Is it holiday spirit or seeking better numbers on the tax return? Probably some of both. No matter the reason, the end of the year — particularly December 31 — is, by far, the leading day for online charitable donations.
One software company that operates online giving systems offered the following numbers for 2008: more than 13 times as many gifts on Dec. 31 than the daily average and 22.5 times more in money raised. A leading charity added that online is not the only route, with extra direct mail and e-mails the final week of the year also generating greatly improved responses.
The tax deduction certainly is a factor, but one fund-raising consultant was quoted as saying: "The broader base of givers doesn’t itemize, and so they don’t have tax considerations in mind. I think giving has just become part of what you do during this season."
Your thoughts: Big hearts or money talks?