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Year End Giving - there’s still time to meet your giving goals!

Bridgette Bitzegaio
min read

The holiday season is here and for nonprofits that means the giving season is upon us, in fact, it is already in full swing. Many nonprofits may be asking, “Is it too late to appeal to my donors for a year end giving campaign?”

It’s Already December...Is It Too Late?

Is it too late? The answer is no. According to NP Source, over 30% of annual giving occurs in December and 10% of annual giving occurs on the last 3 days of the year.

But how can your organization maximize the year end giving? DonorDock is here to help convert year end statistics into actionable steps and help meet your year end fundraising goals.

December Year End Giving Statistics
December Giving Statistics

Reach Out Using Multiple Mediums

While you may think it’s too late to send out that mailer or postcard, you still have plenty of digital options and time. Here are four areas to focus on for the end of the year.

Email Marketing

Wondering if people even read emails? Yes! Email is an effective way to increase your fundraising revenue and can certainly be applied to your year end giving appeal!
According to 360MatchPro email is an effective fundraising tool.

  • Email has the highest ROI of any kind of marketing channel.
  • Email open rates for nonprofits is 25.2%.
  • 33% of donors say that email is the marketing channel that inspires them to give the most, up from 31% the previous year.
Nonprofit Email Statistics
Email Statistics

Allow DonorDock to help with that year end giving email appeal! In addition to our email marketing features, DonorDock provides Year End Email Appeal Templates. These are easy to customize and give you a starting place to quickly send out that year end giving email.

Social Media

Instagram, Twitter, LinkedIn, Oh My! Social media platforms may seem time consuming, however nonprofits and donors use of social media is on the rise.

Forbes cites many engagement benefits when using social media platforms for your organization:

  • Increase your outreach.
  • Utilize free tools as advertising.
  • Attract new donors and keep existing donors engaged.
  • Link your organization’s donation page.
  • Interactive content posted to social media allows the audience to participate and feel more engaged.

Take advantage of opportunities to engage with your donors through social media platforms. In fact, make it personal, engaging, and fun!

Nonprofit Social Media Engagement

55% of people who engage with nonprofits on social media end up taking some sort of action and Nonprofit Source claims 59% of those people donate money. Consider linking your donation pages and organization information in your social media posts.

Text Messages

Text messages are increasingly popular for donor outreach. Text messages are quick, convenient, and allow you to directly connect with potential donors in a more personal way. They’re also great for sending reminders or updates on donation drives or special campaigns.


Your website should be the hub of all your donor outreach efforts. It should contain information about how people can donate—including links to donation forms—as well as news about your organization’s progress and upcoming events or initiatives. Make sure it’s easy to navigate and visually appealing so visitors are more likely to stay on the page and take action.

Let’s Put These Year End Statistics into Action!

It is NOT too late to appeal to your donors and reach out to meet your year end giving goal. In fact, most annual revenue occurs in the last 3 days of the month, so get out there and connect with your donors.

You Can Connect Quickly!

Traditional mail is not the only way to reach out to your donors. In order to reach out and connect with your Donors quickly, utilize digital resources. Consider connecting and sharing through email, text messages and social media platforms. Take action and let your donors and community know about your mission, goals, and impact.

Make It Personal

Consider your donors and their contact preferences. It is equally important to reach out in a meaningful way. Track your donor’s preferences and carve out time in your day to call or meet with your donors and longtime supporters. Go beyond the donation with your donors.

It’s not too late to reach your year end giving goals. What will you do to finish the year strong as you connect with donors, share your mission, impact, and goals, and reach out?

Written by
Bridgette Bitzegaio
Training Manager

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