Best Practices for Year-End Fundraising

The year-end appeal is one of the simplest, most direct and easiest-to-produce appeals of the entire year — not to mention one of the best revenue producers. Yet some nonprofits don’t do it.

Sometimes they think a Christmas or holiday appeal is enough, and they wonder about spending the extra money to send another appeal. They also worry about complaints from donors about too much mail and email.

But the fact is that your donors want to give. That’s why they’re on your list in the first place. Bottom line — you want to be in front of your donors in December. That’s when people are looking for a place to give, and you want to make that as easy as possible. 

Approximately 30% of the revenue a nonprofit generates happens between GivingTuesday and Dec.31, according to nonprofit software provider Classy. The money is there. It’s looking for a place to go where it can do some good, and that place can and should be your nonprofit. 

Year-End Messaging

While many of your other appeals during the year will be more relational, the year-end appeal is usually more transactional. That’s why the messaging for year end is often simple and straightforward, with an emphasis on:

• The urgency of the Dec. 31 deadline.
• Tax deductibility. (This is a part of most year-end appeals, even though deductibility requires itemizing. In the appeal and on the reply form, say something like “Donations postmarked before midnight Dec. 31 could be deductible on this year’s taxes.”)
• Helping the nonprofit end the year strong.
• Helping the nonprofit begin the new year in a better position to pursue its mission.
• Doing one more act of compassion before the year comes to a close.

You could include a story about someone who was helped, accomplishments that the donor made possible or other donor-focused elements if you’d like, but often it’s not necessary. At year end, the proposition you’re making to your donors generally boils down to something like: 

“Give your tax-deductible gift now before Dec. 31 to help us end the year strong, begin the New Year in a better position, and sustain vital programs that provide meals and care for hungry, lonely seniors.”

For most donors, this simple message is compelling. There’s the deadline, the benefits to the donor, the specific action to take, and the reasons to do it. All things proven to motivate donors to give.

Year-End Design

Depending on your brand and your donors, you could spend more for full-color photos, fancy graphics, inserts or other bells and whistles, but they’re probably not needed.

For the most part, the design of your year-end appeal should be simple and direct. For the outer envelope or the subject line, highlight the Dec. 31 deadline. 

For the letter, black type on a white page is best for readability. That also means no sans-serif fonts (much harder to read than serif fonts), no reverse type and no type smaller than 12 pt. And don’t confuse donors with photos of happy people when the topic is something sad, like hunger or poverty. 

For the response device or donation landing page, keep the visual emphasis on the Dec. 31 deadline. 

And avoid adding extra components in the appeal that aren’t related to year-end giving. This isn’t the time to put in an insert about planned giving, for example. Keep your donor focused on giving before Dec. 31. 

Year-End Online Fundraising

Though online giving declined slightly last year, according to M+R Benchmarks, traditionally online giving has been rapidly growing. In 2021, online giving had a record year, according to the Blackbaud Institute, so you’ll want to reach your donors online, especially with email. 

Your year-end emails can and should mirror your direct mail year-end appeal, with messaging that emphasizes many of the same points in your mail appeal, including the Dec. 31 deadline. 

When it comes to the sequencing of your emails, consider sending at least three year-end emails during the last week of December. The first email is usually a bit longer, and it includes the year-end copy points of ending the year strong, carrying out one more act of generosity and so on, along with a mention of potential tax deductibility and an emphasis on the Dec. 31 deadline. 

The second email is generally shorter and more urgent, while still emphasizing the Dec. 31 deadline. 

The third email is usually shorter still. Often sent on Dec. 31, this email includes references like “Only hours left,” “Give before midnight tonight” and “Deadline is today” — all to capitalize on the urgency of the Dec. 31 deadline.

Your year-end appeal is one of the most important and potentially one of the most profitable of the entire fundraising calendar. Why not use it to your advantage? Ask simply, directly and confidently. There’s no reason not to. Your nonprofit is doing good work, and your fundraising is crucial. You’re connecting need with action to create the opportunity for your donors to do good and make a difference in the world. That’s a laudable goal, and it’s one that clearly benefits us all.

The preceding blog was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.