The Giving Season surge: Why donations peak at the end of the year

As the calendar winds down and the year comes to an end, nonprofits and philanthropic causes see a significant surge in donations—with December 30th and 31st consistently ranking among the biggest giving days of the year. This phenomenon is known as Giving Season. 

In this article, we'll explore how much giving increases at the of the year and discuss factors that contribute to this increase. For nonprofits, this information can help you prepare to fundraise during the happiest—and most generous—time of year. 

How much do year-end donations surge?

According to Neon One, nonprofits raise between 24% and 47% of their annual online revenue during November and December, with as much as 40% of all one-time online donations occurring in December alone. On a broader scale, Giving USA’s 2025 report found that U.S. charitable giving reached $592.5 billion in 2024, a 6.3% increase over the previous year — showing that generosity continues to grow even amid shifting economic conditions.

The Charities Aid Foundation’s UK Giving Report 2025 found that while total donations are rising, the number of people giving has fallen—from 58% in 2019 to 50% in 2025— highlighting the need for stronger donor engagement and retention strategies.

Several key events and motivations come together at the end of the year to drive the increase in total donations, such as the below:

1. The influence of Giving Tuesday

Giving Tuesday, celebrated on the Tuesday following Thanksgiving and Black Friday, has become a global movement encouraging generosity. Initiated in 2012 by the 92nd Street Y and the United Nations Foundation, this day harnesses the collective power of social media and collaboration. Here’s why it’s impactful:

• Coordinated outreach: Nonprofits across the globe participate in unified campaigns, using email, social media, and digital storytelling to reach new donors.
• Matching gifts and challenges: Many organizations and corporations offer to match donations, doubling or tripling individual impact.
• Community engagement: The spirit of collective giving motivates people to share their own stories and encourage others to join in.

Recurring giving also continues to rise, providing nonprofits with more predictable revenue. In fact, monthly and recurring gifts now make up about 31% of total online giving, according to Business Initiative’s 2025 Fundraising Trends report.

2. The holiday spirit

The holiday season in the US, stretches from Thanksgiving through to New Year’s, naturally encourages reflection, gratitude, and generosity. A few key factors make this time of year especially meaningful for donors:

• Emotional connection: The holidays inspire compassion and a desire to help others. Emotional connection is especially effective when donors feel aligned with a nonprofit's values.
• Cultural and religious traditions: Many faiths and cultures emphasize giving during this period, whether through charity, volunteering, or supporting local communities.
• Gift-giving mindset: As people shop for friends and family, they’re often more open to spending—including on charitable causes that align with their values.

The emotional appeal of this period also plays out online: Neon One reports that donor conversion rates during Giving Season are 50–70% higher than in other months, proving that timing and sentiment matter.

3. End-of-year tax considerations

The end of the calendar year also marks the end of the fiscal tax year in the United States, which has significant implications for donors, especially those making substantial contributions.

• Tax deductions: Charitable donations can be deducted from taxable income, reducing the amount of taxes owed. This is a crucial incentive for many donors, especially high-net-worth individuals and corporations.
• Financial planning: Many donors review finances at year-end to maximize deductions and align philanthropy with broader goals.
• Year-end bonuses and windfalls: Extra income from bonuses or profits provides opportunities to give back while balancing tax obligations.

Even with evolving tax laws, the desire to make meaningful contributions before December 31 remains strong, with many donors making last-minute online gifts in the final 72 hours of the year.

MORE: How donor prospecting technology can help you raise more funds this Giving Season

Leverage the year-end surge in your donation strategy

The final months of the year are a unique moment for nonprofits. Between Giving Tuesday, the holiday spirit, and year-end tax benefits, donors are more inclined than ever to give back. Many supporters are looking for meaningful ways to make an impact before the calendar resets—whether that’s through charitable donations, volunteer hours, or community engagement. For nonprofits, understanding these motivations is key to crafting fundraising campaigns that resonate. When you connect your mission to the emotional and financial incentives of this season, you meet donors where they are most inspired to act.

By harnessing these factors—and combining them with data-driven insights—organizations can do more than simply meet year-end goals. They can identify high-value prospects, re-engage lapsed donors, and personalize outreach to deepen long-term relationships. With the right tools to analyze donor behavior and communication preferences, nonprofits can turn the season of giving into a sustained culture of generosity that lasts well beyond December.

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Maximize your Giving Season campaign with better data

Kick off Giving Season with accurate, complete donor information. Tools like LexisNexis Batch Services can help verify contact details, append missing information, and uncover valuable insights that strengthen your fundraising strategy—often within 24 hours. Reliable data ensures every communication feels personal, relevant, and primed to inspire generosity.

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