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TIPSHEET: 12 EOY Stats Every Fundraiser Should Know

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800.443.9441 | | July 2018 1 TIP SHEET 12 Year-End Giving Stats Every Fundraiser Should Know When it comes to your end-of-year fundraising campaign, it helps to know the numbers behind the giving. Here are 12 year-end giving stats that you can use when planning your strategy. 1 One third of annual giving occurs during the last three months of the year. Nearly 18% of overall giving occurs in the month of December.¹ As your planning begins, make the most of your year-end appeal by using the right data and ensuring that your message is delivered in a simple, informative, and connective way. 2 Ten percent of annual giving occurs on the last three days of the year. And a full third (33%) of the donations made in December occur on the 31st of the month!2 3 Every October, 53.8% of nonprofits start planning their year-end appeals.3 Whether your organization is large or small, you'll want to capitalize on December's fundraising opportunities—from #GivingTuesday to end-of-tax-year gifts. But taking advantage of the giving season means planning in advance for the surge. If you don't, it can get overwhelming and ineffective very quickly. 4 For 46.2 % of nonprofits, November is the most popular month for making year end asks. But 30.8% say December is. And some nonprofits (7.7%) start as early as September.3 5 Baby Boomers (41%) and Generation X (23%) contribute 64% of total overall giving. Baby Boomers are the only generation seeing a directional increase in the percentage of cohort members who give, but more than 20% of Gen-Xers say they expect to increase their giving in the coming year.4 6 Seventy-five percent of donors believe they give more or the same as others—but in reality, studies have found that 72% give less than the average donation.⁵ The retention rate for first-year, offline-only donors sits just over 30%, but that number jumps dramatically for multi-year donors. The numbers clearly show that focusing on the second gift and driving retention of multi-year donors makes a dramatic difference.6

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