End-of-year giving: Maximize your nonprofit’s online impact

The holiday season is a time for festive celebrations, family gatherings, and connecting with the people that matter most to us. It’s also the season for end-of-year giving, which makes it a critical time for nonprofit fundraising.

Nonprofits rely heavily on end-of-year donations to power them through the following year. Some striking statistics emphasize how important this season is:

• 50% of nonprofits receive most of their annual contributions in the year’s final quarter.
• 30% of annual giving occurs in December.
• 10% of donations happen in the last three days of the year.

Public Interest Registry (PIR) is the nonprofit that operates .ORG and the .ORG Family of Domains–which powers millions of mission-driven organizations and individuals worldwide. So, we fully understand how high the stakes can be this time of year. Here are some tips we’ve put together to help your nonprofit make the most of the giving season:

Understand the motivations behind December giving

Several key factors drive holiday and end-of-year charitable donations:

• Spirit of giving: The holiday season naturally inspires generosity
• Tax Benefits: Potential tax deductions encourage charitable contributions
• Emotional Connection: People want to make a meaningful impact before the year ends

Elle Lambert, Founder of The Pachamama Project, says, “Christmas is the most wasteful time of year. [That’s why] we’re creating opportunities for people to give to causes that matter—like education for a girl in Uganda or sustainable period products for women in refugee camps.”

Encouraging donors to consider charitable giving as an alternative to traditional gift-giving, especially among younger supporters who are increasingly mission-driven, is critical for all nonprofits. By understanding the unique dynamics of end-of-year giving and leveraging smart digital strategies, nonprofits can transform the holiday season into a powerful fundraising opportunity that extends their impact well into the new year.

Leverage this unique moment with a robust online presence that clearly illustrates your mission. Below are some steps to set your organization up for success.

Use a domain name that builds trust

Your organization’s domain name is more than just a technical decision; it is also critical to your branding and building trust with your audience. For mission-driven organizations, the .ORG domain extension has long been associated with nonprofits, social causes, and public interest initiatives, making it the ideal choice for organizations dedicated to making a difference.

By leveraging a .ORG domain nonprofits can create a more professional and trustworthy online presence, allowing organizations to reach more potential donors and achieve their fundraising goals.

There are multiple advantages to using your .ORG domain name for your fundraising campaigns:  

1. Professionalism and Trust

A custom .ORG domain reinforces branding and builds trust and credibility with potential donors. Donors want to be confident that they are giving to a legitimate organization and are likelier to trust a branded link than a generic one. You can even use a .ORG domain name (giving.pachamama.org) for your link in bio, which can significantly enhance a nonprofit’s fundraising outcomes, especially during crucial periods like end-of-year giving, compared to generic alternatives.

2. Enhanced Brand Recognition

With a custom domain, you can highlight your organization’s mission in every interaction. A domain like CleanOcean.org reinforces your cause every time someone sees it. It keeps your mission top-of-mind, even in casual browsing.

3. Customizable and Memorable Links

Short, branded URLs are easier for people to remember, type, and share. If you’re running a specific campaign, such as an end-of-year giving drive, a domain like giving.oceans.org is more likely to stick in someone’s mind than a long, generic link.

4. Ownership and Control

By using your own domain, you maintain control over your branding. Eliminate reliance on third-party domains that might limit customizability or change their terms unexpectedly. A custom domain also gives your donors a sense of security when they give to your organization.

5. SEO and Analytics Benefits

Custom domains can be optimized for search engines and paired with analytics tools to help you reach your target audience. You can track traffic to your link in bio page, helping you understand donor behavior and improve future campaigns.

Fine-tune your campaign branding

As nonprofits prepare for the crucial end-of-year giving season, every element of your digital presence should reinforce trust and credibility. Using branded short links helps create a more professional, secure experience that resonates with donors and strengthens your campaign performance.

When you transform generic URLs into branded links using your organization’s .ORG domain, you can:

• strengthen donor confidence with recognizable, secure links in your communications
• gain insights into giving patterns through detailed analytics
• maintain your professional image across social media and email campaigns
• connect physical materials to digital giving through custom QR codes
• update campaign destinations seamlessly while preserving your branded links

As donors increasingly prefer digital giving channels, maintaining a consistent, trustworthy brand presence is essential for campaign success. By focusing on these professional touches in your digital strategy, you can create a seamless experience that supports your mission of making a difference when it matters most.

Transform your giving campaigns this season with a custom .ORG paired with a branded link in bio. With Link Gallery you can customize your link in bio to drive 40% higher click-through rates.

Guest Author: Vinita Srivastava

Vinita Srivastava is Head of Global Strategic Partnerships at Public Interest Registry. Public Interest Registry (PIR) is a nonprofit that operates the .ORG top-level domain—one of the world’s largest generic top-level domains with more than 11 million domain names registered worldwide. .ORG is open to everyone, providing a global platform for organizations, associations, clubs, businesses and individuals to bring their ideas to life. PIR has been a champion for a free and open Internet for two decades with a clear mission to be an exemplary domain name registry, provide a trusted digital identity and help educate those who dedicate themselves to improving our world.