Jingle All the Way…Today!

Walk into any retail store in October and you’ll see it. Christmas trees. Holiday ornaments. Santa hats stacked high. You might roll your eyes and mutter something about stores starting earlier every year. Maybe even throw in a “Bah! Humbug!” Pretty soon they’ll be selling Easter eggs next to Halloween candy.

But those retailers aren’t crazy. They’re smart. Wicked smaht.

They know something your nonprofit needs to remember. The fourth quarter makes or breaks their entire year. So they start early. They plan. They execute.

Your nonprofit should steal this playbook.

The Numbers Don’t Lie

Here’s what happens to nonprofit giving when the calendar flips to October:

December alone brings in 20% of all annual donations. Think about that. One month. One-fifth of your entire year’s fundraising.

The final quarter (October through December) accounts for one-third of all charitable giving. That’s massive.

December 31st generates 5% of yearly donations all by itself. People literally wait until the last possible moment to give. It’s like they’re cramming for finals, except instead of studying, they’re frantically writing checks.

GivingTuesday raised $3.6 billion in 2024. That’s up 16% from the previous year. The momentum keeps building.

Why Donors Give at Year-End

Of course, tax benefits drive some of this behavior. But that’s not the whole story.

People feel more generous during the holidays. They reflect on the year behind them. They think about making a difference before starting fresh in January.

Your donors also receive holiday bonuses. Their investment accounts might show year-end gains. They have more disposable income than usual.

Start Your Planning Now

You wouldn’t wait until Black Friday to plan your holiday shopping. (Well, some of you would. But you know how that usually goes.) Don’t wait until November to plan your year-end campaign.

Begin with your donor data. Who gave last year? How much? When exactly did they give? Look for patterns.

Segment your donors into groups. Major gift prospects need personal attention. Mid-level donors want targeted appeals. Small donors respond to broader campaigns.

Plan your timeline. You need multiple touchpoints between now and December 31st. Map out emails, direct mail, social media posts, and phone calls.

Create your messaging early. What story will you tell? Which programs need funding? How will you show impact? Don’t rush this part.

Build Your Content Calendar

October kicks off your campaign. Send a preview email. “Something big is coming.” Create anticipation.

November brings your main appeal. Tell your story. Show the need. Make the ask clear and specific.

December requires multiple touches. Send thank you notes. Share updates. Remind people about the deadline.

GivingTuesday deserves special attention. Plan a focused campaign just for that day. Make it different from your other appeals.

Don’t Forget the Follow-Up

Your campaign doesn’t end on December 31st. January requires immediate action.

Send thank you letters within 48 hours of receiving gifts. Donors notice speed.

Share results in February. “Here’s what we accomplished together.” Show impact.

Start planning next year’s campaign in March. Review what worked. Fix what didn’t. Get ahead of the game again.

Your Move

Those retailers hanging Christmas lights in October know something you can use. Timing beats talent.

While other nonprofits panic in November, you’ll be executing a plan months in the making. While they throw together desperate appeals, you’ll be nurturing relationships you started building weeks ago.

The numbers speak for themselves. One-third of all donations arrive in the final quarter. Your donors are already thinking about year-end giving.

The question isn’t whether they’ll give. The question is who they’ll remember when they’re ready to write that check.

Make sure it’s you.