Commentary: Charity Inc.: Make the most of end-of-year giving [Journal Record (Oklahoma City, OK)]

There is good news in the world of charitable giving: 62 percent of nonprofits raised more in November and December 2010 than in the same months of 2009, as surveyed by The Chronicle of Philanthropy.

The Fidelity Charitable Giving Season study predicts this trend will hold for the end of 2011, as three out of four Americans plan to give at least the same amount or more to charities as they did last year. This means 2011 end-of-year giving could be even more significant for your organization than in previous years.

The most imperative caution we offer those pursuing end-of-year giving is to avoid treating your donors like an express ATM. Engaging donors throughout the year is vital to showing how valuable they are, instead of viewing them as a quick stop on the way to a balanced budget.

Many organizations fail to realize how early they should start planning for an end-of-year campaign. For organizations planning to receive non-cash donations, December is too late to start thinking through your campaign options. While credit card and check donations simply need a Dec. 31 date to be counted in 2011, stocks, insurance policies and other, more complicated forms of donations need time to be prepared and transferred. Making sure you are giving donors the time they need to offer their full donation can mean the difference between a good and great campaign.

One way to ensure donors can secure tax deductions is by encouraging online giving. The Cygnus Donor Survey found that 65 percent of donors plan to make at least one online donation in 2011. Take advantage of the simplicity and cost-effectiveness of online donors by displaying your end-of-year campaign on the front page of your website and ensuring donors click only once to get to the donation form.

Wherever you engage your potential donors, make sure the message is simple, but compelling. Most donors are inundated with holiday asks, so make sure yours stands out.

Lastly, follow up. Send a receipt and a thank you letter to set the tone for the rest of the year.

Are end-of-year donations really that important? It depends on your organization and your donors. For many organizations, November and December generate 25 to 40 percent of total annual donations, as reported by the Association for Fundraising Professionals. Last year, 18.3 percent of all online donations were given in December alone, according to the Blackbaud Online Giving report. Take advantage of these end-of-year donors by starting your planning today.

Marnie Taylor is president and CEO of the Oklahoma Center for Nonprofits. She can be reached at (405) 463-6886, ext. 201, or mtaylor@oklahomacenterfornonprofits.org.