It’s time to take advantage of the next few days to secure last-minute donations before year’s end.
As Katya Andresen points out, “a third of giving online happens in December, and 10-20% of all the giving in the year happens the last two days of the month.” Not only is a lot of giving compressed into the last few days of the year, but most of that giving is further compressed into the hours between 10 a.m. and 6 p.m. on Dec. 31.
“Ask for donations 2-3 times in the coming days,” Katya writes. “It works. Repetition drives top-of-mind awareness, and you want that visibility when people are making their year-end gifts online.
“And on December 31, send that email first thing in the morning.”