From the Desk of: Steve Elliott

It's September and it's time to wish you a MERRY CHRISTMAS!

Too soon, you say?

Actually, we're just in time for you and your organization to have a wonderful holiday and Year-End season.

+ + The most wonderful fundraising time of the year...

The data shows that year-end is, without a doubt, the "Most Wonderful Time Of The Year" for fundraising.

Estimates for the average percentage of donations received in December range from 20-30%, so let's use 25% as our working number.

If 25% of annual giving happens in December, that means December giving is about 366% greater than giving in an average non-December month.

How about giving on the last day of the year? That accounts for about FIVE PERCENT of annual giving!

If 5% doesn't sound too important, do the quick math on 5% of your total donations in 2024. Gulp.

So while giving in December overall is 366% higher than other months, giving on the last day of the year is 750% higher than other days in December.

So what does all this mean?

Your year-end giving strategy is very, very important... all the way down to the very final hours of the very last day of the year. It might make the difference between making and not making your year-long goals.

But here's the best news...

+ + Timing is everything....

September is the perfect month to get your year-end strategy in place, because there is still plenty of time to get all the elements on your schedule without crushing your development team.

The first step is to do an assessment of how your organization has been doing with year-end giving compared to these "average" metrics and your own trends.

Are you above the industry average? Are you below? How has your year-end giving been trending (as a percentage of total giving) over the past 3-5 years?

Depending on your history, I suggest you then set specific goals for year-end fundraising for this year. If you've been doing well, increase the year-end percentage modestly for this year. If you aren't close to the 25% number, then plan on a two-year cycle to reach the industry average and set a goal that gets you half way there this year.

Then, lay out your year-end plan.

Next week, I'll share some specific things I've learned about year-end giving that may help.

Of course, I'd love the opportunity to work with you. My team has been helping organizations expand their year-end giving for many years and we'd love to help you maximize this unique season for donor development.

Happy Year End!

Steve Elliott
[email protected]

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 © 2025 Steve Elliott. Grassroots Action, Inc.