20 end-of-year DONORS, DATES & DRIVES

As the end of the year approaches, nonprofits are gearing up for one of the busiest—and most lucrative—times of the fundraising calendar. To make the most of this critical season, you must understand who you should target for your year-end campaigns and when to engage them strategically.

End-of-year fundraising is immensely powerful, with some statistics indicating that nearly 30% of all annual giving happens in December alone, and 10% of donations are made in the last three days of the year. Additionally, nonprofits often see up to 50% of their online revenue coming in during the last quarter of the year. This concentrated surge in generosity presents a unique opportunity to maximize outreach efforts and secure vital funding for the year ahead.

In this blog post, we'll guide you through the three key aspects of effective year-end fundraising: identifying the different types of donors to engage, leveraging key dates on the calendar to maximize your impact, and implementing effective campaign ideas to boost your fundraising results.

Part 1: Types of Donors to Engage at Year-End

1. Lapsing Donors

Lapsing donors are those who donated during the end of 2023 but have not contributed since. The end of the year is an ideal opportunity to reconnect with these donors. Something about the season and the opportunity for tax deductions inspires many people to give again. Use heartfelt messaging to remind them why they gave before and encourage them to rejoin your donor family.

2 . Year-End Donors

These donors contributed during last year's year-end but have also made a gift more recently. They are not in danger of lapsing but have shown a propensity to give during holidays. Engaging them with tailored messages can rekindle their generosity. Use a personal touch, referencing last year’s contribution and showing them how their support made an impact.

3 . Donors with Open Pledges

Some donors may have outstanding pledges they intend to fulfill before the year ends, especially if they seek tax deductions. This is a great time to send them a friendly reminder. Highlight the value of completing their commitment to make an immediate difference in your nonprofit’s mission.

4 . Recurring (sustaining) Donors

Here are two options for engaging recurring donors:

• Option 1: Ask them to increase their monthly gifts as we enter the new year. Use language that shows the ongoing need and the difference their increased support can make in the coming months.
• Option 2: Focus on thanking them for a wonderful year of support. Emphasize the impact they’ve made, and then in January, reach out again to ask if they would be willing to increase their recurring amount for the year ahead. This approach allows donors to feel appreciated before being asked to do more. Remind them that their ongoing support makes your work sustainable, and use this time to share any heartwarming stories or impacts they’ve helped make possible.

5 . New Donors from Earlier in the Year

If someone made their first donation earlier in the year, it is time to encourage a second gift. Thank them for their initial contribution and show them just how much more they can accomplish by continuing their support. The first-year experience is crucial to nurturing lifelong donors, and a year-end campaign can be a gateway to building that lasting relationship.

6 . Major Donors and High-Net-Worth Individuals

The end of the year is also a pivotal time to engage with your major donors. They may be making decisions about significant charitable contributions for tax planning purposes. Reach out with personalized messages, offer opportunities for exclusive impact updates, and let them know how they can be instrumental in your year-end success. Consider offering exclusive events or one-on-one meetings to engage them further.

7 . Program Participants

Focus on individuals who have joined, or whose family members have joined, your organization's programming but have not yet made a donation (or have not donated up to their capacity). Now is a good time for an end-of-year ask. Highlight their involvement and the difference their support could make, and invite them to support your cause through a meaningful contribution.

Part 2: Special Fundraising Dates to Leverage at Year-End

1 . November 1st - Early Start Advantage

The first week of November is an excellent time to kick off your year-end fundraising efforts, as it occurs before the heavy fundraising noise from other organizations. Many people have not yet allocated their year-end giving budget, making this a prime opportunity to capture their attention before they are overwhelmed with appeals. Engaging donors early can help establish your organization as a priority for their end-of-year contributions.

2. Thanksgiving (November 28)

Thanksgiving is an occasion for gratitude, which makes it an excellent time to reach out to donors with a message of thanks. Expressing genuine appreciation for their past contributions can set the stage for a year-end ask. It’s not just about the gift—it's about the value that their support has created.

3. Black Friday (November 29) and Cyber Monday (December 2)

While traditionally focused on consumer spending, Black Friday and Cyber Monday can be used as creative fundraising opportunities. Frame your message around the idea of giving back amid the shopping rush. Highlight how supporting your nonprofit makes a difference beyond material purchases.

4. Giving Tuesday (December 3)

Giving Tuesday has become a global movement encouraging generosity after the consumerism of Black Friday and Cyber Monday. It's a perfect time to launch a specific campaign with a strong sense of urgency. This day is often driven by matching gift opportunities, which can motivate people to give, knowing their donation will go further. Many people don't like Giving Tuesday due to a variety of factors.

5. Chanukah (December 25 to January 2)

Chanukah is a time of celebration and generosity for many. Highlight the themes of light, hope, and miracles, aligning them with your nonprofit’s work.

6. December 31st

The last day of the year is crucial for capturing tax-motivated donors who want to make a difference before the year ends. A countdown message on December 31st can create a sense of urgency, prompting last-minute gifts. Focus on how their donations are still impactful and how they can be a vital part of meeting year-end goals.

Part 3: End-of-Year Campaign Ideas for Nonprofits

1. Matching Campaign

Partner with a major donor or corporate sponsor to offer a matching gift challenge. This can effectively double the impact of individual donations and inspire a sense of urgency. Highlight how every dollar donated will be matched, emphasizing the multiplier effect to encourage contributions.

2. No One Left Behind Drive

Focus on ensuring that no donor lapses this year. Launch a major effort to personally reach out to every donor who contributed last year but hasn’t yet given in 2024. Use personalized messages, impact updates, and one-on-one communications to reconnect and retain these valuable supporters.

3. Year-Connected Campaign

Create a campaign connected with the year itself. For example, aim to recruit 2,024 donors by the end of December or gather donations totaling $20,240. This approach adds a symbolic goal and helps create momentum among supporters as they work together to reach a specific target.

4. Sustainer Drive

Set a goal to acquire a specific number of recurring donors by the end of the year. Emphasize the importance of sustained support and how recurring donations stabilize your organization’s work. Encourage one-time donors to convert into sustainers by framing it as a commitment to ensuring ongoing impact.

5. Storytelling Campaign

Provide five impactful stories demonstrating the breadth of your organization’s work across different categories. Let donors choose which area they want to support. By offering this choice, you empower donors to contribute to the causes they feel most connected to, while also showcasing the diversity of your impact.

6. Impact Report Campaign

Combine an end-of-year impact report with an appeal for donations. Share key achievements, metrics, and heartwarming stories that illustrate the effect of donor contributions throughout the year. Follow up the report with a direct ask, showing donors how they can help you reach even greater goals in the coming year.

7. Tax Deduction Reminder Campaign

Many donors are motivated by the opportunity for tax deductions. Remind donors that contributing by December 31st will qualify for a deduction in the current tax year. Use simple, straightforward language to highlight the financial benefit and the positive impact of their donation.

Conclusion

The year-end fundraising period is one of the best opportunities to engage donors at every stage of their journey. By understanding the specific groups you should target and leveraging key fundraising dates, you can make the most of your year-end efforts.

Be sure to take the time to personalize your outreach, express genuine gratitude, and create urgency with the timing of your appeals. With the right approach, this year-end could be your most successful yet!