A key element of the holiday season is giving – to loved ones, colleagues, communities, and causes. While billions of dollars are donated each year on GivingTuesday, Americans’ generosity continues throughout the season. In CAF America’s 2025 year-end giving research, we surveyed over 1,100 U.S. adults to better understand Americans’ giving habits and anticipated giving for 2025.

Knowing how to take advantage of this information and apply it to your strategy is key, so we’re going to recap the top five ways social purpose organizations can tap into American generosity this holiday season.

1. Create a unique end-of-year campaign

American generosity is at its peak at the end of the year, making it the ideal time to engage with them through a campaign that specifically connects with this concentrated giving season. A fifth of all U.S. donors only donate during November and December, and while the typical year-round donor gave $35 a month between January and October, that increases to $100 a month for November and December. Plus, U.S. donors are giving in increased amounts and supporting more causes than last year. This shows just how much of an opportunity social purpose organizations have to connect with U.S. donors through an end-of-year campaign.

2. Build connections with younger donors

There is truly no better time to reach out and connect with the younger donor demographic than the end of the year. U.S. adults under 50 tend to concentrate their giving in these last couple of months, and many do so exclusively during the holiday season. In fact, donors aged 18-49 make 50% of their annual contributions to charities during November and December. While all donor age groups give similar amounts during the holidays ($150 for each), donors under 50 will be harder to reach at any other time of year. Make a plan to start conversations more directly with this younger demographic so you can take advantage of the generosity cycle.

3. Nurture existing relationships

Your best pathway to increased generosity at the end of the year is through leveraging your existing relationships. Roughly half of American donors turn to causes they’ve given to before (54%) or have personal experience with when choosing causes to support in 2025. A further 36% turn to causes they hear about through friends and family. The existing relationships you have with donors and community members are essential for maintaining and growing your funding streams. Your biggest fans can grow your funding through positive word-of-mouth, and the more people who hear your name and what you are doing, the more opportunities you have to build connections.

4. Tell real stories with clear impact

Your story sets you apart from the millions of great causes and organizations out there – so use it! Be clear about what you do and the impact you have in your messaging. Roughly 70% of U.S. donors said they would give more if they had more information about how an organization operated and how their donation would be used. In addition, feeling an emotional connection to a cause is a key motivator for donating. Invest in improving your organization’s communications and learn how to tell your story effectively to unlock a deeper level of connection with current and prospective donors.

5. Partner with a U.S. organization

Support for international causes by U.S. donors has increased to 21% in 2025, and 56% of U.S. adults would consider donating to a charity responding to a crisis abroad. However, Americans are more likely to support international causes through a domestic charity rather than donating directly to one outside their home country. By partnering with a trusted domestic organization to facilitate giving, you can build confidence among U.S. donors, showcasing your charity’s validity and expanding your potential pool of donors.

Next steps

The holiday season is a special time to engage with U.S. donors, and it’s not too late to take advantage of this heightened generosity. Find ways to connect with younger demographics and plan ahead to build a campaign for the end of each year. Reach out to existing donors to strengthen your relationship or post a genuine story of the impact your organization is making on your social media pages. Armed with these tips and your mission, your organization can fine-tune your end-of-year fundraising strategy to better connect with the holiday spirit of generosity and charity in the U.S.