The Timothy Group

Year-end Giving

How to maximize resources for you ministry.

Interview by Laura Leonard | Outcomes, Dec/Jan 2008

With 28 years as a fundraising consultant, Pat McLaughlin, founder and president of the Timothy Group (timothygroup.com), believes that Christian nonprofits can do better when it comes to maximizing year-end giving. Laura Leonard interviewed him.

What percentage of annual giving to Christian nonprofits comes at the end of the year?

I would say somewhere between 40 and 70 percent comes in September through December, and those are by far the best fundraising months. American Express did a study that indicated that 24 percent [of charitable giving] takes place between Thanksgiving and New Year's Day.

Is year-end giving increasing or decreasing? And by how much is it changing?

It's increasing. In 2005, $260 billion was given in America. In 2006, it was $295 billion. In 2007, it was $306 billion.

How should nonprofits respond?

By better planning earlier in the year. I don't think you can start in the fourth quarter; you have to start in the first. Organizations are … sharing their uniqueness with their donors. Over $860 billion [over the past three years] is a lot of money, but there are a lot of places to spread it around. People are talking mission, vision, and values with donors. They are speaking to different audiences in different ways, based on their ability, their capacity, their size of gift, and so forth.

What are the most common mistakes Christian nonprofits make?

They are too fixed on the tax benefit to the donor. People want to give to better mankind … to give to mercy ministries, evangelism, discipleship, children, and the 10/40 Window of reaching people with the gospel. In the UK. and New Zealand, where there are little or no tax benefits, people give because it's the right thing to do.

What programs or approaches tend to be the most effective?

Ministries need to be comprehensive. They should look at mail, phone, events, personal contact, and wise use of both print and electronic media. I encourage our clients to "date" their donors. I always close my session with my mantra: "See the people, see the people, see the people."

How can Christian nonprofits maximize year-end donations?

I think is very important: "Unless the Lord builds the house, its builders labor in vain:' This is God's work, and I think we have got to continue to bathe our year-end efforts in prayer.

This article was first public on The Christian Leadership Alliance website. The interview was completed by Laura Leonard.