December in Nigeria is always bustling with goodwill events, from Individual philanthropists and NGO charities to companies flooding the streets with charity drives, food distributions and CSR initiatives.

From these high-profile donation ceremonies to quiet acts of kindness, giving takes center stage at this time of the year. You might wonder why this surge in generosity seems concentrated in the final weeks of the year and what significance it has for the average Nigerian. Are these genuine commitments to social good, or merely a seasonal obligation?

Yes, Yes. We know December may be behind or still far ahead, whichever way you look at it; but it’s worth exploring the simplest reasons behind this seasonal generosity and dive into the more complex ones.

A culture of Generosity

You might have already guessed this one, but as Nigerians, you know that generosity is deeply ingrained in our culture and religion, it is second nature to us. From zakat in Islam to tithing in Christianity.

We take joy in helping others and strongly believe in the power of community. All these aren’t just sentimental –according to the World Giving Index 2024, Nigeria ranks third in Africa and fifth globally for the most generous country in the world. Whether it’s supporting extended family, helping a neighbor, or contributing to community projects, the culture of giving is alive year-round. However, December brings a unique intensity to these efforts.

IJGB Energy

December also brings back the IJGBs (“I Just Got Back”) — Nigerians living abroad who come home for the “Detty december” experience. Fueled by nostalgia and eager to make a difference in their communities. This influx of the diaspora likely plays a role in the heightened charitable giving. Abike Dabiri-Erewa, Chairman of the Nigerians in Diaspora Commission (NIDCOM) revealed that Nigerians living abroad spent about ₦60 billion during their visits to the country in December 2024. While we may not have exact metrics of what these amounts are spent on, it’s reasonable to assume that some of this money finds its way into charitable causes.

The December Effect

There’s just something in the December air and several factors contribute to the end of year giving spree. For one, December is synonymous with financial abundance. The 13th-month salary, year-end commissions, and business windfalls create a temporary liquidity boost, making generosity easier. The festive spirit of Christmas and New Year celebrations fosters a sense of gratitude and a willingness to share.

Businesses use December to reflect on their achievements and give back. Whether it’s through launching initiatives or teaming up with NGOs, they’re all about making an impact before the year ends. As an NGO founder, this is prime time to slide into conversations with companies looking to support meaningful causes.

Sustainability vs. Seasonal Giving

The influx of giving in December is quite commendable, but it raises concerns about the sustainability of it. If we can be this generous at the end of the year, why not extend that spirit throughout? Many beneficiaries of seasonal charity—orphans, displaced persons, and low-income families—face hardship year-round, not just in December. Short-term giving, while impactful, often lacks the continuity needed for lasting change.

For philanthropy to truly drive development, structured and sustained giving models are essential. Instead of one-off food distributions, investments in education, vocational training, and healthcare can create long-term impact. Companies can integrate CSR into their core operations rather than treating it as an annual PR activity. Likewise, individuals can adopt consistent giving habits, supporting causes beyond the holiday 

December—end of year giving—is a tradition that reflects our deeply ingrained generosity. But for charity to move beyond sentiment and truly create lasting change, we must rethink how we give. The real challenge isn’t about giving more in December; it’s about ensuring that our generosity extends beyond the festive season. A structured, year-round approach to philanthropy—one that prioritizes sustainability over seasonal gestures—won’t just make December special; it will make every month matter.