As the year winds down, nonprofits face their most critical period for fundraising—November and December. This is when donors are most inspired to give, making it a pivotal time to secure the support needed to sustain your mission.
While the holiday spirit certainly plays a role in driving generosity, successful year-end giving campaigns require much more than just good timing.
Year-end fundraising is about meeting financial goals, yes, but it’s also about deepening relationships with your donors and setting a solid foundation for the new year. To succeed, nonprofits must adapt to changing donor behaviors, anticipate challenges and create personalized, compelling campaigns that resonate on a deeper level.
Let’s dive into the strategies that can make this year-end giving season your most successful yet.
1. Give donors more payment options for donations
The ways donors choose to give have evolved significantly over the past few years. While traditional methods like checks and online gifts still dominate, alternative giving channels are growing in popularity. These include donor-advised funds (DAFs), IRAs, Apple Pay, Venmo and even cryptocurrency.
Each channel has unique advantages and challenges, but they all represent a tremendous opportunity for nonprofits to diversify their revenue streams.
For example, consider IRA donors. While the amounts given through this channel might start small—often in the $100 range—they signal potential for larger, planned gifts in the future.
These donors tend to be thoughtful and tax-minded, using the Qualified Charitable Distribution (QCD) option as a way to test the waters before committing to a more substantial gift. Recognizing and nurturing this potential is crucial.
Meanwhile, DAFs continue to gain traction, particularly among younger, tech-savvy donors. Many of these donors are contributing smaller amounts, sometimes as little as $10 or $25, but this shouldn’t be underestimated.
These gifts often represent the beginning of a longer-term relationship. The key is making it as seamless as possible for donors to give in the way that feels most comfortable to them.
By ensuring your systems can accommodate these giving methods and by tailoring your messaging to highlight the benefits of each, you’ll be well-positioned to capture these emerging donor segments.
2. Adapt your messaging to your audiences
A strong year-end appeal should strike a balance between general and targeted messaging. While broad-based appeals often resonate best during this time, targeted campaigns can be highly effective for specific donor segments.
For example, you might reach out to mid-level donors with a campaign highlighting a tangible project, such as funding a new food delivery van or building renovations for a shelter. This approach not only inspires giving but also strengthens the donor’s connection to your mission.
It’s also important to remember that while tax incentives play a smaller role for some donors due to changes in itemization laws, major donors and planned-giving prospects still highly value these benefits. Always consider the motivations behind each donor’s gift and tailor your stewardship accordingly.
Finally, the way you thank donors during year-end giving can make or break future engagement. A generic “thank you” won’t cut it. Instead, acknowledge the specific impact of their gift.
For example, if a donor contributes to your medical fund, follow up with a story about how their gift provided lifesaving care. If they supported your education program, share a testimonial from a student who benefited from their generosity. These personal touches deepen the donor’s emotional connection to your cause.
3. Be adaptable in your appeals
Capture attention quickly: Inboxes and mailboxes are crowded during the holidays. Your messages must cut through the noise. Start with compelling subject lines for emails and eye-catching visuals for direct mail. Personalization is key—addressing donors by name and referencing their past support immediately establishes a connection.
For example, instead of a generic, “Help Us Make a Difference,” try, “Jane, Your Support Can Provide 50 Meals This Holiday Season.” Specificity not only grabs attention but also makes the impact of their gift tangible.
Prepare for challenges: No campaign goes off without a hitch. Technical glitches, delayed emails or unexpected platform issues can arise. Have a contingency plan in place. If your email system goes down, are you prepared to pivot to social media or SMS messaging?
It’s also wise to test your systems ahead of time. Run trial donations through your website, double-check your links and ensure your thank-you emails are automated and accurate.
Embrace multichannel engagement: Today’s donors engage with organizations across multiple platforms. To maximize your reach, use a combination of email, direct mail, social media and even text messaging. Consistency across channels is crucial—your messaging and branding should be unified, regardless of the medium.
Overcoming donor fatigue
It’s easy to assume that donors are tapped out after the holidays. However, data tells a different story. Consumers continue to spend through Black Friday, Cyber Monday and other holiday events, demonstrating a willingness to invest in things they care about.
The same principle applies to philanthropy. Donors want to give—they just need a compelling reason. Your job is to provide that reason by highlighting the impact of their gift and showing how their support makes a difference.
As we approach Dec. 31, never hesitate to make the ask. Your donors care deeply about your mission, and year-end giving is their opportunity to make a meaningful impact. By focusing on strong messaging, personalized stewardship and adaptability, you can turn this season into a transformative period for your organization.
Let’s make these last few weeks count—not just for the funds we raise, but for the connections we strengthen with our donors.
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