On December 31st there were 22 times more funds raised than the daily averages from the rest of the year. Timing is essential to get people to donate their hard-earned (or gifted) money for your organization. Supporters just received Christmas money, Christmas bonuses, gifts, etc. for the holidays so they know that they have a little bit extra to spend. While every day in the closing week of the year (including Christmas) saw a boost in average donations to organizations, the last three days of the year demonstrated the most striking increases. Bottom line is the final week of the year and in particular the final day of the year is colossal for fundraising especially online.
What should you do with this information?