As the calendar year comes to a close, nonprofits everywhere prepare for one of the most critical times of the year for fundraising. According to the 2023 M+R Benchmarks Report, December alone brings in over 26% of annual nonprofit revenue, making it essential to create meaningful connections with supporters and maximize donations during these final weeks. From sharing impact stories to engaging in heartfelt holiday messaging, here’s how your organization can make the most of year-end giving and lay the foundation for an impactful new year.
Why Year-End Giving is Crucial for Nonprofits
Year-end giving season is a powerful time for nonprofits to connect with their supporters and reach financial goals. Here are some key stats that illustrate just how impactful this period can be:
- $3.6B was raised across North America on Giving Tuesday 2023 alone (Giving Tuesday, 2023).
- 97% of donors say knowing the impact of their gift is their biggest motivator to give (CCS Fundraising, 2023).
- 76% of volunteers also make financial donations to the organizations they support (CCS Fundraising, 2023).
- 60% of donors prefer to give online during the holiday season (Double the Donation,2023).
- 26% of annual revenue for nonprofits is raised in December (M+R Benchmarks, 2023).
- 10% of all donations are made in the last three days of the year (Double the Donation, 2023).
Essential Year-End Fundraising Strategies
1. Engage Supporters Through Email Campaigns
Email marketing remains a highly effective way to connect with your donor base. Use segmented lists to personalize your messages and create a series of emails leading up to December 31st.
- Thanksgiving Email: Express gratitude for your supporters’ impact over the past year.
- Impact Story Email: Share a compelling story demonstrating how donations have made a tangible difference.
- Final Push Email: Remind supporters that December 31st is the last day to give, emphasizing the tax benefits.
Example: “Your generosity has changed lives this year. Don’t miss the chance to continue making an impact—donate by midnight!”
2. Update Your Website for Year-End Giving
Your website should be optimized to capture the surge in visitors during the giving season. Add a prominent banner or pop-up directing visitors to your donation page and ensure your messaging emphasizes the urgency and impact of their gift.
- Donation Page: Make sure it’s user-friendly, mobile-optimized, and features inspiring visuals and compelling copy.
- Year-End Blog Post: Publish a post recapping the year’s achievements and inviting supporters to contribute to future success.
Example: Use phrases like “Your gift today builds tomorrow’s impact” to inspire generosity.
3. Utilize Social Media for Engagement and Awareness
Social platforms are perfect for building excitement, sharing stories, and highlighting your fundraising goals. Here are some impactful post ideas:
- This Year in Review: Showcase your achievements from the past year.
- Goal Countdown: Keep followers updated on your progress to build urgency.
- “Why I Give” Story: Feature personal stories from donors to inspire others.
Example: “We’re 75% of the way to our year-end goal! Your support can get us across the finish line.”
4. Incorporate Personal Stories and Gratitude
Thanking your donors and volunteers is key to retaining support. Share heartfelt messages of appreciation and highlight the human side of your organization.
- Personalized Thank-You Notes: Consider sending handwritten or customized emails to major donors.
- Volunteer Appreciation Post: Recognize those who help make your mission possible.
Example: “Your kindness fuels our mission. Thank you for being a part of our journey!”
5. Plan a Final-Day Push on December 31st
Use every channel—email, social media, and website updates—to emphasize that it’s the last chance to give for the year. Create a sense of urgency and emphasize that donations are tax-deductible.
Example: “Today’s the last day to make your 2024 gift count. Every donation helps us start strong in 2025!”
Turning Year-End Giving Into Year-Round Impact
Year-end giving is more than a seasonal campaign—it’s an opportunity to build lasting relationships, celebrate your organization’s achievements, and prepare for future impact. Use these final weeks of the year to tell your story, thank your supporters, and set the stage for even greater success in the year to come. With the right messaging and thoughtful outreach, you can turn this year’s impact into a foundation for the future.
