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Every nonprofit leader knows the feeling. You plan a campaign, you send the emails, and then a holiday weekend arrives. Suddenly, donors are traveling, inboxes are ignored, and engagement drops.
Holidays can feel like lost time , but they don’t have to be.
The Seasonal Giving Slowdown
It is normal for nonprofits to see dips in donations and engagement around holidays like Labor Day, Thanksgiving, or the summer months. People are busy, routines change, and attention shifts away from your cause. For leaders, this can feel discouraging — especially when fundraising goals are on the line.
Studies show that giving often slows during summer and holiday weekends, only to pick up again around big seasonal events like Giving Tuesday or year-end appeals. This means nonprofits that push too hard during quiet times risk donor fatigue, while those that plan with timing in mind can come back stronger when attention returns.
The Hidden Opportunity
Here is the part many nonprofits miss: holidays are not just a barrier, they are an opportunity. While donor activity may be quieter, holidays create a natural moment for nonprofits to connect in a warmer, more human way.
Think about it: a short message wishing supporters a safe and happy holiday can strengthen relationships without asking for anything. A story about how your team or volunteers are celebrating the season reminds donors that your nonprofit is part of a community, not just an organization.
And when the holiday ends, analytics can help you time your next outreach for when donors are most likely to re-engage.
The Aha Moment: It’s About Timing and Tone
The key is not to push harder during holiday lulls, but to adjust your approach. Use holidays to build trust, share gratitude, and keep relationships warm. Then, when the timing is right, follow up with a clear and well-timed appeal.
Analytics makes this easier by showing when donors typically give, how engagement shifts around holidays, and where opportunities exist to reconnect.
Your Next Step
As Labor Day approaches, take a look at your calendar. Instead of worrying about the slowdown, plan one simple, personal touch for your donors — a thank you, a story, or a holiday wish.
Moments like these may not spike donations right away, but they build lasting loyalty. And that loyalty is what fuels sustainable growth year after year.
If you’re interested in exploring more on how nonprofits can avoid blind spots and uncover smarter strategies, check out our post on The Data Blind Spot: Why Nonprofits Are Still Making Decisions in the Dark
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Donorlytics helps nonprofits unify their data, uncover actionable insights, and automate what slows them down. Because decisions shouldn't be made in the dark.
