The Importance of Year-End Giving - B&D Donor Recognition Products
the importance of year end giving

With the holiday season fast approaching and the end to what has been a more than challenging year, it’s  more important than ever to communicate with your donors regarding the evolving and future needs of your organizations.  While at home or work, and adapting to the importance of face masks and social distancing, we seem to have universally come to a deeper appreciation of many of the things that we once took for granted; our relationships and the simple pleasures that mean the most. This new found appreciation is also true for your donors, who want you, perhaps more so than ever before, to continue your mission and good work. Donors contribute because they believe in your organization’s efforts and want to feel they are making a difference.

Remind Your Donors of the Benefits of Year-End Giving

Although many donors have delayed making contributions due to the current climate, coupled with the end of the year, keep in mind that communication is key and it may be a great time to remind donors of your organization’s endeavors and how their support makes it all possible. Their contributions might also provide them with a tax deduction.  Year-end giving can provide a huge boost for your annual campaign, with nearly 28% of nonprofits raising between 26 – 50% of their annual funds during this period.

For donors who are older than 70, there are additional tax-deductible benefits A qualifying charitable distribution (QCD)allows donors to donate up to $100,000 per year directly to a qualified charity and exclude it from income. QCDs can enable gifts to charity and shield some or all of their Required Minimum Distribution (RMD) from taxes.

Tips On How To Stay Engaged With Your Donors

Here are some tips for continuing the connection with your donors, not only at year’s end, but into next year as well.

  • Be innovative and proactive. Connect with donors via phone, direct mail, email, social media, website, in person meetings.
  • Tell your story & share impact stories directly and on social media. It is a way to attract new donors.
  • If donors cannot visiting your location, use online meetings for donor engagement.
  • If you haven’t already set up online giving, consider doing so as 54% of donors prefer to give online.
  • It is important to make it personal; a letter, an email.
  • Once gift is received, share a photograph of their donor plate installed, or even a replica sent to their home.
  • Share updates. Both the successes and challenges with your donors. Keep them apprised on how you are navigating current circumstances. This is motivating and enables them to feel the impact their gift will make.
  • Even if the timing is not right for them to make a gift, they will appreciate hearing from you.
  • Keep in touch, often it can take a few touches for a donor to take action.
  • Communicate a clear Call to Action.
  • Most importantly maintain the relationship with your donors and let them know how much they are valued by your organization and vital role they play in its success.
  • And lastly, always say thank you. A year-end thank you can bring your organization back to the top of their minds in a season when generosity is often at its peak.

Looking for creative ways to boost your capital campaign or donor programs through recognition?

We have been guiding clients with expert advice since 1994. We’d love the opportunity to connect with you, too.

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