August 2008: Volume 8

Only 128 days left until Christmas! While this may not send most of us into a panic, it creates a sense of urgency for many nonprofit leaders to begin (if they haven’t already) planning their end-of-the-year holiday campaign. This is an opportunity to appeal to current and new donors as many are feeling charitable and looking to donate additional monies. During this period, many are filled with joy, love, and an increased incentive to give. In fact, one report indicates that 50% of yearly charitable donations are made between Thanksgiving and Christmas.

For most charitable organizations, successfully raising funds in the last three months of the year is imperative for on-going organizational sustainability. According to the Association of Fundraising Professionals (www.afp.net):

• More than 40% of charities raise on average between one-third and one-half of their annual contributions during the last quarter
• 3 in 10 charities raise more than 50% of their annual contributions between October and December
• 20% of nonprofits receive more than 40% of their annual contributions in the month of December.

These numbers reflect the importance of successful holiday campaigns to most nonprofit organizations. However, during these turbulent financial times it is even more critical that these campaigns succeed in raising funds for the organization. Therefore, this month we provide suggestions to maximize the impact of your campaign.