This year’s Online Donations December Insights Report provides an analysis of digital fundraising trends during the Christmas period in 2023, from data gathered through the goDonate platform.
With goDonate managing more than £35m of charitable income in 2023, the report offers valuable insights into donor behaviour in the run-up to Christmas. The findings are vital to help charities optimise their online fundraising strategies for this critical period.
Here are four ways fundraisers can seize the moment and make the most of donors’ generous festive spirit:
Single vs regular donations in December
Our report highlights notable differences between single and regular donations during the festive season, as well as key data trends for each. The information from this report can help charities identify the best times to launch or amplify their fundraising campaigns.
Understandably, single donations tend to increase as Christmas approaches, reflecting the seasonal generosity of donors. In contrast, the data analysis shows regular giving has not experienced the same seasonal boost.
Data from December 2023 reveals the average regular donation was slightly lower than the annual average; but the report notes a number of reasons why this could be. While regular donations remain stable throughout December, the data suggests regular giving requires a steady, long-term approach rather than a reliance on seasonal campaigns.
Timing is key: high donation days in December
The data analysis also highlights the importance of timing. Certain days in December consistently see higher donation volumes, with the few days before Christmas emerging as peak giving periods.
The report pinpoints the last Friday before Christmas Day as the day when the highest number of single donations were made online in December 2023 and also the highest average one-off gifts were recorded.
In 2024, the final Friday before Christmas Day is December 20 – when many people will receive their salary.
This year, however, is expected to offer a second donation spike: Monday December 23. This is because many pensions payments will be made on that date, along with some final pre-Christmas salaries.
The report indicates significant times when charities can optimise fundraising efforts by aligning campaigns with these high-traffic dates, ensuring they capture the generosity of donors at the most opportune moments.
Practical steps to maximise Christmas fundraising
In addition to analysing donation trends, the report offers practical tips for charities to enhance digital fundraising. It stresses the importance of creating a seamless and frictionless donation journey.
By optimising the donation process, charities can reduce barriers for potential donors and improve the user experience.
Optimise your Christmas fundraising campaigns
Ultimately, Online Donations December Insights Report 2024 serves as a supporting guide for charities that are seeking to maximise their fundraising efforts during the Christmas build-up.
By understanding the patterns of donor behaviour and adjusting campaign strategies accordingly, organisations can make the most of the seasonal generosity that December brings.
In conjunction with their own data, charities can use the analysis to consider tailoring their fundraising campaigns to take December donation insights into account. This can bring some Christmas cheer in what remain tough financial circumstances.
Vicky Reeves is managing director of goDonate
