End of Year Giving in 2020

end of year giving in 2020

End of Year Giving in 2020

It’s that time of year again when donations ramp up and every nonprofit is absorbed with their end-of-year giving campaigns. Yet 2020 has shaken up the nonprofit world, in addition to the country. Here’s what you can expect from end-of-year giving this year.

What is end-of-year giving?

End-of-year giving encompasses all donations made in the last financial quarter of the calendar year and comes down to taxes and holiday giving. Holiday giving focuses on the “Holiday Spirit” or the “Spirit of Giving,” and includes Thanksgiving, Black Friday, and Cyber Monday traffic. Depending on your audience, holiday phrases, headlines, or content can drive more clicks to your website.

All charitable donations to 501(c)3s before January 1 can be deducted from your taxes. This push for donating at the end of the year ramps up giving. The time limit to tax-deductible donations is ideal for community foundations looking for donors for their funds, and using “tax” related keywords or ad copy can help drive more intention-based users to your site.

What’s different this year?

This year has brought change to every aspect of our lives, and nonprofit organizations have certainly felt the impact. Major changes nonprofits should be aware of are the two new tax benefits for donors from the CARES Act. For taxpayers who do not itemize their charitable donations, they can now deduct up to $300 for charitable contributions with the standard deduction. For those who do itemize their donations, the cap on charitable giving deductions for individuals has been raised from 60% to 100%. These advantages for taxpayers end December 31, 2020, so it’s important to make sure your supporters are aware of the changes.

COVID-19 has brought many people online for the first time, and this year there will be more online shopping than ever before. If you have a store, be sure to display your products in free listings on the Google Shopping tab. According to Google, 77% of US shoppers say they’ll browse for holiday gift ideas online rather than in-store. Advertisers should get ads out early and provide ideas for supporters to gift valuable donations, such as making donations in a loved one’s name or purchasing from your eCommerce store. 

Based on search intent and keywords, direct asks for donations perform differently on different platforms. People aren’t searching for “where to donate” or “who to donate to,” so it’s important for nonprofits to add content to their websites that entice users to donate. This content can cover ways to donate, gift ideas, benefits of tax donations, why donors should give to you over your competitors, and more. Advertisers can make direct asks for contributions on organic social media platforms or in email blasts. 

Explore our other blogs about end-of-year giving and get tips to make your fundraising successful and end the year well.

Growing Your Good Work

Overview of Services:

Are you a new or small nonprofit needing help to continue to grow? Are you a mid-sized nonprofit that needs assistance with a new project or a new planning phase? If so, let’s connect so my experience and passion to help nonprofits can be put to work for you! Brenda has dedicated over 15 years to the nonprofit sector and worked with both large and small organizations. Out team has helped nonprofits grow through strategic planning and goal setting, successful project and organizational management, grant writing and administration, and fundraising. We are passionate about helping many sectors and organizations grow their good work! Our Coaching and Planning Services help you create your road map to long-term success! With guidance and hands-on assistance, we help nonprofits with business, strategic and operational planning and implementation that create continual measures of success. Ongoing coaching ensures a sustainable level of community service and support. Our grant research, writing, and administration services allow nonprofit Boards, staff, and volunteers to focus on mission related activities & donor relationship building. Put our long track record of successful grant services to the task of filling funding gaps.

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Growing Your Good Work primarily serves small and mid-sized nonprofits in all sectors.

Growing Your Good Work

Address – Saint Augustine, FL

Phone Number – 904-599-8663

Email Address – [email protected]

Website – https://www.growingyourgoodwork.com/

Point of Contact – Brenda Swann

Region You Serve – National


Overview of Services:

MilkCrate is a mission-driven tech company that empowers nonprofits to grow using technology. It provides a tool for nonprofits to take their offline programs online through an affordable mobile app that engages participants and allows for real-time impact reports for donors and stakeholders.

Key Services (Bullet Points):

A templated mobile app for nonprofits with various features:

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Company Name – MilkCrate

Address – 448 N 10th St Floor 6, Philadelphia, PA 19123

Phone Number – (215) 720-1625

Email Address – [email protected]

Website – https://milkcrate.tech/

Point of Contact – Morgan Berman

Region You Serve – Nationally and internationally


Overview of Services:

I work with nonprofits as a de-facto fundraising, marketing, and/or operations director. I have a limited number of clients who view me as a member of their team, not as an outside consultant.

Key Services (Bullet Points):

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I have worked for some of the largest nonprofits in the country, but now seek to work with only a few at a time, serving as a parttime member of your management team.


Address: 8751 High Gate Way, Belvidere, IL 61008

Phone: 214-403-5994

Email Link [email protected]

Website www.tikson.com

Contact Jeff Tikson

Region We Serve – Nationally