Fundraising for nonprofits is highly seasonal, characterized by a dip during the summer months and a surge at the end of the calendar year. One-half of all donations received by charities in America occur in the fourth quarter, one-half of those gifts are received in the month of December, one-half of those gifts occur the last week of December, and one-half of those gifts happen on the final day of the year.
So, it’s worth asking: Do you really understand your marketing calendar?
There is a lot that must be done before Q4 to increase revenue this year. Following are some industry best practices to incorporate into your planning calendar.
Spring and summer
- Identify and prioritize your major donors: At the beginning of each year, identify your major donors, then re-rank and prioritize them based upon the previous calendar year.
- Work on offer development (needs list): It takes BIG NEEDS to get BIG GIFTS. Break down your general operating budget by program spending each year. Fund your budget first.
- Prepare for the “summer slump” (June–August): Summer is typically the quietest time for incoming donations. Lean into this fact and do not be afraid to remind your donors of this, capitalizing on the actual, physical heat. Email, text, and mail your donors anytime the temperatures soar.
Mid-season patterns
While less concentrated than December, these periods offer specific opportunities.
- Spring (March–May): These months are perfect for community events and the ideal time for galas and banquets. Move your gala or banquet to the spring. Fourth-quarter events typically spike “substitutionary giving.” The donor will just replace their year-end gift with their gala gift. Having your event earlier in the year increases the chances of receiving an extra gift rather than a replacement gift.
- Summer (June–August): This is a great time to meet with major donors.
Fall and Winter
- November–December: This is peak giving season. The final quarter is the most critical period for many nonprofits, often providing up to 50 percent of their total annual funding.
- Giving Tuesday: Do not ignore Giving Tuesday (the Tuesday after Thanksgiving). It is not just a trend; it is an industry mainstay today.
- The December surge: Roughly 10–12 percent of total annual donations occur in the last three days of the year. Most nonprofits send two mailed appeals during November and December, and most will send two to four electronic appeals during the last 10 days of December.
If any of this resonates, or seems like new news to you, it may be time to re-evaluate your annual marketing calendar.
Fit Fundraising works with nonprofits, large and small, in human services, international relief, advocacy and education. Founder Roy Jones has helped raise more than half a billion dollars over the last decade alone. Ready to elevate your fundraising efforts to new heights? Discover how Fit Fundraising can transform your results. You can reach Roy at rjones@fitfundraising.com.
