On Philanthropy: How to Succeed in the Giving Season

During the holiday season, our mailboxes are overflowing with catalogs, holiday cards—and requests for donations. At this time of year, when people are feeling most generous, nonprofits work hard to raise needed funds.

Although important to nonprofit budgets, most year-end giving is transactional rather than transformational. Donors give once—often devoid of strategy—and nonprofits receive a one-time donation. Next holiday season, the whole process starts over.

Donors who wish to truly maximize the impact of their giving must develop a strategic rather than a random approach to philanthropy. As with any important decision—investment, business or personal—a thoughtful longer-term strategy enables you to determine what you want to achieve and how to do so effectively.