Supporters choose to donate to organizations for a variety of reasons. (Here's a list of a few.) One particular reason (number 6 from our lovely list) is this: People love tax deductions. 

And what's one thing all nonprofits have in common? All nonprofit organizations can fulfill this desire for their supporters just by being a 501(c)(3) (about.com has some info you can share with your potential donors about this).

Don't believe us that tax breaks are a major influencer? Network for Good processes 40% of its annual donations in the month of December, and the majority of that comes December 30 and 31. It's not exactly a coincidence that this time is right before the tax-year ends.

The summer months offer a perfect opportunity to start thinking about how to build those relationships with donors sooner (and stronger). These supporters may choose to donate now (try an email appeal!), or you may be able to stick in those procrastinators' minds when the holiday season rolls around. For our special "Holiday in July" issue, check out our five tips for kicking off your holiday fundraising:

  1. First things first: Make sure your organization can accept online donations. Though you're clearly getting on the ball by tackling end-of-the-year fundraising now, your donors may still put off "the give" until the last minute. Make sure they're going to a donation form/page they can trust. (That is, unless you want to take their credit card info over the phone at 11:30 p.m. on New Year's Eve. Your call!) We'll even give you two free months to try out our Custom DonateNow service.

  2. Determine the fixes/updates you can make prior to December to your organization's website. Can you make your donate button bigger? Do you need to add a "why give" page? We're not talking a website overhaul-just a few minor modifications you'll be thankful for a few months from now. Here are four basic tweaks you should tackle now.

  3. Become friendly with an email marketing tool. Read: We're not talking about Outlook. Comply with CAN-SPAM laws and make your subscribers happy. Give them content of value, in addition to sending them donation appeals. Learn to choose an email service provider that's right for you. Build your relationships sooner rather than later.

  4. Get your story straight. Put a face to your organization... or two or three of them. Highlight a volunteer, a person you've helped, a kitten you placed in a new home. These testimonials are great for all of the marketing materials you're building: website, letters, phone call scripts, etc. Here are a few tips for crafting your story.

  5. Make a plan. Tips 1-4 get right to the practical heart of your marketing strategy. Don't forget to take a step back to plan ahead. Do you have year-end fundraising goals? Do you know who or what you'd like to highlight? What positive information and updates will you highlight for your audience(s)? And, maybe most importantly, what are your donors looking for-news, updates, stories, numbers/figures/results of a past campaign? Ask your audience what they need and want from you and deliver it! They'll remember it when your well-crafted appeals start rolling in a few months.