The end of the year isn’t just about wrapping presents and making resolutions. For nonprofits, it’s a major time of the year for fundraising (aka also time for a killer end-of-year giving marketing strategy).
To lay it out simply, many nonprofits raise a significant portion of their annual revenue in December alone.
M&R Benchmarks found that December was the most important month of the year for online revenue in 2024 with 40% of online revenue being received in the final month of the year.
Our own data supports this, too. We went back to the original panel of donors we examined in The Generosity Report to see how they gave on GivingTuesday, on the last three days of the year, and during the rest of December.
Of our original panel, 2,161 people made a gift in the last three days of 2024. 848 of them (that’s 39.24%) made at least one other gift during other days in December. Of this panel, the average person gave $351.60 during the last three days of the year, and the median gift size was $103.66.
This all points to the fact that December provides a huge opportunity for fundraising. But that also means that the pressure is on during this time of year. Every nonprofit is running end-of-year fundraising campaigns!
How do you cut through the noise and make your message heard?
It all comes down to a smart, intentional, and well-timed end-of-year giving marketing strategy.
Why End-of-Year Giving Is So Compelling
Before we dive into how to market your end-of-year giving campaign, let’s talk about why it’s such an important time of year.
Understanding what drives end-of-year giving can help you craft more effective messages and connect better with your audience. A few factors that lead people to make donations in December include:
The Spirit of Giving
The holidays naturally inspire generosity and reflection. People are often more open to helping others and want to end the year on a meaningful, generous note.
Tax Benefits
Many donors, especially those who itemize, are motivated to make a final donation before December 31st to receive a tax deduction for the current year. It’s a practical reason that often spurs last-minute gifts.
The Final Stretch
December is also the last chance for your organization to meet its annual fundraising goals, and that means that donors receive lots of appeals during this time of year. People tend to give when they’re asked, and the increase in fundraising activity during December drives a ton of donor engagement.
A successful campaign can fund operations for the months and year ahead and allow your organization to continue your work (and hopefully even do more!) in the new year. But, to do that, you’ll need to put together a plan for reaching your supporters and inspiring them to give.
The Power of Multi-Channel End-of-Year Marketing
To reach your donors where they are, you can’t just rely on one communication method. A multi-channel strategy, which uses a variety of different communication platforms together, is key.
Here are some common channels you’ll want to include in your strategy.
Email tends to be donors’ most-preferred communication method, so this should serve as a core channel. You should strategize and send a series of emails that build on each other.
Early in the fall, you can start building awareness around your campaign. Your goal is to get both GivingTuesday and end-of-year giving on your donors’ radars so they’re more likely to see, engage with, and support those campaigns later on.
Need some help? We’ve created a GivingTuesday Planning Toolkit to help you plan and execute your email plan. The toolkit contains email templates that are easy to use for GivingTuesday, plus tips and tricks for continuing to engage donors throughout the month of December.
Direct Mail
Snail mail can feel outdated, but don’t underestimate the power of a physical letter. A well-crafted appeal that tells a personal story can make your ask stand out to donors and lead to bigger gifts.
If you’re new to writing donation letters, our Beginner’s Guide for Donation Letters can provide some basic pointers.
If you’ve written donation letters before but want a hand getting your year end fundraising letters ready to roll, we’ve got you covered!
Social Media
Platforms like Facebook, Instagram, and TikTok can be powerful tools for telling your story with visuals. They provide an opportunity to share compelling photos, short videos, and impact stories that show exactly what someone’s donation can do.
We’ve created some templates to help you out here, too! Our GivingTuesday Planning Toolkit includes social media templates for GivingTuesday, and they can also be revamped to carry through the end of the year as well.
Text Communication
When the end-of-year countdown begins, speed is everything. That’s where text messaging comes in. You can use text messages to send urgent, time-sensitive appeals directly to your supporters’ phones. It’s a quick and easy way to remind donors to give, which makes it the perfect tool for that final push to meet your fundraising goals.
Core Strategies for a Winning Campaign
No matter which channels you use, here are a few strategies to keep in mind that will make your end-of-year giving marketing more compelling and effective.
Tell a Compelling Story
People give to people. When possible, try to focus on a single person, family, or people-like characters (i.e. animals or pets), that you have helped and tell their story.
Storytelling can help to make your mission tangible and emotionally resonant. When you make the impact of a potential donation feel personal, it can inspire people to give (and to give more).
Focus on the Donor’s Impact
Fundraising shouldn’t be focused only on your organization’s work. In fact, you should try to focus on your donor’s impact, not yours!
Use “you’ language to put your donors at the center of your story and reiterate their direct connection to your work. Instead of saying, “We helped 100 people,” try phrasing it as, “Because of you, 100 people received help.” This small shift in language makes the donor feel seen and valued, which reinforces their sense of purpose.
Make It Easy to Give
Let’s be real: nobody will stick around to give a gift if they have to jump through a ton of hoops to do so.
When a donor has been inspired to give, your donation page is the final step of their journey. You want to make sure it’s simple and easy to use so that it converts interested people into actual donors. You’ll also want to make sure that your donation page and forms are mobile-friendly, clearly branded with your logo, and incredibly simple to use.
Offer multiple payment options, and consider adding a prominent option for recurring gifts. The fewer clicks it takes for someone to donate, the more likely they are to complete their gift.
Emphasize Matching Gifts
A matching gift can also be an opportunity to supercharge your campaign. Highlight this opportunity in all of your communications, as it’s a great way to motivate donors to give more. It’s a simple and effective way to allow donors to double their impact!
A Sample Timeline: When to Do What
Your year-end campaign is a marathon, not a sprint. By creating a plan and starting your preparation early can help set you up for success. But don’t forget that even the best made plans can go awry! Make sure to stay flexible and adaptable as your plan doesn’t have to stay set in stone.
As you look at the fall, here’s what we suggest that you prioritize in each month.
September and October
Start planning! This is when you should set fundraising goals, gather stories, and finalize your messaging. It’s also a great time to decide who will handle what parts of your campaign and make sure your team is clear on what’s coming up.
November
Begin to share what you’ve accomplished already this year, then preview what your goals are for GivingTuesday and your end-of-year campaign.
You also should be working behind the scenes to lay the groundwork for December. Take some time to check off some administrative work that will set you up for success:
- Prep your donation page: Make sure your donation form is easy to use and mobile-friendly. Double-check that all your payment options are working correctly. Have members of your staff test the page and form to make sure it’s working properly (and that donors are receiving receipts and thank you messages that you want them to receive).
- Segment your donor list: Go through your donor database and segment your contacts based on past giving history, engagement, or other factors. Getting your donor lists ready ahead of time will allow you to send more personalized, effective appeals later on.
- Schedule your social media posts: Get a head start on your social media content. Schedule key posts, stories, and videos for GivingTuesday and the rest of the month so you’re not scrambling to create content last-minute.
- Send a soft launch appeal: Send an initial email or direct mail piece to loyal supporters that focuses on your mission and the coming campaign, but without a heavy ask. This can help place your organization on your donors’ radars early and put you front of mind before they start receiving appeals from other organizations in December.
Giving Tuesday, December 2, 2025
This global day of giving, which falls on the Tuesday after Thanksgiving (December 2nd this year), has become the official kickoff to the year-end giving season. Think of it as a catalyst to start your end-of-year campaign.
It’s a great day to connect with your existing supporters, acquire new donors, and rally your community around your cause.
By leveraging the momentum and energy of this one day, you can set the tone for your entire end-of-year campaign.
Get Your GivingTuesday Templates, Guides, and More!
Neon One’s GivingTuesday Resource Center has all the resources you need to craft an unforgettable campaign and kick off your year-end giving push.
The Rest of December
Once GivingTuesday is over, it’s time to ramp up your appeals throughout the month and build momentum to your final push. Send your most urgent appeals in the last few days, especially on December 31st.
During this time, you should ramp up your email cadence. Send multiple appeals, especially leading up to and on the 31st, that invite people to support your work both now and in the coming year.
You can also highlight matching gifts, if you have that option, to motivate donors to double their impact by making a gift.
Into the New Year
The work doesn’t stop on January 1st! This is when you focus on retention and engaging your new supporters to build a relationship that lasts all year.
Send heartfelt thank-yous when gifts are made and consider sending a second thank-you that highlights the impact that the donor made with their gift.
You can also start the year with a welcome series to new year-end donors. Create a simple welcome email series where you introduce them to your mission, share a few key success stories, and make them feel like part of your community.
The New Year is also a great time to share your vision for the year ahead!
A One-Stop Shop for End-of-Year Giving Marketing
By following these strategies and creating a thoughtful plan, you’ll be well on your way to ending the year strong ( not to mention starting the new year off strong with the resources you need to continue your work!)
That said, it can be easy to feel overwhelmed. Just remember: you don’t have to build your entire strategy from scratch. Our GivingTuesday Resource Library is a one-stop shop for all the tools, guides, and inspiration you need to nail your GivingTuesday campaign, and it’ll include tons of resources for the end of the year, too. Consider it your trusted partner for the entire giving season. Take a look and get ready to make an impact!
