The final three months of the year are traditionally the busiest for fundraisers at charitable organizations, and now is the time to get ready to make the most of the year-end season. In light of the Tax Cuts and Jobs Act of 2017 and the relatively new challenges and opportunities it presents, it is critical this year to let all of your donors know how to structure their gifts to enjoy the maximum benefit, whether or not they itemize deductions.
Given the importance of year-end giving, several national events have been established to help nonprofits promote fundraising at the end of the year.
- National Estate Planning Awareness Week: October 21-27, 2019. 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. Visit www.naepc.org/events/awareness_campaigns.
- National Philanthropy Day: November 15, 2019. 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)’s site for this event at afpglobal.org/NPDLove.
- #GivingTuesday: December 3, 2019. Coming shortly after Black Friday and Cyber Monday, GivingTuesday encourages donors to add their favorite charities to their gift list. Visit www.givingtuesday.org.
- Year-End: December 31, 2019. 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.
Tools for increasing year-end giving
Act now to ensure your fundraising 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 for the entire year.
Contact a SHARPE newkirk 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 2019 contributions before the tax year ends.
There are many options available on our website to create your own year-end brochure in 2019. Choose from our selections of copy and cover images that align best with your fundraising strategy. You can also upload your own image and personalize the cover and back page. Click here for more information. ■