Month of Giving: Give Back to Charities This Holiday Season

When the air turns crisp, lights glow brighter, and we gather with family and friends, something deeper stirs inside many of us. In this season of giving, the concept of a month of giving takes on special meaning: it’s not just about buying for ourselves, it’s about giving back during the holidays, being intentionally generous, and practising giving to charity during the holidays when needs often rise. This is also the moment for charitable holiday giving that uplifts communities and transforms lives. For organisations like SAPA working to support Sudan, this holiday surge in giving matters more than ever.

Global Trends: Donation Increases During the Holidays

Let’s look at what the data tells us about giving patterns and how they swell during the holiday season.

U.S. and Western Context

• A report by Donorbox states that U.S. charities received an estimated $592.5 billion in 2024, up 6.3% over the previous year. 
• While that figure covers all months, much of the giving volume is clustered in the end-of-year period (Nov–Dec). According to Neon One benchmarks, organisations raise between 24% and 47% of their annual online revenue during November-December, and nearly 40% of all one-time online donations occur in December alone. 
• In one survey: 40% of Americans said they give more during the holidays; 65.8% preferred to support local causes in that season.
  
  

Global and Emerging Markets

• The World Giving Report 2025 by CAF notes that charities in lower-income countries are facing significantly increased demands even as global economic uncertainty looms. 
• A 2025 academic study found that in some countries over 58% of people report charitable giving, though this varies widely by country.
  
  • Eg: Egypt 58% in that sample.
  • Lower rates: South Africa, Philippines, Japan < 20% in that study.

These global numbers emphasise that giving is a worldwide phenomenon, but context matters. In emerging humanitarian-crisis contexts, the “month of giving” becomes a vital window to mobilise resources before year end.

Why Giving to Charity During the Holiday Season Matters

The holiday period is unique in the philanthropic calendar. According to research by the Charities Aid Foundation (CAF), the holiday season is “crucial for charitable donations” because donors are primed to think of generosity and community.
Here are a few reasons why:

1. Heightened awareness of others’ needs: 

The festive months often bring to mind those who may not have enough, and charities that work with marginalised groups see increased visibility.

2. Seasonal appeals and marketing: 

Many organisations launch special campaigns in November-December, capitalising on the sense of goodwill and the “end of year” mindset.

3. Tax considerations and year-end giving: 

In countries like the U.S., donors may be thinking about tax deductions or simply about closing the year with a meaningful act. 

4. Cultural and religious traditions: 

Many faiths emphasise charity and reflection at year-end or during major holidays; generosity is embedded in tradition.

5. “Momentum” effect / social norming: 

Seeing others give, hearing about campaigns, and being reminded of the issues creates a ripple of giving. Indeed, research shows that a substantial portion of annual donations is concentrated in just a few weeks. For example, according to the U.S. data from donor platform analysis, the last day of the year (December 31) alone can account for 5% of an organisation’s annual revenue. Another study found that in the U.S., 40% of Americans give more during the holidays, with local charities taking priority for many.

Why the Month of Giving Works: Psychological Motivations

1. Empathy and Salience of Need

When seasonal imagery, cold weather, family gatherings, and end-of-year reflection converge, many feel a heightened sense of empathy. Moreover, charitable appeals often emphasise “end of year” deadlines, urgent needs, or special matching programs, making the need salient and prompting action.

2. Social Norms and Shared Identity

Giving is socially reinforced. During the holidays, conversations about generosity, sharing, and gratitude become more prominent. A donor who sees peers giving, or social media posts about charity, may feel social encouragement (or even gentle pressure) to participate.

3. Emotional Regulation and Self-Concept

Many individuals view giving as a way to regulate feelings of gratitude, guilt, or privilege. For those in relative comfort, donating is a means to “give back” and align behaviour with values. In the holiday context, when we reflect on blessings, the urge to donate can intensify. According to CAF, 15% of year‐round donors said they donate because they feel fortunate and want to give back.

4. Temporal Framing & End-of-Year Accounting

The end of the calendar year acts as a temporal landmark: people think, “What have I done this year? What legacy can I leave?” That mental checkpoint triggers charitable behaviour. Many organisational appeals tap into this by emphasising “the month of giving” or “holiday campaign”.

5. Tradition and Ritual

For religious or culturally motivated donors, the holidays are a time of ritual generosity, giving charity is part of tradition. CAF found that among highly religious donors, 77% say tradition motivates their holiday giving. 

Given all these drivers, charities that time their outreach for the “month of giving” are tapping into potent psychological levers.

Why It’s Crucial for Charities (Especially in Crisis Zones)

When we talk about giving back during the holidays, for charities like SAPA, the stakes are high. Here are some of the key reasons:

– Demand Surges

In humanitarian contexts such as Sudan, needs accelerate at year‐end. Conflict, displacement, winter weather, food insecurity all intensify. The World Giving Report notes that charities in lower-income countries are seeing significantly increased demand.

– Budget Shortfalls & Planning Cycles

Many NGOs work on calendar-year budgets. Resources raised during the holiday season fund year-end operations and set the tone for the next year’s programmes. When holiday giving underperforms, it strains operations or forces cutbacks.

– Competing Appeals & Saturation

The season of giving is crowded: commercial, social, and charitable asks multiply. Charities must make themselves stand out, build trust, and lean into “why now” messaging. For SAPA, emphasising the crisis in Sudan and the urgency of medical/IDP support helps cut through.

– Long-Term Donor Retention

Holiday donors can become year‐round supporters if engaged properly. According to CAF, year‐round donors respond more strongly to direct appeals and have deeper emotional or habitual connections to giving. Engaging donors during the “month of giving” with the right narrative can convert one‐time seasonal giving into sustained support.

FAQs

1. What exactly is meant by the “month of giving”?

The “month of giving” refers to the time, typically between November and December, when individuals and communities come together to support charitable causes. It’s often called the season of giving because it coincides with the holidays, a period that inspires generosity, gratitude, and compassion. During this time, people intentionally focus on giving back during the holidays, not just to friends and family, but also to those in need through charitable holiday giving.

2. Why do donations often increase during the holiday season?

Donations tend to surge in the holiday season due to a combination of emotional and social factors. People feel more empathetic and thankful during this period, leading to higher motivation to help others. Cultural and religious traditions also emphasize generosity at year’s end, while some donors consider tax deductions or year-end giving goals. According to CAF America, the holiday season is “crucial for charitable donations” because it merges emotional reflection with social and financial incentives to give

3. How big is the increase in giving during the holiday months?

The increase is substantial across most countries. In the U.S., between 24% and 47% of nonprofits’ annual online revenue is raised in November and December, with nearly 40% of all one-time online donations made in December alone. Similarly, a UK survey found that 42% of people are more likely to donate at Christmas compared to any other time of year. This consistent global trend makes the month of giving one of the most impactful periods for charities.

4. What motivates people to give during the holidays?

The motivations are deeply psychological. Many people experience heightened empathy, gratitude, and reflection during the holidays, which drive them to act generously. Donating provides emotional satisfaction, often called the “warm-glow effect”, where individuals feel happier and more fulfilled after giving. Seeing others give also creates social momentum, as generosity becomes contagious during this season of giving.

5. Does this pattern of giving apply globally or only in Western countries?

While much of the existing data comes from Western countries, global trends show that this pattern is universal. A Nature Scientific Reports study found similar behavioural patterns across 22 countries, confirming that charitable giving, though culturally shaped, intensifies during symbolic periods of generosity.

6. What should donors consider when giving during the month of giving?

Donors should prioritise transparency, urgency, and impact. It’s important to support charities with verified accountability and clear missions. Evaluating how funds are used helps ensure donations create real change rather than symbolic satisfaction. In contexts like Sudan, where humanitarian needs are critical, contributions during the month of giving can make a tangible difference by funding medical supplies, food, and clean water.

7. How can charities maximize donor engagement during the month of giving?

Charities can make the most of the month of giving by timing their campaigns around emotional resonance and urgency. Storytelling plays a key role when donors can connect emotionally to real human stories, such as children or families being helped, they give more generously.

8. For a charity like SAPA working in Sudan, why is the holiday giving season particularly important?

For SAPA, the holiday season represents both a moral and financial lifeline. With over 25 million Sudanese in need of humanitarian aid and nearly 10 million displaced by conflict (UNOCHA, 2025), this season of giving allows global donors to mobilize vital resources when they are most needed. SAPA’s year-end appeals often fund critical healthcare, nutrition, and shelter programs for families who otherwise have no access to support.

9. Are there psychological reasons why younger donors give more during the holiday giving period?

Yes. Younger donors, particularly those under 35, tend to respond more to emotional storytelling and social influence. Research by CAF America found that younger adults make a larger portion of their yearly donations in November and December compared to older age groups. The digital nature of holiday campaigns, often on social media, also appeals to younger demographics who enjoy being part of a collective movement of generosity.

10. What is the best way for a donor to participate in the month of giving to maximise impact?

To make the most of the month of giving, donors should give early, give intentionally, and give transparently. Contributing to trusted charities ensures accountability and measurable outcomes.