It's just hours to the end of a year that most will be pleased to put in the rear-view mirror.

If you're like me, your inbox has been filling up this week with nonprofit fundraising asks: the secret of asking during the last week of the year is clearly out. And that prompts an obvious question.

How indeed to be heard in the din?

There must be more tactics in heaven and earth for design and message and creativity than are dreamt of in my philosophy, but I can tell you timing: ask today. I've received dozens of fundraising appeals this week from various sources but so far only a handful on New Year's Eve.

That's an opportunity being missed, at least for any 501(c)3 or other organization whose gifts have tax implications for the donors. In fact, you might want to ask twice today.

Dec. 31 is nonprofit fundraising day. Over 15% of the online gifts that DemocracyInAction recorded for its nonprofit members in all of December 2008 came in the last 24 hours of the year:

Oh, and the average per gift late in the last few days of the year is higher, too.

Don't have an e-appeal queued up today? Do yourself a favor and set up [at least] one before midnight.