A year ago, with the release of the mid-year results of the Blackbaud Charitable Index — online and offline — we reminded readers now is a great time to make sure they get their share of year-end giving.

You’ll recall that as much as 20+ % of the annual contributions for most organizations come in the last 30 days of the year. Especially so for online contributions.

Blackbaud is back this year with its half-year report and forecast for the balance of 2014. And, given their prognosis is perhaps less optimistic than last year’s, I want to repeat and emphasize our advice to use your summer doldrums wisely.

First, a summary of where things stand and where they’re going. According to Steve MacLaughlin, head of Blackbaud’s Idea Lab, here are the main points:

• Overall giving was up 1.6% for the first 6 months of 2014 compared to 2013.

• Public & Society Benefit nonprofits have grown the most on a year-over-year basis, followed by International Affairs and Environment and Animal Welfare organizations.

• Both K-12 Education and Medical Research organizations have seen a decrease in overall giving for the first six months of 2014 compared to 2013. See more here.

• Steve uses the term “cautious optimism” to describe the fundraising outlook for the rest of 2014. He says, “So much of it depends on how well nonprofit organizations have learned to focus on building relationships and retaining donors following the recession. See more here.

Now, on to August preparation for Christmas

Why start preparing now? Because if you use the slower summer months to get your online (and offline) house in order, you’ll be in a far better position to cash in on the bonanza of December giving.

Here’s why. Regardless of which sector your organization operates in, by far the greatest proportion of online annual giving occurs in the month of December.

The difference in lift is substantial. Arts and culture organizations raise 20.6% of their annual online income in December compared to the next highest month (March) at 10.3%. The Societal Benefits/Advocacy sector raises 21.1% in December compared to the next highest month (September) at 11%. And on and on across the sectors.

Download Blackbaud’s full report for 2013 for a month-by-month, sector-by-sector view of the importance of timing.

As for December …

And here are some valuable resources to help you with your year-end checkup:

• Five Donation Form Bad Practices is a helpful ‘what to avoid’ guide prepared by Steve MacLaughlin and loaded with practical, easy-to-implement advice.
• Sue Woodward’s Challenge provides a wealth of great suggestions and examples from Agitator readers. Pay attention also to the accompanying Comments. Clearly, the Agitator’s prescient readers understand the importance of getting their donation page act together.
• 80 E-Mail Copy Lines from Year-End Emails — in case your copywriters are suffering from summer doldrums and need a workout.

Time is short. Prepare now. Only 141 shopping days until Christmas.

What are you doing now to prepare?

Roger

P.S. For Tom’s insights on the value of Agitator readers’ comments on donation pages — Why Not Raise More Money? — is worth reading and heeding.