Discovering December’s Potential

For many nonprofits, December isn’t just another month – it’s a time that can transform their financial outlook for the entire year. Picture a small organization that knew its supporters were generous but didn’t realize just how much December could bring in. To them, it was simply the end of the year, without any particular expectations. But as the month progressed, they noticed an unexpected surge in donations. By focusing on a few key campaigns, they turned occasional supporters into loyal donors, and December soon became their most impactful month.

This story isn’t unique. For many nonprofits, December's “giving season” – with its blend of generosity, tax incentives, and end-of-year traditions – provides a powerful opportunity to meet and even exceed fundraising goals. In just one month, nonprofits can make a significant impact on their annual revenue.

So, why is December so impactful? This blog post will unpack the numbers behind December giving, explore the reasons why people are motivated to donate during this season, and show how nonprofits can optimize social media channels to make the most of this crucial time of year.

Contact us today if you need help activating your social following for an impactful December.

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Why December? The Giving Season Explained

For nonprofits, the “giving season” refers to the period from Giving Tuesday (the Tuesday after Thanksgiving) through the end of December. During this time, donor activity and generosity peak, with December alone accounting for roughly 25% of all annual online donations​

Even more impressive, in some cases, the last three days of December contribute a significant chunk of annual donation revenue – sometimes as much as 10%​.

Statistics Behind December’s Surge

• Total Annual Donations: December can bring in between 16% and 35% of a nonprofit’s yearly revenue, depending on the organization and its donor base​.
• Online Donations: DonorBox reported that nearly 30% of annual online donations occur in December, with spikes on Giving Tuesday and the last days of the month.
• Younger Donor Engagement: Millennials and Gen Z are increasingly looking to make social impact-driven gifts, often motivated by online campaigns and social media prompts, which are especially effective during the holiday season.

This seasonal generosity isn’t a fluke – it’s a reflection of various social and psychological factors. December aligns with a spirit of gratitude, a heightened awareness of need, and the end-of-year deadline for charitable tax deductions in the U.S. All of these factors coalesce to make December the “golden month” for nonprofits.

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How GoodUnited Helped a Nonprofit Leverage Social Media in December

When one of our clients first began using GoodUnited’s platform, they were unsure how effective social media could be for end-of-year giving. Traditionally, they relied on email campaigns and direct mail to drive donations in December. However, by tapping into their social media channels – where they had a loyal but previously under-engaged follower base – they unlocked new levels of engagement and generosity.

GoodUnited helped them create a series of December-focused campaigns across Facebook and Instagram that engaged their followers in new ways. They used storytelling to spotlight specific causes, created “countdown” posts leading up to December 31, and even held live Q&A sessions to discuss the impact of their work. By engaging followers through these platforms, the organization saw a 40% increase in December donations compared to the previous year, with a notable uptick in first-time donors.

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Strategies to Maximize December Giving Using Social Media

For nonprofits looking to replicate this success, here are some actionable strategies:

1. Identify your end of year goal. How much money do you want to raise and by when? Is there a match available that you can share alongside your revenue goal? Choose whether you want to ask your supporters to fundraise or make a donation (our research suggests Facebook users are 5x more likely to start a fundraiser than make a donation).

2. Craft your 'moment in time' ask. Based on what you decide in step 1, create your call to action. As an example..."Start a fundraiser to help us reach our goal of $10,000 by December 31st! Your impact is doubled thanks to a matching gift provided by our partner." Just make sure to include who/what cause the money is benefitting to add an emotional tie.

3. Turn on the 'comment to Messenger' feature. Make sure you're setting your page up for success prior to putting the work in. Turn ON the comment to Messenger function using the GoodUnited platform to capture your engaged page followers.

4. Share compelling stories and interactive content on a daily basis. Leading up to your big moment in time ask, share content with the goal of sparking engagement. Use true stories, polls, videos, cute pictures of puppies...you get the idea. The goal is to get your audience emotionally invested in your brand through impactful storytelling.

5. Make the ask. After a couple weeks of priming your audience with engaging content, it's time to make the 'moment in time' ask you created in step 2. Make a compelling post with the ask and boost it to your followers. Additionally, send the ask in Messenger using our technology to directly reach all the highly engaged followers you've captured using the 'comment to Messenger' feature.

6. Stay consistent and engaging. Along the way, share revenue total updates with your audience while reminding them to take the action if they haven't yet. This should be done alongside the continuation of posting compelling content in step 4. Keep your foot on the gas! This is the time of year to lean into your content marketing strategy and stay as top of mind as possible.

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Measuring Success and Building on Year-End Momentum

After December, the goal is to build on the momentum you’ve created. Use analytics to assess which posts performed best, which campaigns drove the most donations, and where there’s room for improvement. This information will be invaluable as you plan for the next year’s giving season.

Some key metrics to track include:

• Total Donations from Social Channels: Track the percentage of donations that originated from social media channels during December compared to other times of the year.
• Follower Growth and Engagement: Measure increases in followers, post engagement, and shares throughout December. This will give insight into how well your content resonated.
• Conversion Rate of Followers to Donors: Calculate the number of followers who converted into first-time donors. This metric will help gauge the effectiveness of your social media strategy.

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Making December Count

December is a powerful month for nonprofits, holding the potential to redefine an organization’s year. By harnessing the power of social media, nonprofits can connect with a broader audience and engage them in ways that traditional channels may not offer.

GoodUnited is here to help nonprofits navigate this unique opportunity, from creating impactful social media campaigns to optimizing donor acquisition. Let this December be the month you transform not just your year-end revenue, but also the way you connect with your supporters. When you use this season to its fullest, you’re not only enhancing your organization’s financial foundation – you’re building a community of passionate advocates ready to champion your cause year-round.

By recognizing December’s potential and implementing strategies that drive engagement, your nonprofit can experience a giving season like never before.

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