Every year, as the holiday lights go up and calendars start to fill, something else begins to happen too: people give more. A lot more. In fact, December has consistently been the busiest and most generous month of the year for charitable donations.
And it makes perfect sense. The holidays inspire gratitude. Families gather, communities give back, and many of us feel a natural pull to support the causes that matter most to us. Add in the practical incentive of year-end tax planning, and December becomes the perfect time to make meaningful gifts.
How Giving Tuesday Fits Into the Story
Although December is the star of the giving season, the momentum kicks off a little earlier. Giving Tuesday, the Tuesday after Thanksgiving, was created in 2012 as a simple idea: after several days focused on shopping, why not dedicate a day to generosity? Today, it’s a global movement involving millions of people and thousands of organizations.
Why Giving Tuesday matters:
- It gets people thinking about giving early. Even if you don’t donate that day, it sparks the question: Who do I want to support this year?
- It helps charities launch their biggest campaigns, set goals, and kick off matching programs.
In many ways, Giving Tuesday is the unofficial “opening bell” of the charitable season.
Why So Many People Choose to Give in December
There’s something about this time of year that brings out people’s most generous instincts. As the year winds down, many of us reflect on what we’re grateful for and feel inspired to help others who may be less fortunate. The holidays also highlight cultural and religious traditions that encourage charitable acts and compassion. And on a practical level, December 31 is the last opportunity to make donations that count toward the current tax year, an important factor for those who itemize deductions or strategically use charitable giving.
Whether motivated by emotion, tradition, tax planning, or a mix of all three, December is a natural and powerful moment for giving.
How Charities Make the Most of the Giving Season
Nonprofits know the final weeks of the year are critical, and many plan months in advance to connect with supporters in meaningful ways. It’s common to see the following fundraising strategies:
Storytelling to inspire you. Beginning in late November, organizations share updates, impact stories, and messages that remind donors why their support matters.
Matching gift challenges. These campaigns, in which a sponsor matches donations, can be incredibly motivating because donors feel their contributions have twice the impact. (Scammers often imitate this approach, so staying alert is important. More on that in a moment.)
End-of-year reminders. Charities know how much giving happens during the final days of December, so they often increase their email reminders and social posts as the year winds down.
Be Careful of Holiday Scams
When generosity spikes, unfortunately, so do scams. Fraudsters know people are feeling rushed and emotional, and they take advantage of that.
Watch for:
- Emails or texts pretending to be from well-known charities
- Fake websites with nearly identical names (e.g., redcrosss.org – note the extra ‘s’ in the address)
- High-pressure tactics like “donate in the next 5 minutes!”
- Suspicious matching-gift claims
- Requests for gift cards, wire transfers, or unusual payment methods
Last year, we published an article entirely on this topic, and it’s just as relevant now: “Charitable Gift Giving: Opportunities and Scams.”
Staying vigilant ensures your generosity reaches the organizations that truly deserve it.
How to Make Your Giving More Strategic (and Tax-Smart)
Giving from the heart is always wonderful, but giving with a plan can make your impact even stronger. Many people use this season to review their financial picture and think about how charitable giving fits into their broader goals.
Here are a few smart strategies to consider (and discuss with your EKS Associates advisor):
- Time Your Gifts Wisely
Donations made before December 31 count toward the current tax year. For those who itemize deductions, this may help reduce taxable income. Some donors “bundle” multiple years of giving into a single year to exceed the standard deduction. Your financial planner can help determine whether this makes sense for you.
- Donating Appreciated Investments
If you have investments that have grown significantly, donating them directly (rather than selling them first) can help you avoid capital gains tax and may provide a deduction for the full market value. This is often more efficient than giving cash.
- Consider a Qualified Charitable Distribution (QCD)
If you’re age 70½ or older and have an IRA, a QCD allows you to give directly from your IRA to a qualified charity. This strategy can:
- Count toward your required minimum distribution (RMD)
- Reduce your taxable income
- Potentially lower certain tax thresholds, including Medicare premiums
For more on how QCDs work, read:
“Using QCDs to Reduce Taxes and Support Charities in Retirement.”
If you’re retired—or approaching retirement—this is absolutely worth exploring.
How EKS Associates Can Help Make This Season Meaningful
The holiday season is filled with tradition, reflection, and opportunities to give back, making it the perfect time to think about how charitable giving fits into your life and financial plan. When your generosity is guided by intention and supported by thoughtful planning, your gifts can have an even greater impact on the causes you care about and your long-term financial goals.
Whether you’re donating cash, gifting investments, setting up recurring contributions, or considering strategies like QCDs, your EKS advisor can help you:
- Give confidently
- Maximize available tax benefits
- Avoid scams
- Connect your giving to your personal values
- Build a charitable plan that feels intentional and fulfilling
At EKS Associates, we’re passionate about helping clients live meaningful, purpose-driven lives. Philanthropy is an important part of that—for many of our clients and for us personally. Giving back can take many forms: financial contributions, volunteering time, sharing knowledge, or supporting the causes that matter most. We’re honored to work with individuals and families who want to incorporate charitable planning into their financial lives, and we’re always here to help you craft a giving strategy that reflects your values and creates lasting impact.
