For many Canadian charities, the last quarter is the most important fundraising period of the year. In 2023, Canadians donated a record-breaking $12.8 billion, up $1.35 billion from the year before, but the CanadaHelps Giving Report 2025 warns that fewer people are giving overall, even as the average gift amount rises. This means year-end fundraising is not just about raising funds; it is about strengthening relationships and building a broader base of support.
Here is a practical step-by-step plan to help your team prepare, with examples you can put into practice immediately.
1. Audit last year’s results
Review your past two or three year-end fundraising campaigns. Look for:
- Which channels brought in the most revenue
- Which audiences were most engaged
- Which appeals converted best
If you only tracked total dollars raised, go deeper this year. Break out performance by channel and donor segment so you can make more targeted decisions.
2. Build your campaign calendar now
A clear timeline keeps the team on track and prevents last-minute scrambling. Here is a sample year-end fundraising campaign calendar you can adapt:
| Week | Date Range | Key Activity | Channels |
| Week 1 | Nov 25–Dec 1 | Pre-launch teaser + GivingTuesday campaign announcement | Email, social |
| Week 2 | Dec 2–3 | GivingTuesday campaign push | Email (2 sends), social (multiple posts), website update |
| Week 3 | Dec 4–8 | Share an impact story + introduce monthly giving | Email, social |
| Week 4 | Dec 9–15 | Corporate matching spotlight | Email, LinkedIn, direct mail insert |
| Week 5 | Dec 16–22 | Volunteer appeal and peer-to-peer fundraising push | Email, social |
| Week 6 | Dec 23–24 | Last call before holidays | Email, social |
| Week 7 | Dec 30–31 | Final “give before midnight” appeal | Email, social, homepage banner |
3. Segment and personalize
Simple segmentation can make a big difference. Consider these groups:
- Recurring donors (invite them to increase their monthly gift)
- New donors from this year (thank them and invite another gift)
- Lapsed donors (welcome back message)
- Volunteers (highlight the impact of financial support)
Personalized outreach signals that you see donors as partners, not just transactions.
4. Optimize the giving experience
- Keep donation forms short
- Add a strong monthly giving option
- Enable digital wallets like Apple Pay, Google Pay, and PayPal
- Create a dedicated year-end fundraising form with a custom URL so you can track results
5. Launch with GivingTuesday
GivingTuesday is an ideal start for your year-end fundraising push. In 2024, Canadians donated $482 million through CanadaHelps alone, up 7 percent from the year before, with much of that surge happening after the Canada Post strike disrupted direct mail (CanadaHelps, 2025). Use the day to launch your campaign, then follow with consistent weekly touches.
6. Engage corporate and peer-to-peer supporters
- Ask donors to check for employer matching programs and provide a link in every email and receipt
- Recruit volunteers or board members to create personal fundraising pages they can share with friends and colleagues
7. Steward in real time
Send a thank-you email within 48 hours of every gift, followed by an early January update sharing campaign results and next steps. Quick, thoughtful stewardship turns one-time donors into long-term supporters.
Making Every Moment Count in the Year-End Rush
Year-end fundraising is not just about urgency; it is about clarity and connection. With a clear plan, segmented outreach, and an easy giving experience, you can make the most of this crucial season.
If your organization needs a strategic partner to design and execute a year-end campaign that delivers results, Anchor Marketing can help. We work exclusively with charities and nonprofits to build campaigns that connect with donors and drive measurable growth. Contact us to start planning today.