Effective Year-End Strategies to Implement Now - Part 2

If you’ve found yourself at year-end without a plan for donor outreach and year-end giving, this blog series is designed just for you. We’re exploring four steps to help you create a successful year-end fundraising plan—or a strategy that can be used anytime during the year. The reality for many nonprofits is that more than half of their annual contribution revenue comes during the last quarter. While that might not be the case for your organization, it’s true that many donors feel moved to make additional contributions during this season. Most aren’t driven solely by tax benefits, but it’s certainly a factor.

Review Your Goals
In the previous blog, we covered step one: reviewing your goals and setting an action plan. Once you’ve defined your year-end strategy, the next step is to plan your calendar.

Create a Strategic Calendar
Let’s revisit the example of a ‘12 Days of Giving’ campaign, where your goal is to close a $125,000 budget gap. When rolling out this effort to your friends and donors, it’s essential to start by outlining the existing calendar of communications and events for your organization.

• Layer and Segment: Align year-end messaging with your current events and campaigns.
• Integrate Your Campaign: Use existing opportunities like email newsletters or specific mailings to weave in your year-end asks. Leverage these opportunities to engage donors and encourage participation in your campaign.

Leverage Key Dates for Donor Engagement
Plan your calendar around significant dates in the final quarter. Ideally, your year-end calendar should kick off with thank-yous to donors leading up to Thanksgiving. Another key date is Giving Tuesday, a national philanthropic event that provides an excellent opportunity to amplify your message and boost donations.

Integrate Service Programs with Year-End Giving
If your nonprofit hosts community-centered drives—such as coats for kids or holiday meal baskets—don't view them as competition for your year-end giving campaign. Instead, weave these mission-driven programs into your messaging. Remind your donors that their contributions and volunteer efforts make these initiatives possible.

Looking Ahead
In our next blog, we’ll dive into storytelling and how to use it to further engage your donors. And don’t worry if you feel like you’re behind this year—these strategies can help build effective fundraising plans year-round. Stay tuned!

Timothy L. Smith