---
title: Year-End Giving for Nonprofits
description: Nearly one-third of all nonprofit donations occurring in the final month of the year, it's imperative for charities to make the most of the peak giving season.
image: https://on.gocrowdera.com/hubfs/D%C3%AEwali%20%282%29.png
---

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Crowdera - November 12 2019

### Year-End Giving for Nonprofits

Can you believe, it's almost December?

Nearly one-third of all nonprofit donations occurring in the final month of the year, it's imperative for charities to make the most of the peak giving season.

### Does your Nonprofit have active outreach efforts in place for the months leading up to the new year?

 

To begin with, let's have a look at the Key Stats about Year-End Giving,

 

####   Key Stats about Year-End Giving  

 

![](https://on.gocrowdera.com/hubfs/Golden%20Goals%20List%20Facebook%20Post-1.png)50% of the nonprofits

receive a majority of their donations in the last 3 months of the year, i.e. from October to December

 

![](https://on.gocrowdera.com/hubfs/Golden%20Goals%20List%20Facebook%20Post%20(1).png)

### $48 Billion

the average amount donated to nonprofits in November and December each year

 

![](https://on.gocrowdera.com/hubfs/Golden%20Goals%20List%20Facebook%20Post%20(2).png)

### 52% larger

first time gifts are made by donors in December than by donors who start their giving at another time of the year

![](https://on.gocrowdera.com/hubfs/of%20total%20annual%20giving%20occurs%20in%20December.png)

 

 

####   When to start the "Year-End Ask?"  

 

The most important month to start end-of-year marketing outreach efforts is November, with nearly half of nonprofits surveyed launching their campaign in that month.

 

![](https://on.gocrowdera.com/hubfs/Red%20and%20Blue%20Long%20Distance%20Birthday%20Email%20Header.png)

 

 

####   How to market Year-End Giving?  

 

Every Nonprofit surveyed about the year-end marketing outreach indicates that they use direct mail as a part of their strategy. Email marketing was a close second, with 92% of nonprofits using email as a part of their outreach strategy.

 

![Direct mail](https://on.gocrowdera.com/hubfs/1-10.png)![2-5](https://on.gocrowdera.com/hubfs/2-5.png) ![3-6](https://on.gocrowdera.com/hubfs/3-6.png)![4-7](https://on.gocrowdera.com/hubfs/4-7.png)

 

 

 

 

 

 

         Direct Mail                                       Email                                        Website                                       In-person

          **  100%                                                92%                                            50%                                                15% **

 

 

####   Crowdera Recommendations  

 

![4-8](https://on.gocrowdera.com/hubfs/4-8.png)

2/3 of new donors do not research before donating

Surprisingly, a majority of donors choose new charities based solely on recommendations and word-of-mouth and do not conduct their own research. For this reason, it is critical to make your outreach efforts easy to share through email and social media. 

 

![1-11](https://on.gocrowdera.com/hubfs/1-11.png)

70% Donate through multiple channels

Because 7 out of 10 donors will donate through multiple media, utilize a multi-channel outreach approach for multi-channel donations.

 

 

 

![2-6](https://on.gocrowdera.com/hubfs/2-6.png)

Volunteers are twice as likely to donate

Those who volunteer their time are most likely to donate money to the cause. Try promoting unique volunteer opportunities in your year-end task.

 

 

 

![3-7](https://on.gocrowdera.com/hubfs/3-7.png)

2 "touches" is the most common degree of outreach

Approximately one-third of nonprofits incorporate two "touches", or ask, in their end-of-year ask campaign.  

 

 

 

 

Now that you know the do's and don'ts and are equipped with all the major facts affecting the year-end giving, [start your fundraising campaign](http://www.gocrowdera.com) and make the most of this giving season.

 

 

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