donating is a gift to the giver

10% of all charitable gifts are made in the final three days of the year.

And an estimated 20% of all online donations come in December 31.

So this time can be super-powerful for your mission.

YET, some nonprofit leaders stress about — and cut back on — asking.

Their rationale = We sent direct mail! We asked at Giving Tuesday! We did a holiday card! It’s too much! We’ll alienate people! Panic! Stop the presses!

I’m here with a a reminder for your fundraising heart… and a reality check you can share with your boss (or your board, or whoever is holding you back).

✨✨ Donating is a gift to the GIVER. ✨✨

And fundraising isn’t a dirty business: You’re a facilitator of health, happiness, belonging, and JOY. For both beneficiaries and your donors.

“Helper’s high” is real!

Here’s what giving does for your donor — all backed by solid research:

✨ Higher reported life satisfaction and happiness

✨ Lower mortality rates, improved physical health

✨ Increased positive emotion (by activating endorphins, oxytocin, and dopamine)

✨ Higher self-worth

✨ Better social connection, sense of belonging

✨ Reduced stress

✨ Sense of meaning and purpose.

Why would you rob anyone of the chance to access all this goodness?

DON’T stop asking now.

You’re not sending too many emails.

✨ You’re offering a meaningful, feel-good end to the year.

✨ You’re making a sacred invitation to be part of sacred work.

✨ You’re opening a bridge between what the donor wants to see in the world and their ability to make it so.

Keep going. I’m wishing you happy holidays with love, fundraising friend.