Annual Giving in the 4th Quarter

A recent Association of Fundraising Professionals (AFP) survey revealed that nearly half of charities receive 30% to 60% of their overall contributions in the final quarter of the year. Not only that, one in five reported receiving more than 60% of their annual gifts during this critical time period.

While some of this can be attributed to the donors' culture of giving this time of year, it may also be a result of the frenzied year-end mailings, emails and/or personal visits from the organization seeking funds. This is the time that goals must be met ... and one missed deadline can mean the difference between success and failure. Wouldn't it be nice to be ahead of the game at this point in the year? Instead of a chaotic fourth quarter, wouldn't it be great if you could just carry out business as usual? As you prepare for 2011, keep this in mind. Plan a more balanced strategy throughout the year so that your success does not fall on just three of 12 months.

The positive outlook for next year's wealth will prove beneficial in establishing a plan for soliciting gifts year-round. According to government figures, both Gross Domestic Product (GDP) and net household wealth figures have been rising. The number of wealthy individuals has now recovered to pre-bubble levels of 2006, in part due to a healthy stock market recovery from the March 2009 lows, with the Dow Jones rebounding more than 50% from the 6,500 range to the 11,000 range. 

The J.F. Smith Group has always said, "There is no shortage of money ... just a shortage of big, bold, exciting ideas." With the nation's wealth improving, now is the time to brainstorm those big, bold, exciting ideas--and don't wait until the fourth quarter to do so!