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TIP SHEET: Building a Year-End Giving Message that Resonates with Your Supporters

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800.443.9441 | solutions@blackbaud.com | www.blackbaud.com September 2018 1 TIP SHEET Building a Year-End Giving Message that Resonates with Your Supporters BY JOE GARECHT The year-end giving season is one of the most important times of the year for faith-focused organizations. Many see 30–40% of their total annual giving come in between mid-November and the New Year. Because so much of your organization's fundraising revenue depends on your success at year end, it is important for your church, school, or other charity to have an end-of-year donor message in place that will resonate with your supporters. Why Supporters Give During the Year-End Giving Season As you plan your organization's message, it is important to understand why so many supporters give to organizations of faith during the year-end giving season: 1 The holidays inspire people to give. The holiday season (including Thanksgiving, Hanukah, Christmas, and New Year) inspires people to help those less fortunate than themselves. This naturally motivates supporters to give to their community services, churches, and dioceses. 2 Some donors seek last-minute tax deductions. In countries where people can claim tax deductions for their charitable gifts, many donors make year-end gifts to get immediate tax benefits without having to wait until the next year. Similarly, many high-net worth individuals employ tax advisors to help them minimize their tax burden, and charitable giving is often a key part of that strategy. The final four to six weeks of the year is a natural time for supporters to make gifts in accordance with their financial planning strategies.

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