Year-end giving is the nonprofit sector’s Super Bowl—the highest-stakes moment for donor engagement and revenue generation.
With 31% of annual donations happening in December—and 12% in the last three days alone—this is the time when fundraising strategy matters most.
But here’s the reality: Success isn’t about sending more emails or making more asks. It’s about making smarter, data-driven decisions.
That’s why we’ve gathered the most important year-end fundraising statistics to help you:
- Understand donor behavior and engagement trends.
- Optimize your outreach across multiple channels.
- Maximize donations with personalization and stewardship.
Let’s break down what the data says—and how Avid’s Fundraising Agency in the Cloud can help you make this your most successful year-end campaign yet.
Year-End Giving by the Numbers
Fundraising isn’t about transactional asks—it’s about understanding donors and meeting them where they are.
Here’s what the data reveals about donor behavior, engagement trends, and key opportunities for nonprofits.
1. Donors Need Multiple Touchpoints to Give
💡 What the Data Says:
- 31% of annual donations happen in December, with 12% in the final 3 days. (Double the Donation)
- Donors need 3-5 touchpoints during year-end to decide to give. (Nonprofit Hub)
- 55% of people who engage with nonprofits on social media take action. (Empower Agency)
What This Means for Nonprofits:
The best-performing year-end campaigns don’t rely on a single email. They use multiple touchpoints across email, social media, and direct mail to build engagement.
Action Step: Use Avid’s AI-powered donor intelligence to map out donor engagement journeys and deliver personalized multi-channel outreach.
2. Email is a Powerhouse—But Only When It’s Personal
What the Data Says:
- Email accounted for 14% of digital revenue during year-end giving in 2022 (M+R Benchmarks)
- Year-end fundraising emails see a 20% higher open rate than other emails (The Nonprofit Email Report)
- Segmented campaigns drive 50% higher engagement rates (Swifterm)
What This Means for Nonprofits:
Mass emails aren’t enough. Personalization drives engagement and donations.
Action Step: Use Avid’s dynamic segmentation to tailor email content based on donor history, past giving, and engagement patterns.
3. Donor Retention & Stewardship Drive Long-Term Growth
What the Data Says:
- Only 25% of first-time donors give again, but stewardship efforts can increase retention by 20% (Fundraising Report Card)
- Matching gift campaigns increase average donation size by 20% (Double the Donation)
- 12% of December donations happen in the final 72 hours (Donor Box)
What This Means for Nonprofits:
Year-end fundraising isn’t just about new donors—it’s about keeping the ones you already have engaged and inspired.
Action Step: Use Avid’s donor insights to automate personalized thank-you sequences and highlight matching gift opportunities to boost donation size.
4. Online Giving is Dominating—Especially on Mobile
What the Data Says:
- 28% of all online donations in 2023 came from mobile devices (Blackbaud Charitable Giving Report)
- The average online donation size during year-end is $128 (Nonprofit Source)
- 44% of Millennials and 42% of Gen Z would have less trust in an organization without an easy online giving experience (Why America Gives)
What This Means for Nonprofits:
If your donation page isn’t mobile-optimized, you’re losing donors.
Action Step: Ensure your donation process is seamless across mobile devices, with clear calls to action and fast-loading pages.
Bonus Tip: Use Avid’s multi-channel donor intelligence to track online engagement and adjust campaigns in real time.
5. Smart Nonprofits Invest in Efficiency & Automation
What the Data Says:
- Year-end campaigns generate 25-50% of a nonprofit’s annual revenue (Neon One)
- ROI for year-end fundraising averages 3:1—$3 raised for every $1 spent (Classy Trends Report)
- Nonprofits using automation save 10-15 hours per week on tasks like data entry, email responses, and campaign reporting (The Nonprofit Technology Network)
What This Means for Nonprofits:
Fundraising teams waste too much time on manual tasks instead of focusing on strategy, storytelling, and donor engagement.
Action Step: Avid’s Fundraising Agency in the Cloud automates segmentation, outreach, and reporting—so nonprofits can focus on what matters most.
This Year, Let Data Drive Your Strategy
Year-end giving isn’t about working harder—it’s about working smarter.
With Avid’s AI-powered fundraising intelligence, nonprofits can:
- Identify high-value donors and optimize outreach timing
- Personalize emails, social, and text campaigns for engagement
- Track campaign performance in real time and adjust instantly
