For all of us, fall is traditionally the busiest time of the year. This year, the final three months will be more critical than ever for charitable organizations that have been impacted by COVID-19 and the economic crisis. With hopes of a vaccine on the horizon, donors could have a more positive outlook this fall.
In addition, the CARES Act, set to expire December 31, has created incentives to encourage charitable giving.
Given the importance of year-end giving, several national events have been established to help nonprofits promote fundraising. These campaigns may help bring extra awareness to your fundraising programs.
National Estate Planning Awareness Week: October 19-25, 2020. This week offers an opportunity to partner with estate planners in your area to educate your donors about charitable bequests and other planned gifts that offer income and other financial benefits.
National Philanthropy Day: November 15, 2020. While your supporters should be recognized throughout the year, this day has been set aside to shine the spotlight on volunteers and donors. For more information, visit the Association of Fundraising Professionals’ (AFP) site for this event.
#GivingTuesday: December 1, 2020. Coming shortly after Black Friday and Cyber Monday, Giving Tuesday encourages donors to add their favorite charities to their gift list.
Year-End: December 31, 2020. The charitable giving deadline for the roughly 20 million taxpayers who itemize charitable gifts is traditionally one of the most popular days of the year for online and direct mail gifts.
Increasing year-end giving
Act now to ensure your communications plan is designed to maximize year-end giving. A successful fundraising strategy in the last three months of the year could make a real difference in your final fundraising numbers, especially when overall giving is predicted to decline in 2020.
Contact a Sharpe Group consultant for information on creating an effective year-end communications plan, including a printed brochure to rise above the chatter of eMarketing and get your donors’ attention as they are planning their 2020 contributions.
Sharpe Group offers multiple options to create personalized year-end brochures in 2020. Choose from our selection of copy and cover images that align best with your fundraising strategy. You can also upload your own image to further brand the cover and back panel. For more information, click here. ■