We’re approaching the Giving Season, and if that stirs up a mix of emotions for you, you’re not alone.
For those who want to support meaningful causes and make a positive impact in the world, the Giving Season is a wonderful opportunity to learn about the incredible work being done locally and globally. We can see firsthand how much our communities are achieving.
However, it’s also common to feel anxious about how to get involved—what the best ways to contribute are, which causes to support, and how much to donate. Many people feel pressured to demonstrate their “good” during this time.
Nonprofits experience similar pressures. In fact, more than a third of annual donations to these organizations are made in December. As a result, many nonprofits find themselves in a high-stakes fundraising scenario where they must launch effective appeals repeatedly to meet their budgetary needs.
This situation is unfortunate for organizations that would rather focus on their missions than compete for a limited pool of philanthropic dollars. It can also lead to donor burnout, as people may feel overwhelmed by requests during the Giving Season and decide to block everything out or skip donating altogether.
While I understand how the Giving Season can become a source of stress rather than a joyful and generous time, it doesn’t have to be that way. Over the years, I have gained insights that help me approach the Giving Season with more ease. I want to share these with you so that this annual event can maintain its significance and impact.
Go beyond money—it’s about storytelling, too.
It often feels like Giving Season is solely focused on raising money (which is certainly important), but limiting the conversation to just finances misses the broader significance of this time. It’s also an opportunity to share the stories behind our causes.
For nonprofit leaders, storytelling is crucial for transparency and accountability. By reflecting on the impact they’ve made over the past year, organizations can highlight their achievements and demonstrate their value to supporters who have made their successes possible. As agents for social good, we must share our successes and challenges openly to build trust with partners and donors.
Additionally, this season is a chance for me to learn and reflect on the nonprofit work I care about but may not engage with as frequently. Life can get busy, and, understandably, we can’t always keep up with the latest developments. I see Giving Season as a time to engage with the stories these organizations are telling, explore ways I can support them, and help amplify their messages.
Despite the hardships we face, there is also much good to celebrate. Yes, Giving Season is about fundraising for nonprofits and donors, but it’s also a time to connect through stories that inspire us and strengthen our commitment to helping one another.
Giving as an ongoing practice
One way I’ve made the Giving Season more manageable is by changing how I think about and practice my support. It’s no longer just a moment for year-end check-writing; instead, it has become a year-round practice that incorporates multiple forms of giving.
A helpful framework for engaging in year-round nonprofit support is to consider the three Ts: time, talent, and treasure. If organizations create opportunities for people to contribute beyond just writing a check once a year, we can strengthen our connections and enhance our impact.
For example, I volunteer at a soup kitchen, sharing meals with those in need. I also participate in phone banking, which is a valuable option because it allows supporters to contribute from home and support efforts that are spread across different locations. I aim to engage in these activities throughout the year so that I don’t feel overwhelmed trying to do everything in the last month of the year.
Approaching the Giving Season this way makes it a lighter and more meaningful experience, with less pressure to accomplish everything at once.
We do ourselves a disservice if the Giving Season becomes the sole or all-important moment to connect with causes that matter to us. Instead, I hope the pressure will ease if we can view it as a deepening of what we do throughout the year.
As a nonprofit CEO, I would be remiss if I didn’t share ideas42’s story, which we’ll be doing in the coming days. I hope you’ll consider supporting us to use behavioral science for good in 2025.
A final thought: The flip side of giving is gratitude. And I want to recognize and thank those who make our work possible. Giving thanks is as much a part of the season as offering support.
So to our supporters, our partners, and the ideas42 team: Thank you. This has been an incredible year of learning, growing, and deepening our impact. It’s possible only because of a fantastic community that thinks critically, works hard, and gives freely to others.
I look forward to changing the world with you in the years ahead.
