End of year giving – when to email your appeal

Blog Data InsightsEnd of year giving – when to email your appeal

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End of year giving – when to email your appeal End of year giving – when to email your appeal
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  • November 19, 2019
  • 2 min read

We have looked at all of our donation data, to find the very best time to send your end of year giving appeal.

With so much data on Scandinavian donations, we knew we could get some important insight in to donation behaviours over time during the Christmas season.

Before we give you the graph and results, note that this data is on peer-to-peer fundraising donations only. These donations are driven mainly by fundraisers sharing their pages. But this is most often done when people are online sharing content, and thus we believe it is a decent indicator of when people are inclined to read a donation appeal and follow through on it.

Clear patterns

When we looked at the data we did see some clear patterns. We can already state that the evening of the 24 is not a good time to email your supporters. Likewise, stay away from the days immediately following Christmas evening. Most are at home with their families and are surprisingly good at staying away from their mobile phones.

When should you send out your end of year giving appeal? Well, it looks like the 23rd, in the morning, is the perfect time! Here we see more donations being made in one hour than any other hour throughout all of the rest of December. If you want to aim for the period after Christmas, the 28th, around noon or in the evening, look like good options, together with 31st before noon.

Other interesting observations

  • A surprising amount of fundraising is going on New Years eve! Especially compared with Christmas Eve. We expect fundraisers are sharing the fundraising page at new years eve dinner parties with friends.
  • Christmas really kicks in when Disney’s Christmas show is on. It airs at 15.00 in Sweden, and 16.00 in Denmark, which fits with our data, as this is when donation levels starts to drop. A coincidence? Maybe, but seen in the light of how popular these shows are, we doubt it.
  • There are not two days of Christmas, but three! It seems we are occupied by family matters and Christmas parties for an additional third day no matter what weekday the 27th is placed on.

The graph below is very detailed, so to see it in its full glory, click it to open the graph in its full resolution. The Y/vertical axis is % of the total December donations made in a given hour.

graph showing when to send your end of year giving appeal

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Jesper Juul Jensen

Jesper is the CEO of BetterNow and has been a part of BetterNow since it was founded in early 2011. He graduated in economics and management from Aarhus University in 2012 and wrote his masters about economic theories of the third sector. His goal is to make private giving and generosity a much larger part of our personal lives.

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