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When Do Most Donors Give?
By Mike Spencer
It's common belief that the Fall and Holiday seasons are when most donors choose to give - which is why many organizations conduct their annual appeals during this time.
While it's true that the end of the year generates a flood of contributions, a different answer to the question is worth consideration:
Most Donors Give WHEN ASKED!
Take, for example, the annual giving patterns of three organizations: an independent school, a community hospital, and a social services agency:
- For two organizations, the number of cash gifts received was higher in the Spring (January-June) than the Fall
(July-December).
- For the third organization, 27% of annual gifts were made in the Spring (mostly a function of only one solicitation during this period).
- In each case, the DOLLARS raised in the Fall was higher than the Spring, but the Spring still accounted for 30%-45% of the total revenue for year.
With a new year upon us, there's no reason to wait until Fall to jump start your annual giving program for 2012. Many donors are willing to give right now - you just have to ask.
To Learn More ...
.. about the giving patterns of your donors - and to identify the untapped potential of your annual giving program - contact us about Focus Analytics, our proprietary analytic reports that have helped dozens of organizations increase the performance of their fundraising efforts.
Call or email Mike Spencer at 802-865-4100 x11 or mike@spencergroupinc.com.
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