End of year is a critical time for nonprofit organizations, with over one-third of all charitable giving taking place during the final months of the year. Amid the bustle of the holidays, the spirit of giving is in the air, and many people seek opportunities to support the causes they care about.
For nonprofits, it's a golden opportunity to capitalize on this surge of generosity. However, successfully navigating the end-of-year fundraising landscape requires strategy and an understanding of your donors.
Here are three ways to enhance your end-of-year fundraising in 2023:
1. Send outreach now
Don’t wait until the end of the year to start talking to donors about how to give. For nonprofits aiming to build relationships with their donors, a consistent dialogue around smart ways to give throughout the year, especially in the months leading up to year-end, often yields more positive outcomes. By introducing non-cash giving discussions early on, your end-of-year communications will resonate more with prospective partners and stakeholders.
2. Offer more than one way for donors to give
Don’t leave your end-of-year results up to chance. Gifts of cash and assets like gifts of stock and crypto are less reliable during times of economic uncertainty. However, other non-cash gifts like Qualified Charitable Distributions and grants from Donor-Advised Funds are two “recession-proof” ways of giving to consider.
3. Leverage all communication channels
Add non-cash giving language to every digital and print appeal your organization sends this year-end. Be sure to include this in gift acknowledgments, e-newsletters, postscripts, email signatures, and even social media.
End-of-year presents a tremendous opportunity for your organization to grow. With thoughtful strategies and an emphasis on non-cash giving, you can significantly boost giving and end the year on a high note.
Download FreeWill’s GivingTuesday donor template emails and phone scripts to ensure a successful Giving Season.