As the Internet's largest nonprofit giving portal, Network for Good has examined our data about how donors turn to the Internet for year-end giving. Our observations and recommendations below are based on donations through Network for Good's giving system from mid-November through December 31 in the last five years (2003 through 2007).
December's Spike in Donations
- There isn't a long ramp up to online giving. Rather, there is a fast spike of donations concentrated in the last few days of the year.
- In December, nearly 50% of the donations for the month usually come in the last 6 days when Network for Good processes nearly $1 million or more in donations each day.
- More than 45% of annual giving via Network for Good's donation processing system is during December; this percentage of annual giving has remained consistent within 5% since 2003.
- Regardless of when the days of the week vs. weekends fall during the holidays the pattern of the spike in giving remains constant.
- The average donation amount is higher in December: In 2007 it was $189 versus during other months when the average donation was $135.
What Nonprofits Should Do to Support Donors
- In addition to your core mailings you have planned in December, be sure to send out an extra appeal between the December 26 and 31.
- The last week in the year is always hectic which means your message should be short and simple, reminding people how easy it is to make their year-end gift online in the last few days of the month.
- Network for Good's top-performing mailing is the one sent on December 30 with a short and simple reminder, "Still Time to Donate in 2008!"
- This year especially, when people may have less money, remember to highlight monthly donations as a way to afford the same level of giving spread out over time.
- Thanking your donors is always important this time of year. Be sure to acknowledge their past support and let them know what their money has done for your organization.
Year-end Giving Outlook December 2008
- While the state of the economy is grim, most research states that people are still planning to give to charity this year and more than half of them in the same amount online as last year.
- Network for Good expects to see a healthy spike in giving in December as in years past and more donors will be doing their giving online instead of writing checks.
- Charities should expect to see more donations as holiday gifts (donations in honor of someone or through gifts like Network for Good's Good Cards) in response to the trend toward giving the gift of charity.