Surviving the Holiday Rush: 5 Strategic Tips for Nonprofits

Here’s how to maximize end-of-year donations

The holiday season is traditionally a time of giving. Half of nonprofit organizations receive most of their annual donations in the last three months of the year, with 30% of annual giving taking place in December alone. Unfortunately, economic issues like inflation are impacting this generosity, with 41% of charities reporting that they raised less money during the 2022 season than the previous year—a trend that continues into 2024. Here’s how charitable organizations can meet the holiday season head-on and get more out of the season of giving.

Why the holiday season is crucial for nonprofits

Holiday gift-giving is a centuries-old tradition, but the end of the calendar year became prime time for charitable donations in the United States with the passage of new tax benefits in 1917. Because the deadline for tax-deductible gifts is December 31, companies and individuals tend to concentrate their giving at the end of the year. In fact, 10% of all charitable giving takes place in the last three days of the year.

In 2012, the creation of Giving Tuesday further highlighted the importance of giving back during a season of rampant consumerism. Taking place on the first Tuesday after Thanksgiving, Giving Tuesday represents an opportunity for nonprofits to kick off their last big fundraising drive of the year. A proactive approach can bring in donations to help fuel initiatives all year long—and that all starts with the right strategies.

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5 ways for nonprofits to embrace the season of giving

1. Start prepararing early

It’s easy to say you’re going to plan ahead for the holiday season, but before you know it, the final quarter of the year is upon you.

To avoid being caught off guard, set concrete deadlines as early as possible and get them on the calendar. During the planning phase, you should plan to accomplish these tasks:

• Craft a clear message: Make it easy to understand how you help others and how you use donations. Consider all of the compelling reasons to support your nonprofit and turn those arguments into an overarching message. This should be the backbone of your communications throughout the holiday season. 

• Organize volunteers: If your fundraising efforts include volunteer-run events, you can’t wait until the last minute to start recruiting. Get the word out via your website, email blasts and social media to let those in your area know you’re looking for help. You can also partner with high schools and community colleges in order to find volunteers willing to work for school credit.

• Set fundraising goals: Determine how much you need to raise for the following year and use that to set your fundraising goals. Think about including stretch goals in case your donations exceed your initial fundraising target.

  
  

2. Get the word out

Once you’ve gotten through your initial planning phase, it’s time to raise awareness about your holiday fundraising campaign. To get the ball rolling, send an email marketing blast out to your contact list and invite past donors to give again. Use social media to raise awareness about your nonprofit and attract new donors. To increase your reach, consider partnering with influencers whose values align with your organization’s.

For smaller regional nonprofits with limited marketing resources, lean on your community. Local business owners may be willing to help promote your fundraising efforts with signage in their stores. They may also be able to assist by offering their customers special deals with proceeds going directly to your organization.

Once you’ve made initial contact, keep the conversation going. Send follow-up emails and craft social media posts with progress updates and reminders about the pending December 31 tax deadline. These messages should increase in frequency throughout the last two months of the year, culminating in daily communications for the last week of December.

Find out how the founders of the Las Vegas community center Donna Street embraced their community here.

3. Forge genuine connections

The holiday season is a hectic time, so it’s easy to get wrapped up in your fundraising efforts and not think about the individual people contributing to your cause. That said, no one wants to feel like they’re just another transaction; to garner long-term support, you have to connect with donors and volunteers on a deeper level. One smart way to do that is to let them know exactly how their efforts make a difference.

You can make the benefits of your campaign more tangible by sharing real-world examples of how someone’s donation directly helps others. According to Dena Trujilo, CEO of Crisis Text Line, “By sharing how contributions specifically make a difference in people’s lives, organizations can drive stronger engagement from potential and future donors as well as volunteers.” Trujillo recommends sharing “impact numbers” such as how many people are touched by a single donation. You’ll also want to include testimonials and real-world examples in your email and social media communications.

4. Show your gratitude

The end-of-year season is all about showing gratitude, starting with giving thanks on Thanksgiving. Nonprofits should keep this theme in mind throughout their holiday fundraising campaigns. Send thank-you notes to donors letting them know their contributions are helping the cause. When you post regular status updates and goal progress, be sure to thank those who have already donated or otherwise helped the campaign.

Don’t forget your volunteers! It’s a good idea to celebrate your team with a special dinner or fun gathering once you’ve met your goals, but don’t wait until the new year to show your appreciation. Acknowledge volunteer efforts regularly and make each member of your fundraising group feel seen and heard. This increases the odds that they’ll want to come back the following year—and even if not, you’ve still forged a meaningful bond.  

5. Analyze the results

Once the new year has begun and you’ve gotten some well-deserved rest, gather all of the data you can about your holiday fundraising efforts. Look at social media and email engagement to see which messages had the most impact. Send surveys out to your volunteers to learn what you did right and what areas need improvement. Track donations to see if any single source of outreach was especially effective.

Planning for the next holiday season might be the last thing you want to do after working so hard, but your future self will thank you. Analyzing your fundraising results sets you up for further success. If you’ve met your goals, you can be more ambitious the following year; if not, you’ll be better able to determine where you fell short and make adjustments. This way, you’ll be able to continue improving year after year.

Learn more about embracing uncertainty and turning it into opportunity here.

Making spirits bright with Walmart Business

The holiday season can be a hectic, overwhelming time for nonprofits and small businesses. If you’re looking for more resources, Walmart Business can help. Check out the Walmart Business content hub to find marketing tips, financial guides, industry-specific advice and more.

When it comes to stocking up on supplies for fundraising events, Walmart Business offers free shipping on orders over $35¹ and speedy delivery from local stores.² Already have an account? Upgrade to a Walmart Business+ membership to get 2% back in Walmart Business Rewards on orders over $250.³ You could save over $500 a year!⁴ Click here to learn more.

¹ Excludes most Marketplace items, freight and certain location surcharges.

² Restrictions apply. 

³ Rewards can only be used toward future purchases on Walmart Business. Additional terms apply.

⁴ Savings based on 1 free $35+ delivery order vs. $9.95 fee and 1 free shipping order under $35 vs. $6.99 fee biweekly, plus 2% Walmart Business Rewards on monthly order >$250 (average value of $400).