7 Reasons to Kickstart your
Year-End Fundraising Now
Ann C. Fitzgerald, President
Many nonprofits raise sixty percent or more of their major gifts in the final quarter, with most of that effort happening in November and December.
But this year – this unpredictable, unwelcome, unappreciated 2020 – I don’t think you should wait. Between the pandemic, an intense presidential election, and recent social unrest, I suggest we break the mold and accelerate year-end fundraising plans, starting now.
If you need some convincing, here are seven good reasons to do so:
- The markets have improved. Economic growth and stability harken good news for charitable giving. The markets are still a bit shaky after the lockdown and economic tailspin, but right now, investors and philanthropists have more confidence.
- Donors are giving. This study and this one show that most donors, particularly high-dollar donors, will continue giving at the same level as 2019, and some even plan to increase giving. People are ready to give, and need to be asked.
- Everyday donors may have more disposable income. Your low- to mid-level donors– in addition to high net worth donors–may have more to give because they are not traveling, attending arts performances, going to sporting events, or spending “social” money in other ways.
- The election season has raised awareness. Even if your nonprofit has nothing to do with the election, the policy implications for 2021 are significant. This is the time to explain to donors how your work remains important and relevant, regardless of the outcome in November.
- The post-election period will generate distraction at best, unrest at worst. The outcome of this year’s election may not be known for weeks or months, and the result could spur more protests or riots. All the more reason to get your donors’ attention now.
- Political instability creates economic instability. If there is no clear winner soon after the November election, we could see a major market downturn. (Refer to point #1.)
- The regular flu season is beginning in the midst of a pandemic. Everyone is tired of dealing with COVID-19, but it is still a threat and a concern that might be exacerbated by the flu season. Another reason to communicate with your donors before they’re dealing with potentially more pressing matters.
So, in light of all this, I task you with starting now. Your mission matters – don’t wait!
If you need help with your fundraising strategies, please contact us. We’re here to build your momentum in fundraising.
Ann C. Fitzgerald is Founder and President of AC Fitzgerald, using her decades of experience in fundraising, management, leadership, and sales to help nonprofits build their capacity and achieve success. She is a sought-after speaker, writer, and advisor.