Not doing a year-end appeal? Uh-Oh

December is the biggest giving month. So, if you’re not doing a year-end appeal, you’re probably missing out. That’s because, according to nonprofit software firm Neon:

  • 31% of all annual giving takes place in December.
  • 12% of all giving happens in the last three days of the year.
  • 28% of nonprofits raise between 26% to 50% of their annual funds from their year-end ask.

These stats show that there’s a lot of donor activity going on in this time frame. But get this:

  • Two-thirds of the people who give do no research beforehand.

That’s even more surprising. It tells you that donors are primed for giving at year end. The money is there, and it’s just looking for a place to go where it can do some good. That place can and should be your nonprofit. That’s why the single most important thing you can do at year end is simply to ask.

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