June 23, 2013 | Read Time: 1 minute
Nearly $1 out of every $5 raised online comes from a donation made in December.
But Steve MacLaughlin, director of Idea Lab at Blackbaud, says that’s largely because most charities send their pitches that month, not because donors deliberately plan to give in December.
Why it’s worth sending appeals in other months: “With online giving, it’s going to become a big problem if everyone is flooding everyone’s inbox within the same period of time,” says Mr. MacLaughlin. “It will not have positive results. Organizations are much better off diversifying fundraising strategies throughout the year.”
Proof that appeals sent other times can work: Many colleges end their fiscal years in June and send lots of spring appeals seeking donations before July 1. That’s why the second-best month for online fundraising for education groups is June, Mr. MacLaughlin says.
Learn more: See more detailed data about giving by month
