As the calendar winds down, nonprofits enter a critical period for fundraising. With only 20 days left in the year, now is the time for organizations to ramp up their efforts. Year-end giving is a golden opportunity to connect with donors and close out the year with a strong financial finish.
Why the Last Few Weeks of the Year Matter
The importance of year-end fundraising cannot be overstated. Consider these key statistics:
- 50% of all annual donations occur in Q4.
- 50% of those donations happen in December.
- 50% of December’s giving takes place during the last week.
- 50% of that happens on December 31st.
- And 50% of December 31st giving occurs between 6 p.m. and 11:59 p.m.
Why does giving spike at the end of the year? Donor stewardship and financial strategy play a major role. High-net-worth donors often manage their investments carefully, waiting until the last moment to maximize tax benefits. Nonprofits that remain visible and engaged during this period are well-positioned to capture those crucial end-of-year contributions.
Here are four proven strategies nonprofits can implement to ensure they finish the year strong.
- Send Handwritten Notes and Holiday Mail
In the digital age, a personal touch stands out. Sending handwritten Christmas cards or thoughtful notes can leave a lasting impression on donors.
While direct asks should generally be avoided in these messages, nonprofits can still include subtle giving opportunities, such as:
- A stamped return envelope
- A business card with a QR code linking to the organization’s donation page
These small gestures show appreciation while encouraging generosity without a hard sell.
- Make Personal Phone Calls
Phone calls are powerful tools for donor engagement, especially at year-end. A sincere “thank you” delivered over the phone—or even via voicemail—can strengthen relationships and remind donors of their impact.
Organizations that take time to personally reach out during this busy season often see these efforts translate into increased donations.
- Deliver Small Gifts to Key Donors
Identify 10 to 12 of your organization’s largest donors who are within driving distance. A small, thoughtful gift can make a big difference. Ideas include:
- Homemade baked goods
- A small plant
- An inexpensive gift paired with a handwritten card
Pro Tip: Keep the visit brief. Drop off the gift, thank the donor in person, and leave. This simple gesture shows genuine gratitude and often prompts immediate support. Many nonprofits report seeing donations arrive on their website before they return home from these deliveries.
- Send Personalized Text Messages
A personalized text message is one of the easiest ways to connect with donors. Short, thoughtful messages make donors feel valued and appreciated.
For example:
“Hi Jim, I hope you and your family have a wonderful holiday season. Thank you for your generous support. Your impact makes a difference! – [Your Name]”
Even if you’re working from home, take short breaks throughout the day to send these messages. Most phone numbers are cell numbers, regardless of what your CRM indicates. These texts are not just a nice touch—they’re often “money in the bank.”
Why Staying Top of Mind Matters
On average, a donor gives to 7–10 nonprofits at the end of the year. The difference between being one of their top five donations—or missing out altogether—often depends on whether your organization made a meaningful connection during this time.
Year-end fundraising success is about more than just asking for money. It’s about showing gratitude, strengthening relationships, and staying visible. These efforts ensure your nonprofit remains a priority in your donors’ minds during this critical giving season.
Finish the Year Strong
The final two weeks of the year can define a nonprofit’s success. With thoughtful, personal engagement strategies, nonprofits can make the most of this critical time. Don’t let off the gas—push through to the finish line.
Make the last days of the year count and set the stage for a successful new year.
Fit Fundraising works with nonprofits, large and small, in human services, international relief, advocacy and education. Founder Roy Jones has helped raise more than half a billion dollars over the last decade alone. Ready to elevate your fundraising efforts to new heights? Discover how Fit Fundraising can transform your results. You can reach Roy at rjones@fitfundraising.com.
