the holidays. This means they match their employees' donations to nonprofits. Encouraging donors to use these programs can double the impact.

5. Holiday Spirit

The holiday season inspires generosity. People feel more inclined to help others. Nonprofits can use this spirit to encourage more giving.

6. GivingTuesday Momentum

GivingTuesday is a global day of giving held after Thanksgiving. It can help nonprofits gain attention and new supporters. It also builds momentum for year-end charitable giving.

7. Planned Giving

The end of the year is an excellent time to discuss planned giving options. Donors might consider including the nonprofit in their wills or estate plans. This secures future support for the organization.

8. Community Visibility

Year-end campaigns increase a nonprofit's presence in the community. Events and sharing stories can attract new donors. Greater visibility leads to more support.

9. Boosts Annual Fund Goals

Year-end giving helps meet annual fundraising goals. These goals are essential for the nonprofit's success. It also sets a positive tone for the upcoming year.

The Importance of Year-End Giving for Donors

As nonprofit organizations, we need to understand why donors choose to give at the end of the year. Knowing their motivations helps us connect with them better and support our causes more effectively. 

Here are some reasons why donors focus on year-end giving.

1. Tax Benefits

Many donors make contributions before the year ends to receive tax deductions. By donating now, they can reduce their taxable income. Reminding donors about these benefits is helpful as the year wraps up.

2. Employer Matching

Some companies match their employees' donations. When donors give an end-of-year donation, their employers might double the amount. Letting donors know about these programs can increase their impact.

3. Impact Maximization

Donors want their gifts to make a real difference. Highlighting how their year-end giving can substantially impact your organization might encourage them to contribute more.

4. Legacy Building

Some donors think about the long-term effects of their giving. Offering options for planned giving can appeal to those who wish to leave a lasting legacy.

5. Community Support

Donors often feel a stronger connection to their community during the holiday season. Emphasizing local projects and needs can inspire them to support your organization.

6. Personal Fulfillment

Giving brings joy and satisfaction to many people. Sharing stories of how donations make a difference can motivate donors seeking personal fulfillment.

7. End-of-Year Tradition

For some, donating at the year's end is a yearly tradition. Acknowledging and appreciating this can strengthen your relationship with them.

8. Supporting Causes Close to the Heart

Donors are more likely to give to causes they care deeply about. Connecting your mission to their values can encourage them to make a year-end charitable giving decision.

Why Nonprofits Trust BetterWorld for Fundraising

What is the best partner for your year-end campaign? BetterWorld. 

Nonprofits nationwide trust it for a reason—actually, 100,000 reasons. That’s the number of nonprofits already on board, and 97% of them say they plan to use BetterWorld again. 

It’s no surprise, considering that BetterWorld is the fastest-growing fundraising platform worldwide, with 7,000% growth over the last year. It's on its way to becoming the largest online fundraising platform in the country.

So, why do nonprofits trust BetterWorld, especially during year-end giving? Let’s break down what you get:

1. Free Nonprofit Fundraising Software

BetterWorld has all the tools you need to kick off your year-end charitable giving campaign. 

You can set up a campaign and start raising money in just five minutes. Everything you need is right there—you pick the fundraising method that fits your organization, customize it, and you’re good to go. 

It’s a one-stop shop for all your fundraising needs, from auctions to donation drives.

2. Free Online Donation Software

During year-end giving, making the donation process easy is critical. BetterWorld's free donation tools make it simple for both you and your donors. 

You get step-by-step guidance for setting up campaigns, so it's easy to accept donations anytime, anywhere. 

Sign Up now and make your year-end fundraising campaign record-breaking!

Price? Free Now and Always

BetterWorld’s mission is about more than fundraising—it’s about making the world a better place. 

That’s why all the tools are offered at zero cost to nonprofits. No platform fees and no hidden charges. Just focus on making your year-end donation campaign successful.