Year-end giving is the most important fundraising time of year for nonprofits. Donor research reveals that one-third of all charitable donations are made between October and December, with the majority occurring in December. Use these 10 proven strategies to maximize end-of-year giving for your nonprofit.
Practical Strategies to Maximize Your Year-End Fundraising Campaign
1. Personalize each communication.
In fundraising, one size does not fit all. Resist the temptation to treat all donors the same.
Donors who support your mission do so for multiple reasons and in a variety of ways. To raise more money, personalize each communication and fundraising request as much as possible. The more your fundraising strategies reflect a “show-me-that-you-know-me” approach, the more donors will feel seen, appreciated, and inspired to give.
2. Consider generational differences.
Younger donors approach giving differently than previous generations.
Generation Z and Millennial donors prefer mobile giving and hands-on involvement, often before they give.
Baby boomers value transparency and tend to appreciate a printed impact report.
By aligning your fundraising strategies with each generation’s motivations and preferred giving methods, donors are more likely to give.
PRO TIP: Read The Next Generation of Philanthropy to incorporate generational differences in your year-end fundraising campaign.
3. Segment donor lists.
Segmentation is an effective way to customize your fundraising message and solicitation method based on donor interests and giving history. This can include segmenting current and recent donors from prospective donors, so each group receives a request that reflects their relationship with your organization.
Consider segmenting first-time donors who are in the early stages of their donor journey with your organization. Another idea is to identify and segment donors who have made several single gifts below $100 and ask if they would consider a monthly gift.
Segmenting donors and tailoring fundraising messages to specific audiences will increase end-of-year giving results.
4. Add a match.
Matching gifts occur when a donor or funder agrees to match other donations dollar for dollar.
This is a win-win strategy.
Matching donors feel great when their larger investment is leveraged to inspire others to give and increase results. Donors giving at modest levels feel good knowing their gift will be doubled which can incentivize them to give more.
5. Encourage monthly gifts.
Monthly giving enables donors to make smaller, more frequent donations instead of a one-time gift. This makes giving easy, convenient and affordable for donors. It also benefits your nonprofit by generating predictable income, increasing connection with donors, and building donor loyalty.
Monthly donors are six to seven times more likely to leave your organization in their will, according to Erica Waasdorp, author of numerous books on monthly giving.
Consider combining strategies by asking a corporate donor or leadership giver to match monthly gifts based on the total amount raised or number of new monthly donors.
6. Leverage online giving.
The 2025 M&R Benchmarks Study reveals 40% of one-time online revenue is raised in December, and 12% of annual online revenue comes in the last week of the year. That’s why online giving should be a critical part of your year-end fundraising plan.
Begin by collaborating with IT staff to ensure your website and donation page are mobile friendly. Include a QR code in printed appeals that links directly to your donation page.
Ensure one-click access by adding a donate button that matches the theme of your year-end fundraising campaign to your homepage.
7. Include direct mail.
Direct mail fundraising remains an important tool in the fundraising toolbox. “In an omnichannel world, the print component of a donor journey is perhaps more important than ever,” says direct marketing expert Harry Lynch, CFRE, for AFP Global.
Surveys show younger donors are experiencing some digital fatigue, which is why physical mail can stand out when it feels personal. Avoid jargon like “systems change,” overused phrases like “now more than ever,” and tired messaging such as “on behalf of the board and staff.”
Write in everyday language, add a photo, include plenty of white space, and use a minimum 14-point font so your fundraising letter is visually appealing and easy to read.
8. Choose the best storyteller.
Begin by telling a story that powerfully demonstrates the impact of your mission and why the donor’s gift is so important, then carefully select the best storyteller.
Rather than your CEO, consider asking a board member, family member, parent, volunteer, or a respected community leader to amplify the story or tell their own about why they support your important mission.
9. Don’t overlook the thank you.
For every gift, donors deserve a freshly written thank you message, whether delivered by letter, email or text, that’s chock-full of passion and authenticity. Focus the message on what the donor’s gift makes possible rather than being a tribute to your organization’s good work. Simple as it seems, the best thank you messages are personal, conversational and make the donor feel valued and connected to your mission.
10. Measure results.
In addition to net dollars raised, consider these additional methods for evaluating the effectiveness of your year-end fundraising campaign:
- Increases in average gift size
- Donor retention rates
- Lapsed donor reactivation
- Number of new donors
- Cost per dollar raised
October 1 through December 31 is the best time of year to ask people to support your mission when they are most likely to give. Applying one or more of these proven strategies will help your nonprofit increase end-of-year giving results, deepen relationships, and build donor loyalty to support and sustain your mission.
