In 2015, the percentage of giving that happened in December held steady for the second straight year at 17.4%, by far the largest month in terms of distribution of giving. Online giving in December increased from 17.8% in 2014 to 19% in 2015, potentially showing the influence of online giving days like #GivingTuesday. Summer may just be wrapping up, but is your organization positioned to make the most of December giving and the feelings of generosity that the holiday season brings?

If you haven’t yet begun, now is the time to start planning a holiday campaign that engages and delights all of your supporters—not just the existing donors, but also new prospects and lapsed donors. This type of planning will inevitably create a complex web of channels and messages that can quickly become overwhelming, but don’t fret just yet! Achieving giving season success is possible with the help of existing information and tools that connect you with your supporters according to their preferences.

Enter the brand new End-of-Year Fundraising Toolkit! This comprehensive guide brings together insight, tips, and strategies to help you build a comprehensive end-of-year giving program. From testing and segmentation to organizational alignment and donation form optimization, the topics covered in the toolkit will paint a full picture of the steps you need to take to connect with your donors and achieve your fundraising goals.

As you check out the toolkit and begin to build your plan, keep one thing at the front of your mind: this time of year needs to be all about your donors. Position your donors as the heroes of your mission, and you’ll be sure to find success this holiday season.

EOY Fundraising Toolkit


Erin Duff, Marketing Associate at Blackbaud, is passionate about giving nonprofits tools to change the world. Along with managing content for Blackbaud’s Annual Conference for Nonprofits, she builds on the company’s thought leadership initiatives with digital publications, speaking engagements, and webinars. She joined Blackbaud after serving as an AmeriCorps VISTA at an antipoverty nonprofit in Austin, TX. When she’s not wading through inspiring research and writing, she teaches an ESL citizenship class and brushes up on Titanic trivia.

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