The value of generous procrastinators

Do you know the biggest online fundraising day of the year?  December 31.  Followed by December 30.  Over 45% of annual giving via Network for Good is during the month of December.

In addition, the gifts are bigger in December – on average, about $189!

That means there are a lot of generous procrastinators waiting until the last minute to make their donations this year.

What does this mean to you?  Here are tips for ensuring those generous procrastinators give to you:

Send out an extra email between December 26 and 31st.  That way you’ll be top of mind when these folks are doing their last-minute giving before the close of the tax year.

Keep the appeal short and simple.  This is a hectic time of year, so don’t force people to work hard to make their gift.  Frame a pithy, compelling ask and make sure that online donation form is a breeze.

Consider asking for a recurring gift as part of the appeal.  This year, people may have less money.  So set up the idea of spreading their giving over many months if they can’t afford the gift size they want to make.

Don’t forget to thank people when they give – or to acknowledge past support.  Give your donors credit for making your work possible.  A little gratitude goes a long way.