The holiday season is a time for giving – not only to loved ones, but also to charity. In 2023, U.S. donors gave an astounding $3.1 billion to charitable causes on GivingTuesday (the Tuesday after Thanksgiving) alone. Historically, November and December have been the peak months for charitable giving, with many Americans making their most significant contributions during this period. To learn more about end-of-year giving, we surveyed 1,028 U.S. adults at the end of October about their charitable giving so far in 2024 and about their anticipated giving for the last two months of the year.

Key Insights on U.S. Charitable Giving in 2024

This nationally representative survey reveals the continuing importance of year-end giving:

• 57% of U.S. adults donated between January and October 2024
• 62% plan to make donations in November or December
• 15% of U.S. adults give to charity only during November or December
• By year’s end, 71% of Americans are expected to contribute to charitable causes

How Much Do People Give?

Contributions are often concentrated near the end of the year. The typical U.S. donor gave about $20 a month to charitable causes between January and October and anticipated giving $50 a month in November and December. Among year-round donors, an average of one-third of their total contributions occur during this period.

For some, the holiday season is the only time they give. About a fifth (21%) of U.S. donors report that their charitable giving occurs exclusively in November and December, meaning 100% of their donations occur at year’s end.

Young donors are especially likely to prioritize holiday giving. A typical donor under the age of 30 anticipates making half of their annual contributions in November and December. In comparison, donors aged 30-64 allocate about one-third of their annual contributions during this time, while those 65 and older dedicate only one-fifth of their yearly giving to the holiday season.

Why Is Giving Concentrated at the End of the Year?

End-of-year giving differs from charitable giving at other times of the year both in the number of people giving and the size of the donations. But, what about the end of the calendar year leads to these changes in charitable behavior? Some experts suggest the impending tax season, holiday bonuses, and the messaging around the various holidays drive the uptick in giving.

The Role of Religion in Holiday Giving

The holiday season is often treated as synonymous with Christmas, with movies, ads, and even coffee cups making reference to the holiday during November and December. However, there are many holidays near the end of the year spanning different religions and backgrounds. While giving and generosity are key elements of Christmastime, Christians are no more likely to donate at the end of the year than those of other religions or non-religious people.

Many religions encourage people to engage in charitable giving. We find that religious denomination is not what matters when it comes to holiday giving but rather how important religion is to a person. People who place high importance on religion are more likely to anticipate giving in November and December than those who don’t see religion as important in their lives (71% vs. 50%).

While religion plays a role in choosing to donate during the holiday season, it is less so a factor in how generous donors are during November and December. Donors regardless of their religion or religiosity donate similar amounts of money during the holiday season and comparable percentages of their annual giving are done in the last two months of the year.

Why Do Donors Give at the End of the Year?

A person’s reasons for giving can be deeply personal and unique to each individual. Still, a majority of year-end donors report feeling strongly about a specific cause (72%), wanting to help others because they feel fortunate (61%), and feeling good when they donate (56%) are major reasons why they plan to donate this holiday season.

For a deeper dive into this topic, see our blog on Why American Donors Give During the Holidays.

What Does This Mean for Charities?

The holiday season offers unique opportunities for fundraising success. Here are three actionable insights for nonprofits:

1. Leverage the Season to Engage Donors: November and December are prime months for connecting with both loyal supporters and new donors. Existing donors are likely to give more generously than at other times of the year, and a significant group of Americans exclusively donate during the holidays.
2. Focus on Younger Donors: The holiday season is the prime time young people give to charitable causes. The holidays are when adults under 30 are most active in giving, with half of their annual charitable contributions typically made during this time. Tailor campaigns to engage younger audiences, emphasizing causes they care about and the joy of giving back.
3. Embrace Religious Diversity: End-of-year giving is often influenced by religious motivation, but it spans many faiths and traditions. Fundraising campaigns can tap into religiously motivated giving, but should diversify the religious backgrounds they target. Highlight your organization’s values in a way that resonates across diverse religious backgrounds. Be thoughtful and inclusive, ensuring your message aligns with the beliefs and generosity of these potential donors.

The holiday season is more than a time for celebration – it’s a moment for meaningful giving. By understanding these findings, charities can create impactful campaigns that resonate with donors and inspire lasting change.