There’s a buzz in the air, and for once, it’s not just the pre-holiday rush of wrestling past a group of lollygagging humans at Costco to be the first person at a just opened checkout line.
Oh, that’s a feeling like no other isn’t it?
We’re talking about good news in giving.
Yes, you read that right, ACTUAL good news!
While the past few years have felt like pulling teeth when it comes to fundraising—fewer donors giving the same (or less) money, economic uncertainty, and a general sense of malaise—it looks like we might finally be seeing some light.
There are a few events and giving days that I track every year as a bellwether for what the end of year might bring.
Take Minnesota’s Give to the Max Day, for example. This year, it smashed records with over $37 million raised for more than 6,000 nonprofits and schools, surpassing the previous year’s total by $3 million.
That’s not just a blip—it’s a full-on victory lap. And it wasn’t fueled by a few massive gifts (although those certainly helped); it was thousands of people giving $5, $10, $100—whatever they could.
The message?
People want to give.
They want to support causes that matter to them, even in challenging times.
And it’s not just Give to the Max Day bringing the cheer. Over in Moorhead, MSUM’s Giving Day raised a whopping $617,000—blowing past their $500,000 goal.
This wasn’t just a win for scholarships and programs; it’s a win for the entire nonprofit sector.
When people see giving as a way to make an impact, it creates momentum. That $10 gift someone made to MSUM might lead them to think about what other causes they can support as the year winds down.
Then there’s PROP Food Shelf in Eden Prairie, which doubled its goal during Give to the Max Day, pulling in $250,000—including eye-popping checks of $50,000 and $20,000. PROP’s Development Director, Matt Dymoke, summed it up perfectly: “That level of support is awe-inspiring.”
Yes, Matt. Yes, it is.
And let’s not forget the success stories we’re seeing closer to home: groups like CCRI, Homeward Animal Shelter, and Missouri Slope Foundation all raised more at their annual galas this year than in years past.
What on earth is happening here?
Are people suddenly feeling extra generous?
Have people been pre-gamming Thanksgiving already with that Costco value-sized bottle of Irish Cream Liqueur
Or could it be that we’re finally emerging from the fundraising funk of the last few years?
I’d argue it’s all of the above—and more.
People are realizing that giving is one of the best ways to create connection, purpose, and joy in a world that often feels disconnected and overwhelming. And nonprofits that are proactive, transparent, and clear about their “why” are reaping the benefits.
So, does this mean we’re all headed for an end-of-year giving season filled with champagne toasts and overflowing donation envelopes?
Not necessarily—at least not if you’re sitting on the sidelines.
But if you’re ready to take action, the momentum is there for the taking.
Here are five things your nonprofit can do RIGHT NOW to increase your chances of activating your supporters and making this season of giving your most successful yet:
1. Reconnect with Your Donors (Like, Yesterday)
The holiday season is all about connection, so make sure you’re reaching out to your donors in meaningful ways. Send them a heartfelt thank-you note. Share a story of how their past gifts have made a difference.
Weird, you’re never gonna believe what advice I’m going to give you: Pick up the phone.
I do my best to not Hulk Rage when I ask the question to nonprofits “hey, when’s the last time you just picked up that super computer in your pocket and used it for what it was originally intended andand call your top supporters just to say, “We’re grateful for you” and they say,”um…I dunno.”
WHYYYYYYY!!!!?!?!?!
People give to people—not faceless organizations—so make it personal.
2. Share Your "Why" (Loud and Clear)
Donors are more likely to give when they understand exactly why their gift matters.
Don’t just say, “Help us meet our year-end goal of $50,000.” Say, “With $50,000, we can provide 200 meals for families, fund six months of therapy for children, and keep the lights on for 12 local families this winter.”
When you connect the dollars to tangible outcomes, you’re giving donors a reason to act.
No, this does not mean you have to sit for hours and try to do math about how every $0.37 allows you to run electricity to power the fridge for 6 minutes to keep fresh food available for your food pantry.
But it does require you to understand what a gift amount can do for the community and those you serve!
Your honest and candid and enthusiastic belief that their gifts can make the world a better place gets others just as excited as you!
3. State a Bold Goal
Think of PROP Food Shelf’s surprise success—donors love to rally around a clear, ambitious goal.
Whether you’re looking to raise $10,000 or $100,000, set a specific target and let your supporters know exactly how close you are.
The urgency of a countdown works wonders for motivation.
Now, everything on God’s green earth can’t be an emergency. Hell, if you are ALWAYS in an emergency with a goal that is NEVER changing and no amount of money donated seems to be moving it in the right direction.
But donors want to know what they are being asked to help achieve. Transparency in what that goal is, can be used as a great rallying cry to your supporters!
4. Get Social (and Creative)
Your supporters are already scrolling through social media, so meet them where they are.
Post regular updates about your campaign, highlight donor stories, and share photos or videos that show the impact of giving.
Consider hosting a live event, like a virtual Q&A with your leadership team or a countdown party for your campaign.
Make short videos about how you are serving your clients, community or volunteers during this holiday season. Also, no need to get fancy! A simple video on your phone (it’s the button right next to were you make calls…which should be your FIRST option to click damn it! HA!) works just as well as high production videos!
Be authentic. Be grateful. Be excited.
5. Make Giving Easy and Dare We Say, Fun!?
First, remove any barriers to donating.
Ensure your website is mobile-friendly, your donation forms are quick and intuitive, and you’re offering multiple ways to give (online, text-to-donate, etc.).
Be sure donors can find, nearly IMMEDIATELY, where they can give in the moment.
And? Consider adding a little extra sparkle, like a matching gift challenge or a “donate to vote” poll tied to a fun holiday theme.
Long gone are the “rules” of the end of year campaign. That it only has to be a letter with a return envelope.
One of our long term clients puts their CEO on the roof in the middle of the Fargo winter until they hit their fundraising goal. Do something ridiculous like that to stand out in the crowd!
The bottom line is this: Giving season isn’t going to wait for you to get your act together.
The good news is, there’s still time to jump on the bandwagon and ride this wave of generosity.
As we’ve seen with these incredible giving events, people are ready and willing to give—they just need a reason to act.
So be bold, be transparent, and most of all, be proactive.
The opportunity is here. Don’t sit it out.
Now go forth and fundraise, friends. Let’s make this season one for the record books!!
-Patrick
PS – Hey, Guess What!!!?!? We’re rocking some pretty fantastic Get Your Organization Back in the Black Friday deals!
Comments