Timing isn't everything but it does help and we need every grain of goodness we can get in 2020.  

Of all the emails I send to market CoMoGives (a local year end giving campaign that supports 142 nonprofits powered by the Community Foundation of Central Missouri):

GivingTuesday is the highest donation generating email, it brought in $25,715 in 2019. 

But New Year’s Eve is consistently the highest converting email. In 2019 the people who clicked to visit the website from that email had a 28.11% of donating.

But it’s not all about the money is it?  It’s about spreading the word.  Building awareness.  And you can’t do that with just two emails asking for donations.  You need a cadence to start the conversations flowing…

Here's the schedule I'd suggest for sending year end gift emails based on the data I've seen over the past 7 years of sending emails on behalf of the CoMoGives organizations. And since I wasn't sure if you'd believe me or not I called in for backup and Kathleen Murphy Toms with GivingTuesday had a thing or two to say as well about when and how many emails to send in the month of December.