Boost Year-End Giving for Your Nonprofit
As the calendar winds down, nonprofits enter one of the most critical fundraising periods of the year: year-end giving. Did you know 30% of annual charitable donations happen in December, with 10% coming in the last three days of the year?
With thoughtful planning, your organization can maximize impact and close the year strong. In this guide, the Dormie Network Foundation team—drawing on years of experience helping nonprofits raise funds—shares actionable tips, insights, and year-end fundraising strategies to help your organization increase donations, engage supporters, and finish the year on a high note.
What Is Year-End Giving?
Year-end giving refers to charitable contributions made in the final months of the calendar year—typically October through December—with a heavy concentration in December. This period is widely recognized as the most important for nonprofit fundraising.
Why Year-End Giving Matters
The end of the year is naturally a time of reflection and generosity. There are several key reasons why this period drives donations:
Spirit of Giving: Donors are more inclined to reflect on their impact and give generously.
Desire to End on a High Note: Many supporters want to close their year by making a positive difference.
Holiday Season & Gratitude: Thanksgiving, Christmas, and other holidays encourage acts of philanthropy.
Tax Benefits: Donors often plan contributions before year-end to maximize tax deductions.
Timeline for Year-End Giving
Planning is essential for a successful year-end fundraising campaign. Starting early in the fall season can make a significant difference. Here’s a suggested month-by-month timeline:
September: Audit your donor lists, segment audiences, and plan your year-end strategy.
October: Craft messaging, create content, and design campaigns for Giving Tuesday (the first Tuesday after Thanksgiving) and other initiatives.
November: Launch early campaigns, leverage direct mail, and build excitement with sneak peeks or donor spotlights.
December: Execute your Giving Tuesday campaign, follow up with personalized messages, and use last-minute appeals to maximize giving.
Strategies to Boost Year-End Donations
Build Smaller, Targeted Campaigns
Rather than relying on a single large push, run multiple smaller campaigns to engage donors consistently across touchpoints. This approach allows you to engage donors across touchpoints and create consistent, meaningful interactions throughout the season. Here are some ideas:
Host an event
Giving Tuesday – Giving Tuesday takes place every year on the first Tuesday after Thanksgiving. Nonprofits raised $3.6 billion on Giving Tuesday in 2024.
Social media campaign
Email series
Insight from Liz Norton-Scanga, Director of Operations: Strategic planning is crucial for all nonprofits. It helps align efforts with their mission, maximize limited resources, attract new donors and steward existing donors. Early planning for events or projects ensures alignment with your mission, maximizes resources, and provides a clear roadmap to achieve goals while adapting to challenges.
How to Organize a Charity Golf Tournament
Howie Hutchinson, Director of Philanthropy, recommends incorporating experiential fundraising into a campaign. Experiential fundraising elevates engagement by offering personalized, memorable experiences. It helps major donors feel like true partners, deepening emotional connections and turning them into lifelong advocates, ultimately driving larger gifts
Leverage Storytelling
Emotional, well-crafted stories motivate donors more. Share specific, emotional stories of how donations made a difference. Use visuals, short videos, or even audio clips. Make your donors the hero—use “you” language. Tailor stories to what resonates most with each donor; you know your supporters best.
Use Strategic Touchpoints: Email, Social, Mail, and More
A multi-channel approach ensures your message reaches donors where they are. Make the call to action clear, so that it’s easy for potential donors to take the next step.
Direct mail: Start in October with attention-grabbing appeals.
Email sequences: Maintain consistent messaging without overwhelming supporters.
Social media: Countdowns, behind-the-scenes content, and staff takeovers keep audiences engaged
Text or call: Ideal for lapsed or major donors
Tip from Audrey Musgrave, Director of Philanthropy: Tailoring messages for different donor levels is key because each group has unique motivations and giving capacity. Personalized communication shows donors that their support is valued and helps deepen their connection to your mission. Small donors may respond best to emotional stories and community impact, while major donors often seek strategic vision and partnership. By aligning your message with their interests, you build stronger relationships and encourage continued support.
Don’t Forget Matching Gifts and Challenges
Focus not just on increasing donor numbers, but also on boosting gift amounts. Use matching gifts or board member challenges to double impact and drive urgency. Include match progress meters in email communications and on your giving page.
Tip from Ben Parker, Director of Philanthropy: Streamline giving with a super ticket. It’s one of the most effective and psychologically positive golf tournament fundraising ideas you can implement.
Follow Up with Gratitude and Stewardship
One of the most critical outcomes of donor stewardship is creating a stable funding base. Meaning, through the ongoing interactions with your donors (particularly when it's tailored to their specific interests), you're establishing a strong foundation for financial stability.
Additionally, through intentional stewardship, you are establishing a level of trust and loyalty with the donor that creates long-term relationships and ultimately, dollars raised. Thanking donors promptly and meaningfully is crucial for long-term relationships:
Send real-time thank-you messages (emails, texts, phone calls).
Make a huge impact with handwritten notes
Share post-giving impact updates in early January.
Use this season as a bridge to longer-term relationships.
Use these 10 donor stewardship ideas and tips to power your purpose.
Insight from Mike Hewitt, Director of Philanthropy: It's vital to move beyond 'simple transactions.' Be prepared with timely responses or thank you notes, as well as detailed communication on where the dollars are going and the impact of their contribution.
Finish the Year Strong
The end of the year is your nonprofit’s moment to shine. With thoughtful planning, strategic storytelling, and consistent engagement, you can maximize donations, strengthen donor relationships, and set the stage for a successful year ahead.
Year-end giving conversations are the perfect opportunity to share a “sneak peek” of what’s coming next with key donors and invite their feedback. These conversations create meaningful touchpoints, allowing donors to connect more deeply with your mission—whether or not they result in a gift immediately. Every interaction counts.
If your organization is ready to elevate its year-end giving campaigns, the Dormie Network Foundation team is here to help. Explore our Resource Center for free tools, guides, and inspiration to boost year-end donations.
