With over 10 years of experience of analyzing nonprofit data, we have seen how existing donor data can lead to an increase in fundraising revenue at the end of the year.
Nonprofit organizations on average, receive 30% - 50% of their annual fundraising revenue between October 1st and December 31st. In December alone, your organization can receive up to 18% of annual giving. This can be attributed to many reasons from Giving Tuesday, people feeling generous during the holiday season, and more. Below, we will briefly explore these reasons and why you should begin your end of year fundraising campaigns in the first quarter of year.
The foundation of nonprofit end of year giving campaigns begins with understanding why your donors give. This is accomplished by reviewing the historical trends of previous campaigns as well as continuosly building relationships with existing donors. In this case, existing donors are defined as individuals that have given more than twice in a 12 month period or once annually for major donors/ high capacity donors.
We typically like to begin with placing your audience into various donor segments:
Recurring Donors
Donors that have an automatic financial contribution towards your fundraising effort. This can be monthly, quarter, or annually .
Major Donors The audience represents the top 10% - 20% of your donors but contribute upwards of 50% of annual giving .
Mid Level DonorsDonors that represent up to 10% of your donors and contribute
close to 30% of more of annual giving.
New Donors This group is new to your mission and must be further educated about your mission, goals, and how their
resources made an impact
Recurring donors don't need the same campaigns as first-time givers. Prioritize showing gratitude and reminding them of the impact they're driving their steady commitment is what lets you plan further ahead.
As year-end approaches, invite them to upgrade their recurring gift or make an additional one-time donation.
Major donors often overlap with recurring donors, so segment further and look at why and when they give. Most already donate toward year-end for clear reasons where you add value is deepening the relationship.
These donors should only receive intentional, high-level communications and proposals that clearly outline your goals and the impact their contribution could make.
Mid-level donors are past the first-gift stage but haven't yet reached major-donor status — they don't need the same broad campaigns as first-time givers. Prioritize showing genuine gratitude and reminding them of the impact they're driving. Their steady, commitment is what lets your organization plan further ahead.
As year-end approaches, invite them to either become a recurring donor(if they aren't as of yet) or lead them to a specific Giving Tuesday or year end fundraising campaign that aligns with their giving history. Please note, that when asking a mid-level donor to become a recurring donor, set their recurring option to an amount that is close to what their total annual giving is. Example, if their annual contribution to your nonprofit organization is $12,000, then the monthly ask amount can start at $1000.00 monthly (or close to that amount)
Our nonprofit marketing campaign is made to help you on your fundraising journey. Nonprofit Marketing Scorecard
If you need further assistance with creating an end of year fundraising campaign that will help you accomplish your mission, book a free 30 minute discovery call to take the first step or view a Giving Tuesday for one of our clients, Fauquier Habitat for Humanity
Free Nonporfit Discovery Call View Giving Tuesday Video