--- title: Nonprofits can make this a December to remember description: December is close. And – in keeping with the overarching theme of 2020 – we head into the year-end giving season with a great sense of uncertainty. image: https://blog.rkdgroup.com/hubfs/210107-RKD-Nonprofits-can-make-this-a-December-to-remember-Doodle-v2.jpg --- [![](https://blog.rkdgroup.com/hs-fs/hubfs/210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png?width=157&name=210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png)](https://blog.rkdgroup.com) - [Solutions](https://rkdgroup.com/services/) - [Mid-Level Giving](https://rkdgroup.com/services/mid-level-giving/) - [Monthly Giving](https://rkdgroup.com/services/monthly-giving/) - [Lapsed Giving](https://rkdgroup.com/services/lapsed-giving/) - [Personalization](https://rkdgroup.com/services/personalization/) - [Connectors](https://rkdgroup.com/services/connectors/) - [Machine Learning](https://rkdgroup.com/services/machine-learning/) - [Marketing + Fundraising](https://rkdgroup.com/services/marketing-fundraising/) - [Audience Development](https://rkdgroup.com/services/audience-development/) - [Creative Services](https://rkdgroup.com/services/creative-services/) - [Data Management](https://rkdgroup.com/services/data-management/) - [Strategic Planning](https://rkdgroup.com/services/strategic-planning/) - [Analytics](https://rkdgroup.com/services/analytics/) - [Causes](https://rkdgroup.com/causes/) - [Animal Care](https://rkdgroup.com/causes/animal-care/) - [Food Banks](https://rkdgroup.com/causes/food-banks/) - [Health + Hospitals](https://rkdgroup.com/causes/health-hospitals/) - [Humanitarian](https://rkdgroup.com/causes/humanitarian/) - [Missions](https://rkdgroup.com/causes/missions/) - [Salvation Army](https://rkdgroup.com/causes/the-salvation-army/) - [Results](https://rkdgroup.com/results/) - [Acquisition](https://rkdgroup.com/results?cat=acquisition) - [Digital](https://rkdgroup.com/results?cat=digital) - [Mid-Major Programs](https://rkdgroup.com/results?cat=mid-major-programs) - [Advanced Analytics](https://rkdgroup.com/results?cat=advanced-analytics) - [Direct Mail](https://rkdgroup.com/results?cat=direct-mail) - [Multichannel Strategy](https://rkdgroup.com/results?cat=multichannel-strategy) - [Data Management](https://rkdgroup.com/results?cat=data-management) - [Media](https://rkdgroup.com/results?cat=media) - [Website Development](https://rkdgroup.com/results?cat=website-development) - [Resources](https://rkdgroup.com/insights/) - [Blog](https://blog.rkdgroup.com/) - [Benchmarks](https://info.rkdgroup.com/benchmarks) - [Webinars](https://info.rkdgroup.com/webinars) - [Ebooks + Research](https://info.rkdgroup.com/ebooks-research) - [Podcast](https://info.rkdgroup.com/group-thinkers-nonprofit-marketing-podcast) - [Field Guides](https://info.rkdgroup.com/field-guides) - [About Us](https://rkdgroup.com/about/) - [Leadership](https://rkdgroup.com/about/leadership/) - [Careers](https://rkdgroup.com/about/careers/) - [Let's Chat](https://rkdgroup.com/lets-chat/) #### Subscribe to our blog ### Subscribe to Email Updates ## Featured Post   [RKD Group](https://blog.rkdgroup.com/author/rkd-group) ## [RKD Group Acquires Whiteboard](https://blog.rkdgroup.com/rkd-group-acquires-whiteboard) Premier Marketing Agency Bolsters Conceptual Creative Capabilities by Acquiring Award-Winning Agency PLANO, Texas, July 27, 2026 — Today, RKD Group, Nor\[...\] [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [Direct Mail Fundraising](https://blog.rkdgroup.com/topic/direct-mail-fundraising) [Multichannel](https://blog.rkdgroup.com/topic/multichannel) [Fundraising](https://blog.rkdgroup.com/topic/fundraising) [Nonprofit Industry](https://blog.rkdgroup.com/topic/nonprofit-industry) [RKD](https://blog.rkdgroup.com/topic/rkd) [Brand](https://blog.rkdgroup.com/topic/brand) [Read More](https://blog.rkdgroup.com/rkd-group-acquires-whiteboard)   [Shane Thornal](https://blog.rkdgroup.com/author/shane-thornal) ## [Why nonprofits must unite SEO, social and paid media in one strategy](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) Someone at your organization “owns” paid media. Someone else—often younger and under resourced—runs the social accounts. A third person (or maybe no one\[...\] [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [SEO](https://blog.rkdgroup.com/topic/seo) [Digital Media](https://blog.rkdgroup.com/topic/digital-media) [Social Media](https://blog.rkdgroup.com/topic/social-media) [Data & Analytics](https://blog.rkdgroup.com/topic/data-analytics) [Read More](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) ## Recent Posts [Trends](https://blog.rkdgroup.com/topic/trends) [COVID-19](https://blog.rkdgroup.com/topic/covid-19) [Multichannel](https://blog.rkdgroup.com/topic/multichannel) [Year-End Giving](https://blog.rkdgroup.com/topic/year-end-giving) # Nonprofits can make this a December to remember By [Andrew Laudano](https://blog.rkdgroup.com/author/andrew-laudano) December is close. And – in keeping with the overarching theme of 2020 – we head into the year-end giving season with a great sense of uncertainty. The [COVID-19 pandemic](https://blog.rkdgroup.com/how-should-nonprofits-handle-fundraising-during-coronavirus-pandemic/), social unrest and a presidential election all loom in the minds of donors. Nonprofit organizations are left wondering how donors will respond. In order to get a feel for donor sentiment right now, RKD Group and [The Nonprofit Alliance](https://tnpa.org/) recently co-commissioned research around year-end giving. [The results showed](https://rkdgroup.com/2020giving) some clear trends around who is willing to give in December. I recommend every nonprofit checks out the study and the webinar that accompanies it. Together, you’ll gain a better understanding of what donors are thinking and some ideas about how to connect with them. I’m also here to share a few thoughts and strategies for year-end giving. I hope they bring some relief to the general sense of anxiety out there. ### STAY THE COURSE We know that roughly [one-third of all annual giving](https://nonprofitssource.com/online-giving-statistics/) comes in December, and 10% of annual giving comes in the final three days of the year. Yet some nonprofits are pulling back their investment in marketing and fundraising this fall. This is a huge mistake! Despite all the negativity of 2020, we’ve still seen [an overwhelming amount of generosity](https://blog.rkdgroup.com/covid-at-6-months-where-is-nonprofit-fundraising-heading/). In fact, the Fundraising Effectiveness Project [just released their report](https://afpfep.org/reports/) for the first half of the year. ![RKD-Year-End-Advice-to-Stay-the-Course-A-v1](https://blog.rkdgroup.com/hs-fs/hubfs/RKD-Year-End-Advice-to-Stay-the-Course-A-v1.jpg?width=600&name=RKD-Year-End-Advice-to-Stay-the-Course-A-v1.jpg) Yes, these are uncertain times. But those numbers above make it clear that this is no time to reduce your fundraising efforts. Even if you only hit 85% of your projections, that’s more than you would get if you reduce your investment. Instead of pulling back, this is the time to … ### ADJUST WHERE NECESSARY If “uncertainty” is the best word to encapsulate 2020, then “pivot” is probably a close second. We’ve all spent the last seven months adjusting and adapting to meet the new normal of this pandemic. For nonprofit fundraising, that’s meant [changing messaging and creative](https://blog.rkdgroup.com/finding-the-right-approach-to-creative-messaging-during-covid-19/), [leaning into digital channels](https://blog.rkdgroup.com/covid-19-provides-nonprofits-a-rare-opportunity-for-digital-ads/) and [experimenting with virtual events](https://blog.rkdgroup.com/why-nonprofits-should-jump-into-virtual-events-now/) to replace in-person ones. Those who have stayed the course or pivoted quickly [have reaped the rewards](https://blog.rkdgroup.com/food-banks-hospitals-see-increase-in-online-donations-during-covid-19/) of their quick thinking. Those who have cut back or canceled have struggled. Year end will require a similar approach. [Our research shows](https://rkdgroup.com/2020giving) that younger donors (millennials and young Gen Xers) are willing to give more this December. Those who have stepped up to give online during the pandemic have also said they plan to give more at year end. If we take these factors into account, the need for a [multichannel year-end strategy](https://blog.rkdgroup.com/year-end-multichannel-fundraising/) becomes more pressing. Nonprofits must meet donors where they are right now. Target them with the same messages in direct mail, email, social media, digital ads, text messages and more. And for organizations that are close to the frontline response of COVID, keep reminding donors of the increased needs of your mission. Give people plenty of chances to hear your message and choose the channel they prefer for giving. They will respond. ### FOCUS ON DAFS One final bit of advice is to lean into donor-advised funds (DAFs). ![RKD-Year-End-Advice-to-Stay-the-Course-B-v1](https://blog.rkdgroup.com/hs-fs/hubfs/RKD-Year-End-Advice-to-Stay-the-Course-B-v1.jpg?width=600&name=RKD-Year-End-Advice-to-Stay-the-Course-B-v1.jpg) In an effort to bring DAFs to more households, Fidelity Charitable also just [eliminated its $5,000 minimum contribution](https://www.thinkadvisor.com/2020/09/30/fidelity-charitable-ends-daf-account-minimums/) to create an account. Other organizations like Schwab may soon follow suit. Amid a push to [encourage money to move out of DAFs](https://www.philanthropy.com/article/philanthropist-urges-congress-to-force-more-giving-from-donor-advised-funds-and-foundations) and into the hands of charities, not enough organizations are tapping into this tremendous opportunity. The funds in DAFs have already been committed to charity – you just need to convince donors to give to *your* charity. For some strategies on how to unlock this potential, check out our recent post on [how DAFs could save your fiscal year](https://blog.rkdgroup.com/donor-advised-funds-and-covid-19-the-donor-research-project-that-could-save-your-fiscal-year/). This is a challenging time for nonprofits, but also a time of great opportunity for those who are willing to stay strong and adapt where necessary. A few adjustments here and there could lead to a record-breaking December. ### [Andrew Laudano](https://blog.rkdgroup.com/author/andrew-laudano) Andy Laudano has more than 25 years of fundraising experience working for both agencies and nonprofit organizations. As Senior Vice President, Client Service, at RKD Group, he manages integrated, multichannel direct response fundraising programs for large, national organizations and regional nonprofits. Andy speaks frequently at DMA Nonprofit Federation and AFP Conferences, the FundRaising Success Engage Conference and webinars, and has served on the education committees of the Bridge Conference and the DMA Nonprofit Conference. #### Leave a comment: Previous ##### [What nonprofits can do with mature data ecosystems](https://blog.rkdgroup.com/what-nonprofits-can-do-with-mature-data-ecosystems) Next Post ##### [How missions are transforming their brands](https://blog.rkdgroup.com/how-missions-are-transforming-their-brands) ### Search GroupThinkers ![](https://cdn2.hubspot.net/hubfs/459002/Assets%20Apr/magnifying-glass.png) [![GP FG - Blog Rail 340x340](https://blog.rkdgroup.com/hs-fs/hubfs/GP%20FG%20-%20Blog%20Rail%20%20340x340.png?width=340&name=GP%20FG%20-%20Blog%20Rail%20%20340x340.png "GP FG - Blog Rail 340x340")](https://info.rkdgroup.com/givingpulse-field-guide-q1-2024-access) [![MidYear Benchmarks-Sidebar_SolidGold](https://blog.rkdgroup.com/hs-fs/hubfs/MidYear%20Benchmarks-Sidebar_SolidGold.png?width=340&name=MidYear%20Benchmarks-Sidebar_SolidGold.png "MidYear Benchmarks-Sidebar_SolidGold")](https://info.rkdgroup.com/donor-trust-access) - Latest Posts - Popular Posts [RKD Group Acquires Whiteboard](https://blog.rkdgroup.com/rkd-group-acquires-whiteboard) [ Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [ Direct Mail Fundraising](https://blog.rkdgroup.com/topic/direct-mail-fundraising) [ Multichannel](https://blog.rkdgroup.com/topic/multichannel) [ Fundraising](https://blog.rkdgroup.com/topic/fundraising) [ Nonprofit Industry](https://blog.rkdgroup.com/topic/nonprofit-industry) [ RKD](https://blog.rkdgroup.com/topic/rkd) [ Brand](https://blog.rkdgroup.com/topic/brand) [The nonprofit savior complex: How good intentions can erode trust | Gina Lattuca, SPCA Serving Erie County](https://blog.rkdgroup.com/the-nonprofit-savior-complex-how-good-intentions-can-erode-trust-gina-lattuca-spca-serving-erie-county) [ Podcast](https://blog.rkdgroup.com/topic/podcast) [ Animal Care](https://blog.rkdgroup.com/topic/animal-care) [Why nonprofits must unite SEO, social and paid media in one strategy](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) [ Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [ SEO](https://blog.rkdgroup.com/topic/seo) [ Digital Media](https://blog.rkdgroup.com/topic/digital-media) [ Social Media](https://blog.rkdgroup.com/topic/social-media) [ Data & Analytics](https://blog.rkdgroup.com/topic/data-analytics) ### Categories - [Digital Fundraising (180)](https://blog.rkdgroup.com/tag/digital-fundraising) - [Podcast (135)](https://blog.rkdgroup.com/tag/podcast) - [Nonprofit Industry (125)](https://blog.rkdgroup.com/tag/nonprofit-industry) - [Data & Analytics (91)](https://blog.rkdgroup.com/tag/data-analytics) - [Digital Media (69)](https://blog.rkdgroup.com/tag/digital-media) - [Fundraising (55)](https://blog.rkdgroup.com/tag/fundraising) - [Trends (47)](https://blog.rkdgroup.com/tag/trends) - [COVID-19 (42)](https://blog.rkdgroup.com/tag/covid-19) - [Multichannel (41)](https://blog.rkdgroup.com/tag/multichannel) - [Food Banks (39)](https://blog.rkdgroup.com/tag/food-banks) - [Animal Care (37)](https://blog.rkdgroup.com/tag/animal-care) - [Donor Retention (36)](https://blog.rkdgroup.com/tag/donor-retention) - [Mid-Major Donors (35)](https://blog.rkdgroup.com/tag/mid-major-donors) - [Strategy (35)](https://blog.rkdgroup.com/tag/strategy) - [Direct Mail Fundraising (34)](https://blog.rkdgroup.com/tag/direct-mail-fundraising) - [Missions (31)](https://blog.rkdgroup.com/tag/missions) - [Stewardship (31)](https://blog.rkdgroup.com/tag/stewardship) - [Creative (29)](https://blog.rkdgroup.com/tag/creative) - [Leadership (24)](https://blog.rkdgroup.com/tag/leadership) - [Sustainer Donors (20)](https://blog.rkdgroup.com/tag/sustainer-donors) - [Year-End Giving (19)](https://blog.rkdgroup.com/tag/year-end-giving) - [Acquisition (18)](https://blog.rkdgroup.com/tag/acquisition) - [Social Media (18)](https://blog.rkdgroup.com/tag/social-media) - [Cultivation (17)](https://blog.rkdgroup.com/tag/cultivation) - [Email (16)](https://blog.rkdgroup.com/tag/email) - [Google Grant (15)](https://blog.rkdgroup.com/tag/google-grant) - [Optimization (15)](https://blog.rkdgroup.com/tag/optimization) - [SEO (15)](https://blog.rkdgroup.com/tag/seo) - [Data Privacy (14)](https://blog.rkdgroup.com/tag/data-privacy) - [Technology (14)](https://blog.rkdgroup.com/tag/technology) - [Giving Tuesday (13)](https://blog.rkdgroup.com/tag/giving-tuesday) - [Humanitarian Action (13)](https://blog.rkdgroup.com/tag/humanitarian-action) - [Events (12)](https://blog.rkdgroup.com/tag/events) - [Donation Pages (11)](https://blog.rkdgroup.com/tag/donation-pages) - [Health & Hospitals (11)](https://blog.rkdgroup.com/tag/health-hospitals) - [Conversion (10)](https://blog.rkdgroup.com/tag/conversion) - [Brand (9)](https://blog.rkdgroup.com/tag/brand) - [Donor Lifecycle (9)](https://blog.rkdgroup.com/tag/donor-lifecycle) - [Donor-Advised Funds (9)](https://blog.rkdgroup.com/tag/donor-advised-funds) - [Management (8)](https://blog.rkdgroup.com/tag/management) - [RKD (8)](https://blog.rkdgroup.com/tag/rkd) - [Audience-First (6)](https://blog.rkdgroup.com/tag/audience-first) - [Facebook (6)](https://blog.rkdgroup.com/tag/facebook) - [The Salvation Army (6)](https://blog.rkdgroup.com/tag/the-salvation-army) - [GDPR (4)](https://blog.rkdgroup.com/tag/gdpr) - [User Experience (4)](https://blog.rkdgroup.com/tag/user-experience) - [Conferences (3)](https://blog.rkdgroup.com/tag/conferences) - [Election (3)](https://blog.rkdgroup.com/tag/election) - [Postal Service (3)](https://blog.rkdgroup.com/tag/postal-service) - [Attribution (2)](https://blog.rkdgroup.com/tag/attribution) - [Capital Campaigns (2)](https://blog.rkdgroup.com/tag/capital-campaigns) - [Gift Catalog (2)](https://blog.rkdgroup.com/tag/gift-catalog) - [Ministries (2)](https://blog.rkdgroup.com/tag/ministries) - [Mobile (2)](https://blog.rkdgroup.com/tag/mobile) - [CRM (1)](https://blog.rkdgroup.com/tag/crm) - [Corporate giving (1)](https://blog.rkdgroup.com/tag/corporate-giving) - [DRTV (1)](https://blog.rkdgroup.com/tag/drtv) - [Planned Giving (1)](https://blog.rkdgroup.com/tag/planned-giving) see all [![Gen X eBook download](https://blog.rkdgroup.com/hs-fs/hubfs/Gen%20X%20eBook%20download.jpg?width=360&name=Gen%20X%20eBook%20download.jpg "Gen X eBook download")](https://info.rkdgroup.com/en/the-nonprofit-marketers-guide-to-generation-x) ### Read More of What You Like ## [What nonprofit leaders learned in 2025 | RKD Group: Thinkers](https://blog.rkdgroup.com/what-nonprofit-leaders-learned-in-2025-rkd-group-thinkers-podcast) ## [Fundraising lessons from 2025: Clarity in the noise](https://blog.rkdgroup.com/nonprofit-fundraising-lessons-from-2025) ## [Why the nonprofit sector’s future depends on leaders learning together | RKD Group: Thinkers](https://blog.rkdgroup.com/nonprofit-alliance-tnpa-abby-graf) ![Rkdgroup](https://blog.rkdgroup.com/hubfs/Rkdgroup%20Sep%202017/Images/footer_logo.png "Rkdgroup") - [Solutions](https://rkdgroup.com/services/) - [Work](https://rkdgroup.com/work/) - [About Us](https://rkdgroup.com/about-us/) - [Blog](https://blog.rkdgroup.com/) - [Contact](https://rkdgroup.com/contact/) [Contact](https://rkdgroup.com/contact) - - - RKD Group is a leading fundraising and marketing provider to hundreds of nonprofit organizations. We have a team of experts with deep skill sets in direct response marketing. [connect@rkdgroup.com](mailto:connect@rkdgroup.com) [1 800 222 6070](tel:1-800-222-6070) [Privacy policy](https://rkdgroup.com/privacy-policy) - - - ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Andrew Laudano", "url" : "https://blog.rkdgroup.com/author/andrew-laudano" }, "dateModified" : "2021-12-30T19:14:45.053Z", "datePublished" : "2020-10-14T18:25:37.000Z", "headline" : "Nonprofits can make this a December to remember", "image" : [ "https://blog.rkdgroup.com/hubfs/210107-RKD-Nonprofits-can-make-this-a-December-to-remember-Doodle-v2.jpg" ], "mainEntityOfPage" : { "@id" : "https://blog.rkdgroup.com/blog/nonprofits-can-make-this-a-december-to-remember-2", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.rkdgroup.com/hubfs/RKD-logo-red-tm%20(1).png" }, "name" : "RKD Group" } } ```