5 Key Holidays to Add to Your Nonprofit’s Fundraising Calendar

Fundraising
Written By Julia Squire
Fundraising Strategy: Five Consequential Holidays

Did you know that about one-third of charitable giving occurs in the last three months of the year? Why is that, and what other holidays inspire generosity among your supporters? You’re about to find out!

In this article, I’ll share five critical dates to mark in your calendar and strategize around. Timing your fundraising campaigns to coincide with these key dates can significantly amplify donor engagement and campaign success.

1. Giving Tuesday: The Best Holiday for Widespread Donor Engagement

Now a global movement, Giving Tuesday started in 2012 as a simple idea: a day dedicated to celebrating the power of generosity and “giving back.”

Founded by New York’s 92nd Street Y and the United Nations Foundation, Giving Tuesday was strategically introduced on the Tuesday following Thanksgiving, right after the consumer frenzy of Black Friday and Cyber Monday.

Why it’s effective: Right at the onset of the holiday season, Giving Tuesday arrives at a time when many people are actively seeking ways to give back. This generous sentiment is contagious, and extensive social media and regular media coverage means more people witness friends, family, and influential figures making donations.

Fundraising tips and ideas for Giving Tuesday:

  • Read this: 50+ Proven Strategies and Ideas for Winning Giving Tuesday on Social Media.

  • Start planning and promoting your Giving Tuesday campaign well in advance.

  • Use social media, email marketing, and community partnerships to spread the word.

  • As the day approaches, build momentum with a countdown that focuses on the benefits of supporting your organization on Giving Tuesday.

  • Increase your visibility on social media with #GivingTuesday.

  • Consider collaborating with other organizations to reach wider audiences and make a more substantial impact.

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2. Religious Winter Holidays and Year-End: The Best Time to Generate High Volumes of Donations

Donations soar during the December holidays – increasing by about 131% – and account for 17.5% of all annual contributions.

Why it’s effective: The holiday spirit of religious observances like Christmas, Hanukkah, and Kwanzaa makes generosity and giving a significant aspect of the December tradition. Meanwhile, many people have more discretionary income available from year-end bonuses. In many countries, there’s also a financial incentive to give because donations made before the end of the calendar year can be deducted from taxable income.

Fundraising tips and ideas for winter holidays and year-end campaigns:

  • Remind your social media audience that donating to your organization on someone else’s behalf can be a meaningful gift.

  • Highlight the tax benefits and impact of year-end contributions.

  • Craft compelling, heartwarming stories to reflect on the past year and your future goals.

  • Consider running a holiday-themed campaign, such as providing gifts or meals for those in need.

  • Initiate an email and social media campaign a few days before the year ends to hype your audience up for year-end gifts. Send out a last call for support on December 30th.

3. January: The Most Critical Month for Retaining Your Donors

The work begins with the new year! According to Classy’s Path to Lasting Donor Connections, repeat donors are 40% more likely to lapse in January than in any other month, making the New Year a crucial time to focus on retention and lay a strong foundation for lifelong donor relationships.

This key moment arrives just as people begin to focus on new beginnings and self-improvement, which can inspire great themes for your January retention strategy.

Why it’s effective: Many people strive to make more charitable donations in the New Year. Furthermore, January is a time when many people create new budgets and set aside funds for charitable donations.

Fundraising tips and ideas for January campaigns:

  • Start your year by mailing out personalized, heartfelt thank-you messages that focus on your reader’s generosity and impact.

  • Focus on new beginnings for your community, and highlight the idea that your reader plays a consequential role in this year’s progress.

  • Encourage donors to start their year on a positive note by contributing to your cause. Emphasize the fresh start and new opportunities their donation can create.

4. Religious Spring Holidays: The Most Underrated Fundraising Season

While donation rates may pale in comparison to the winter holidays, spring holidays such as Easter, Passover, and Ramadan offer greater efficiency and better marketing ROI.  

Why it’s effective: Spring religious holidays tend to promote charitable behavior, but many nonprofits don’t take advantage of this fundraising opportunity. This reduced competition makes space for your organization to stand out and make a more significant impact through targeted marketing and special fundraising initiatives while paying lower fees on marketing expenses, such as cost-per-click advertising.

Fundraising tips and ideas for religious spring holidays:

  • Launch campaigns that focus on hope, renewal, and compassion.

  • Send out holiday-themed greeting cards or letters to evoke a strong sense of connection and prompt a donation.

  • Hold outdoor family events such as Easter egg hunts to raise money and engage donors.

5. Mother’s Day and Father’s Day: The Best Holidays for Sentimental and Community Engagement

Mother’s Day and Father’s Day are excellent opportunities to engage your prospects and donors with sentimental messaging.

Why they’re effective: The deep emotional bonds and gratitude toward parents we celebrate on these holidays help inspire generosity and provide a sturdy framework for effective fundraising appeals. Furthermore, these holidays come at a sunny time when people are more active, engaged, and inclined to participate in community activities like charity events and fundraisers.

Fundraising tips and ideas for Mother’s Day and Father’s Day:

  • Share stories of mothers, fathers, and families benefiting from your programs.

  • Offer tribute gifts or donation options in honor of someone’s parent.

  • Offer opportunities for community involvement and giving with special events such as charity walks, runs, breakfasts, or fundraising dinners around these holidays.

  • Consider creating an event for those who have experienced the loss of a parent or child or who have estranged relationships, to include people who may feel left out of these holidays.

Conclusion

Timing is crucial in fundraising, and aligning your campaigns with the right holidays can make a significant difference. Strategizing around these insights can help you optimize your fundraising efforts, engage your donors more effectively, and expand your nonprofit’s fundraising potential throughout the year.

Julia Squire
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