Q: As the end of the year nears, what should nonprofits expect from a giving standpoint?

A: Those that held off their appeal campaigns in an effort to reduce expenses may discover a significant drop in revenue at year-end. Marketing is a rolling wave: what you spend today takes a while to work its way back to you in contributions. So, if you lost touch with your audience – and are counting on year-end contributions to roll in – it's best to reconnect with them right away. Another thing to consider is most people will be giving less, so if you have someone who donated $100 last year, plan for them providing a lower contribution at this time.

Remember that those who survive these trying times will emerge as stronger, more efficient organizations…and better fundraisers. You have a great opportunity to analyze your overall marketing campaign over the next few months, and to adjust your dollars where you're likely to receive the biggest bang for your buck.