Holiday Giving
‘Tis the Season for Donations
While Christmas is still more then seven weeks away, a trip to the mall or a dial of the radio says otherwise. Many aspects of the holiday season are already out in full effect, and that includes donors looking to give to charitable causes before the end of the year.
In fact, according to the latest GiveCentral press release, charitable donations will soon reach their peak levels of the year, with the Chronicle of Philanthropy reporting that one-third of all annual donations are made in December. This heightened giving activity requires that nonprofit organizations of all types and sizes be prepared to maximize donations and handle the influx of transactions and dollars.
So how do organizations maximize donations and handle the influx of transactions and dollars?
The simple answer is that technology must be leveraged. We will continue to see this trend increase as more and more donors and nonprofit organizations become comfortable with electronic giving options such as online giving, mobile giving and text-to-give:
- online giving – online giving has grown 11.8 percent year-over-year, while overall giving has grown only 3.8 percent.
- mobile giving – According to a 2013 Google/Compete study, 25 percent of donors report that they donated on a mobile device, with almost half doing so through a mobile browser.
- text-to-give – Nearly one-in-ten Americans has made a donation via text message, according to Pew.
With so many donors using technology to make donations, GiveCentral has prepared its clients for the heavy giving season by arming them with the electronic tools necessary to best leverage the season. This includes centralizing all collection, fundraising and communication activities in one place.
We also recommend the following solutions to ease the burden for nonprofits and increase donations:
- Provide customized holiday templates for all types of communication, including personalized mobile texting solutions.
- Offer quick, smooth account set up for new clients, including donor and contact upload for a seamless transition.
- Create consistent tangible support materials, such as flyers and enrollment forms, for donors who want to sign up for electronic giving, but may not have immediate Internet access. Make these materials available in the languages that are important to your community.
- Anticipate a need for flexibility, allowing donors to give late at night or on the weekend.
For more information on holiday giving, and additional tips on how your nonprofit can best manage the season, please see the latest GiveCentral press release here.
