The fallacy of end of year giving.

Its December…you’re chasing your tail, trying to put out like 13,000 different emails and direct mail pieces. 

You just finished up Giving Tuesday and you know that all the rumors are true. Most money is raised in the last 3 days of the year.

But, what if by waiting until the end of the year you’re playing a game of risk your organization may not be ready to play.

Let’s be honest. There’s a level of excitement that comes with that time of the year.

Not only are Christmas trees being put up and holiday shopping in full swing, but the nonprofit end of year fundraising free-for-all is in full swing.

Tons of orgs are gearing up for their final year-end ask.


What if you’ve put all of your “asks” in one basket and you DON’T hit your numbers?

What if you’re leaving thousands, millions of dollars on the table because your organization isn’t taking advantage of the rest of the year?

So many nonprofits are so risk-averse. They are afraid of offending people with an ask so they stick to the end of the year asks or invent silly holidays like Giving Tuesday (as you can tell, I’m not a fan of an organization-centered holiday).

If you’re content waiting until December to start raising real money, that’s fine. But, don’t say I didn’t warn you.

Your organization could easily be taking advantage of cultivating the right evergreen campaign – a campaign you run all year – and not have to heavily rely on Christmas to raise next year’s budget.

You could easily have Christmas in July if it followed this simple sequence:

1. Create a series of messages that convey value in exchange for contact information.
2. Present that message to as many people as possible who have shown intent that they are interested in what your organization does.
3. Get those people to say “yes” and give you their contact information.
4. Earn the right to ask.
5. Ask.

It’s seriously that simple.

Want help implementing this sequence in your fundraising? Click here: