Hey there! With the holidays right around the corner, I know that nonprofits are gearing up for the busiest fundraising season of the year. The end-of-year stretch is a prime time to maximize donations because people tend to be more generous, whether it’s because of holiday spirit, year-end tax deductions, or just a desire to give back.
As someone who’s worked with nonprofits for over two decades, I can confidently say there are some tried-and-true strategies that can help your organization make the most of this season. Let’s dive into how you can boost your end-of-year donations and finish the year strong.
1. Leverage the Holiday Spirit
People tend to be more charitable during the holiday season. The key here is tapping into the emotion and goodwill that come with the holidays. Create fundraising campaigns that tie into the themes of giving, gratitude, and community. Whether it’s through heartwarming stories of the lives your nonprofit has touched or creative holiday-themed campaigns, don’t miss the opportunity to connect emotionally with your donors.
Actionable Tip:
Create a campaign around “the season of giving.” For example, show how a donation in December will help provide holiday meals, gifts, or services to those in need.
2. Make It Easy to Give
This one’s huge. If your donors have to jump through hoops to donate, they might not follow through. Make the process as smooth and simple as possible. Use easy-to-navigate online donation platforms, ensure your donation page is mobile-friendly, and provide various payment options (credit card, PayPal, Venmo, etc.). It’s all about reducing friction so donors can give quickly.
Actionable Tip:
Add a “Donate Now” button to your website’s homepage, emails, and social media posts. Make sure it’s prominent and easy to find.
3. Use Matching Gift Campaigns
People love knowing their contributions will go even further, so take advantage of matching gift campaigns. If you have corporate partners or major donors willing to match donations, advertise this heavily. It motivates people to give because they know their impact will be doubled.
Actionable Tip:
Set up a “Double Your Impact” campaign and send targeted emails encouraging donations during the matching period. Highlight the deadline to create urgency.
4. Don’t Forget About Recurring Donations
While year-end donations are great, recurring donations are the gift that keeps on giving. Use this time to encourage supporters to sign up for monthly or quarterly donations. Emphasize that while a one-time gift is wonderful, a recurring donation ensures your nonprofit can continue its important work throughout the year.
Actionable Tip:
Offer an incentive for recurring donors—perhaps an exclusive thank-you gift, a shout-out, or access to a special event.
5. Segment Your Donor Base
Not every donor is the same, so don’t send everyone the same message. Use your donor database to segment your audience. Tailor your messages based on previous giving history, frequency, or engagement level. For example, you could send a special appeal to lapsed donors or a heartfelt thank-you note to regular supporters.
Actionable Tip:
For donors who’ve given in the past but not recently, send them a “We Miss You” message with an update on the impact their previous gifts had, along with an ask for their support again.
6. Create a Sense of Urgency
Year-end campaigns should come with a clear deadline. Remind your donors that the clock is ticking—not just for the holidays, but for those year-end tax deductions! Creating a sense of urgency encourages people to take immediate action rather than putting it off.
Actionable Tip:
Use countdowns in your emails and social media posts to let donors know how much time is left to donate before the year ends.
7. Say Thank You—and Mean It
Don’t underestimate the power of gratitude. Once a donor gives, make sure to thank them promptly and genuinely. A personalized thank-you message, whether via email or handwritten note, can make a lasting impression and build loyalty. It’s not just about closing out the year with donations—it’s about opening the door for future support.
Actionable Tip:
Send a thank-you email within 24-48 hours of the donation, and consider following up with a handwritten note for major donors. It’s a simple but impactful way to show appreciation.
Wrapping It Up
The holiday season is an exciting time for nonprofits—it’s when generosity is at its peak, and people are more open to giving back. By tapping into the holiday spirit, making it easy to give, leveraging matching campaigns, and building lasting connections with your donors, you can maximize your end-of-year donations and start the new year off on a high note.
At Incite Consulting, I’ve seen how nonprofits can truly make the most of this season with the right strategy. If you’re looking to elevate your year-end campaigns and finish strong, I’d love to help guide your efforts.
Let’s make this holiday season one for the books!
Talk soon,
Kari Anderson
Principal, Incite Consulting
