How to Start Preparing for Year End Giving NOW
The final stretch of the year can make or break your nonprofit’s annual fundraising goals. Year-end giving is not just a regular part of the cycle in your giving season; it’s the most important time. Nearly one-third of all charitable giving happens in December, and more than 10% of all donations occur in just the last three days of the year.
That means if you’re not preparing early, you’re likely going to leave substantial money on the table. The good news is thought that a strong year-end campaign doesn’t start with a panicked flurry of December emails.
You have plenty of time to do year end giving correctly, so here’s how to start preparing now to ensure your organization is ready to capture year-end generosity.
1. Review Your Donor Data and Segment Early
Before you write any appeals, start by reviewing your donor list. Identify lapsed donors, recurring donors, and mid-level givers who may be ready to move up. Segmenting your donors early allows you to tailor messaging and asks that feel personal and strategic when the busiest giving season hits. The benefit from doing this early is that your appeals are focused and non-rushed.
Look for trends like: who gave last December? Who increased their gift last year? Who hasn’t given yet this calendar year? These insights will help you prioritize outreach and set achievable, data-informed goals before the chaos begins.
2. (Potentially) Refresh Your Case for Support
Year-end appeals perform best when donors are reminded why their gift matters. Revisit your case for support now if it needs adjustments. Don’t wait until November to scramble for impact stories and later-this-year you will thank you.
Gather success stories, photos, and testimonials that show the difference your organization made this year. Update your language to be specific and donor-centric: “Because of you…” “Your support helped…” When December arrives, you’ll be ready to make an emotional and timely case for continued giving before the tax and calendar years are up.
3. Map Out a Communications Calendar
Successful year-end campaigns don’t happen by accident. They’re often planned weeks or months in advance. Start outlining your communications calendar now, including:
Giving Tuesday: Typically the kickoff for year-end appeals, it’s an opportunity to test messaging and generate early excitement.
Mid-December reminders: Ideal for stewardship and gratitude outreach before the final push.
Final three days of the year: The highest-volume period of giving. Plan multiple touches before these days, not just one email in the last moments of the year.
By planning your cadence now, you’ll avoid the last-minute rush and ensure every donor receives the right message at the right time.
4. Clean Up Your Online Giving Experience
When nearly 60% of donors have given online, your digital experience needs to be seamless. Test your donation forms, mobile responsiveness, and checkout process early. Eliminate extra steps, simplify the form fields, and make sure your “Donate” button is visible on every page.
Don’t underestimate the importance of small details. Seamless experiences in giving can boost conversions when attention spans are short these days.
5. Engage Your Board and Staff Now
Your team can be one of your most powerful fundraising assets. Engage your board early by asking them to make their personal gifts (if they haven’t made theirs already), share appeals, or sign personal notes for top donors. Train staff on stewardship and donor follow-up processes now, so when December arrives, everyone is ready to play their part.
Board engagement also sends a powerful message to donors. If your leaders are invested, others are more likely to follow.
Year-end giving is important and deserves early preparation. Start laying the groundwork now to kick off 2026 with the right momentum and budget.
Need help with your year end giving strategy? Send us a message and we would love to chat to learn more about your nonprofit!
