End-of-year fundraising is always important, and this year it has added importance with organizations needing to make up potential COVID-19 related shortfalls. In today’s episode, Michael Johnston, founder of hjc, discusses some of the things that you should be thinking about when it comes to end-of-year giving and busts some common end-of-year fundraising myths.   Topics Discussed in This Episode: Why this year is the most important year for end-of-year fundraising What’s great about December donors What you can find in the End-of-Year Fundraising Toolkit How to make a holiday persona Mapping out the holiday journey The myth that holiday giving is only from October to December How end-of-year fundraising spans the wide spectrum of society Bringing different fundraising channels together Last-minute giving   Resources: Michael Johnston End-of-Year Fundraising Toolkit Last Minute Tips for Year-End Giving   Quotes:  “You might want to make a holiday persona or two.” “Don’t be afraid to make direct references, but still respect all religions and secular celebrations.” “People hold off on their giving until the last minute.”