December 31 is coming. Is your nonprofit ready?
Here we are again. October. The holidays are around the corner, Giving Tuesday is approaching, and if you're like most nonprofit leaders, you have about 77 things on your to-do list. Somewhere on that list is your year-end fundraising campaign.
Maybe you've started planning. Maybe you've been meaning to start. Or maybe you're hoping you'll somehow find a few extra hours in the day between now and December. Sound familiar?
Here's the good news. You still have time, and you don't need a complicated fundraising strategy, a huge development team, or a massive marketing budget to have a successful year-end campaign. What you do need is a clear plan. You need to know who you're asking, what you're asking for, and why someone should care.
In this post, I'm going to walk you through a practical, 10-week year-end fundraising plan that you can actually follow. I've also included some AI prompts to help you save time along the way, because I know you've got plenty of other things on your plate.
Why Year-End Fundraising Matters So Much
Let's start with a few numbers that should get your attention. According to the M+R Benchmarks 2026 report, nonprofits received 37% of their annual online fundraising revenue in December 2025. That's more than one-third of their online fundraising revenue in a single month! And 10% of their annual online revenue arrived during the final week of the year.
Meanwhile, the Fundraising Effectiveness Project reported that total dollars raised increased in 2025, even as the number of donors declined. What does that mean for your nonprofit? It means your relationships with your existing donors are more important than ever.
Of course, you want new donors. We all do! But please don't get so caught up in finding new supporters that you forget about the people who have already demonstrated that they believe in your mission. Those relationships are worth their weight in gold, and year-end fundraising is one of your best opportunities to strengthen them.
Here's something else I want you to remember. Year-end fundraising isn't about sending a desperate email on December 30 and crossing your fingers. It's about building relationships, sharing your impact, and giving people multiple opportunities to support a mission they care about.
So let's talk about how to make that happen.
Step 1: Set a Fundraising Goal That Actually Means Something
October 22–28
Before you write an appeal, design a graphic, or start planning your Giving Tuesday social media posts, I want you to answer one question. What are you trying to accomplish?
And please don't tell me your goal is to raise as much money as possible. That's not a fundraising goal. That's wishful thinking.
Your goal needs to be specific, measurable, and connected to something your donors understand. For example, instead of simply saying, "We want to raise $50,000 by December 31," try something like, "We need to raise $50,000 to provide 200 families with emergency housing assistance."
See the difference? One tells donors how much money you want. The other tells donors what their money will accomplish. And that's what people care about.
Start by reviewing last year's campaign. How much did you raise? How many people donated? What was your average gift? Which donors gave larger gifts? Were there donors who gave the previous year but didn't give last year?
Use that information to establish a realistic goal. If you raised $30,000 last year, setting a goal of $150,000 without identifying where those additional donations will come from probably isn't your best strategy. Could you raise that much? Maybe. But your goal needs to be supported by an actual plan, not just enthusiasm.
Once you've established your goal, create a simple case for support that explains what you're raising money for and why it matters. This message should guide everything you communicate throughout your campaign, from emails and social media posts to personal conversations with donors.
Your Action Steps
- Review last year's year-end fundraising results.
- Set one clear financial goal.
- Identify what those dollars will support.
- Write a compelling statement explaining why the campaign matters.
- Share your goal and campaign message with your staff and board.
Let AI Help You Set Your Fundraising Goal
Step 2: Stop Treating All Your Donors the Same
October 29–November 4
I want you to think about two donors. One has supported your organization for ten years and gives $5,000 annually. The other made their very first $25 donation three months ago. Should they receive exactly the same year-end fundraising appeal?
Probably not. Yet I see nonprofits do this all the time. They export their entire donor database, write one fundraising email, send it to everyone, and hope for the best.
Here's a better approach. Divide your donors into a few manageable groups based on their giving history and relationship with your organization. You don't need expensive fundraising software or a complicated system to do this. Even a basic spreadsheet can help you be more intentional about your outreach.
Five Donor Groups to Consider
1. Major and mid-level donors
These supporters deserve personal attention. Pick up the phone, schedule a visit, or send a handwritten note. Talk about what their previous support has accomplished and invite them to consider another meaningful gift. For donors who use donor-advised funds, make sure they know your organization can accept those grants, if applicable.
2. Loyal annual donors
These are the people who have consistently supported your mission, sometimes for years. Make sure they know how much you appreciate that loyalty. Remind them what their gifts have made possible and invite them to renew their support.
3. Monthly donors
Your monthly donors are already demonstrating an ongoing commitment to your organization. Thank them for being there month after month, and consider inviting them to make an additional year-end gift. Just remember that these supporters are already giving. Don't make them feel like their regular contributions aren't enough.
4. Lapsed donors
Somewhere along the way, these supporters stopped giving. Maybe their circumstances changed. Maybe they became interested in another cause. Or maybe your organization simply stopped communicating with them. Whatever the reason, reach out and reconnect. A thoughtful message about the impact of their past support is a much better approach than making them feel guilty for not giving.
5. First-time donors
These donors are still getting to know your organization. Your first priority should be helping them feel appreciated and connected to your mission. Share the impact of their first gift and invite them to continue being part of your work.
You don't have to create five completely different fundraising campaigns, but you should make an effort to personalize your communications. Even small changes in your messaging can help donors feel recognized and valued.
And here's one more thing. If you haven't spoken to a major donor all year, please don't make your first conversation a request for money. Relationships need attention before you need something.
Your Action Steps
- Review and update your donor database.
- Divide donors into a few manageable groups.
- Identify supporters who deserve personal outreach.
- Tailor your campaign messages to each group.
- Assign responsibility for donor communications.
Let AI Help You Personalize Your Outreach
Step 3: Give Your Board Something Specific to Do
November 5–11
Ah, board fundraising. One of my favorite topics, and one of the biggest headaches for nonprofit leaders everywhere.
Let me guess. You've told your board how important fundraising is. You've reminded them that they have a responsibility to support the organization. Maybe you've even included fundraising expectations in your board member agreement. And yet, when it's time to actually raise money, you hear crickets.
Here's something I've learned after years of working with nonprofit boards. Many board members aren't unwilling to help with fundraising. They're afraid of it.
They're uncomfortable asking their friends for money. They don't want to appear pushy, they're worried about being rejected, or they simply don't know what to say. And sometimes, we make the situation worse by telling them to "help with fundraising" without explaining exactly what that means.
So let's change that. Instead of giving board members a vague fundraising responsibility, give them a menu of specific activities they can choose from.
Ways Your Board Can Support Year-End Fundraising
- Make a personally meaningful year-end donation.
- Call five donors to thank them for their support.
- Send personal emails to friends and colleagues who may be interested in the mission.
- Introduce the organization to two potential supporters.
- Share campaign posts with a personal message explaining why they serve on the board.
- Help write handwritten thank-you cards.
- Participate in donor appreciation activities.
Notice that not every activity involves asking someone for money. That's intentional. Thanking donors, making introductions, and sharing impact stories are all important fundraising activities, and they're often excellent starting points for board members who are uncomfortable making direct asks.
But here's the catch. You can't simply hand out a list at a board meeting and expect everything to magically happen. Ask each board member to select an activity, provide the tools they need, establish a deadline, and follow up. And when they participate, acknowledge their efforts.
Your goal should be to build a board that becomes increasingly comfortable and confident participating in fundraising, not one that dreads hearing the word.
Your Action Steps
- Ask every board member to make a personally meaningful gift.
- Create a menu of realistic fundraising activities.
- Let board members choose how they'll participate.
- Provide sample messages, scripts, and talking points.
- Set deadlines and follow up on commitments.
Let AI Create Board Fundraising Scripts
Step 4: Write Your Campaign Before December Arrives
November 12–22
I'm going to make a suggestion that could save you a whole lot of stress. Write your fundraising emails before Thanksgiving.
Yes, before Thanksgiving. Not December 15. Not Christmas Eve. Before Thanksgiving.
I know you're busy, but imagine heading into December knowing your campaign emails are already written, your social media posts are scheduled, and your donation page has been tested. Wouldn't that be nice?
One of the biggest mistakes nonprofits make is treating their year-end fundraising campaign like a single event rather than an ongoing series of communications. They send an appeal, wait for donations, and maybe send another email if the response is disappointing.
Your donors need multiple opportunities to hear from you, understand the impact of your work, and make a gift. That doesn't mean you should flood their inboxes with the same message every other day. It means creating a thoughtful communication plan that gives each message a purpose.
A Simple Five-Email Fundraising Campaign
Email 1: Tell a compelling story. Introduce supporters to a real person, family, or community your organization serves. Help them understand the need and the difference their support can make.
Email 2: Show the impact. Explain what donations accomplish. If possible, connect different gift amounts to specific outcomes based on your actual program costs.
Email 3: Share your progress. Let donors know how the campaign is going and what remains to be accomplished. If you have a legitimate matching gift opportunity, this is a great time to share it.
Email 4: Send a friendly reminder. Keep this message short and focused. Revisit the need and remind supporters how they can help.
Email 5: Make your final year-end appeal. On December 31, send a clear message explaining that it's the last day of your campaign and inviting donors to participate.
As you develop these messages, remember to focus on the donor's role in making your work possible. Yes, your organization needs funding, but people give because they want to make a difference. Show them how they can do that.
Don't Forget Your Donation Page
While you're planning your campaign, I want you to do something that may seem obvious but is often overlooked. Pull out your phone and make a donation to your own organization.
Seriously. Go through the entire process and pay attention to the experience. Is your donation button easy to find? Does the page load quickly? Can donors complete their gifts without creating an account or filling out unnecessary information? Is monthly giving an option?
If making a donation feels like applying for a mortgage, you have some work to do.
You should also make sure your automated receipts are working properly and that someone is responsible for monitoring online donations throughout the campaign. The last thing you want is to discover on December 31 that your donation form stopped working three days earlier.
Your Action Steps
- Draft your year-end fundraising appeal.
- Prepare a series of fundraising emails.
- Create and schedule social media posts.
- Test your donation page on a mobile device.
- Confirm that donation receipts are working.
- Assign responsibility for monitoring campaign responses.
Let AI Help Write Your Fundraising Emails
Step 5: Make Giving Tuesday Work for Your Nonprofit
December 1, 2026
Let's talk about Giving Tuesday. This year's Giving Tuesday falls on December 1, and it's a wonderful opportunity to encourage generosity, engage supporters, and introduce new people to your mission.
In fact, GivingTuesday reported that Americans donated approximately $4 billion on Giving Tuesday in 2025. That's an impressive demonstration of generosity, and it's easy to understand why nonprofits want to participate.
But here's something I want every nonprofit leader to hear. You do not have to create an entirely separate Giving Tuesday campaign.
Especially if you're a small nonprofit with limited staff and resources. You don't need to exhaust yourself trying to organize an elaborate 24-hour fundraising event just because other organizations are doing one.
Instead, consider using Giving Tuesday as the official kickoff for your year-end fundraising campaign. Share a compelling story, invite supporters to make a gift, ask board members to participate, and create some excitement around your fundraising goal.
If you have a major donor or local business willing to provide a matching gift, that's another great way to encourage participation. Just be sure the match is real, the terms are clear, and you explain exactly how it works.
Giving Tuesday is a great opportunity, but it's one day. Your year-end campaign is an entire season. Don't use up all your energy on December 1 and forget about the other 30 days.
Step 6: Don't Miss the Final Days of the Year
December 29–31
Here's something that surprises many nonprofit leaders. Some of your supporters are going to wait until the very last minute to make their year-end donations. Not because they don't care, but because they're busy, they're traveling, they're distracted, or they simply keep meaning to get around to it.
That's why the final days of December deserve special attention. According to M+R Benchmarks 2026, approximately 10% of annual online fundraising revenue in 2025 arrived during the final week of the year, with 4% arriving on December 31 alone.
If your nonprofit stops communicating after Christmas, you could be missing an important fundraising opportunity. Instead, plan a focused series of year-end reminders that make it easy for supporters to take action.
Your Final Three-Day Fundraising Plan
December 29: Send an email reminding supporters of your campaign goal, the progress you've made, and what their donation can accomplish.
December 30: Share another brief message with a compelling impact story or campaign update. Consider having board members personally reach out to supporters who may still want to participate.
December 31: Send your final appeal with a clear donation link and a straightforward reminder that your year-end campaign closes today.
During these final days, make sure someone is monitoring your online donation system and responding to donor questions. You should also be prepared to acknowledge donations promptly, especially larger gifts from donors who may appreciate a personal confirmation.
And please don't manufacture urgency. December 31 is already a legitimate campaign deadline. You don't need to invent a fake matching gift or pretend your programs are closing tomorrow.
Tell donors the truth about what you're trying to accomplish, where you stand, and how they can help. A compelling mission and an honest request are powerful fundraising tools.
Step 7: Please Don't Forget to Say Thank You
December through January
Can we talk about something that drives me a little crazy? Nonprofits work incredibly hard to get donations. They send emails, make phone calls, organize events, write appeals, and share stories. Then someone makes a gift, and what do they receive?
An automated tax receipt. That's it.
Please don't let that be your nonprofit. A tax receipt is not donor stewardship. It's documentation of a transaction, and while it's important, it's not the same as making someone feel genuinely appreciated.
When donors support your organization, they're telling you something important. They believe in your mission, they trust you to use their money wisely, and they want to be part of making something good happen. That's a relationship worth nurturing.
You don't need an elaborate donor appreciation program to make people feel valued. Sometimes a heartfelt phone call, a handwritten note, or a personal email can make a bigger impression than an expensive recognition event.
Simple Ways to Thank Your Donors
- Send a warm, personal thank-you message promptly after receiving a gift.
- Ask board members to make donor appreciation calls.
- Personally contact major donors within 48 hours whenever possible.
- Share your campaign results and celebrate what donors helped accomplish.
- Provide meaningful updates about the impact of their support.
- Continue communicating throughout the year, not just when you need another donation.
And please pay special attention to your first-time donors. You worked hard to introduce these people to your organization, so don't disappear after they make their first gift.
Help them feel connected to your mission, show them how their support is making a difference, and continue building the relationship. When the time is right, you can invite them to consider becoming monthly donors.
Because sustainable fundraising isn't about constantly finding new people to ask for money. It's also about taking good care of the people who already believe in what you're doing.
Let AI Help Create Your Donor Follow-Up Plan
Your 10-Week Year-End Fundraising Checklist
Feeling a little overwhelmed? Don't be. You don't have to accomplish everything at once, and you certainly don't have to do it all yourself.
The key is to break your campaign into manageable activities, put them on the calendar, and make sure someone is responsible for getting them done.
I encourage you to share this checklist with your staff and board. Assign names to tasks, set realistic deadlines, and review your progress each week.
Remember, a simple fundraising plan that actually gets implemented is far more valuable than an elaborate strategy that sits in a folder somewhere.
Five Year-End Fundraising Mistakes I Want You to Avoid
Before we wrap up, let's talk about a few common mistakes that can cost nonprofits valuable donations. I've seen organizations make every one of these mistakes, and the good news is that they're all preventable.
1. Waiting until December to get started. I know you're busy, but the longer you wait, the fewer opportunities you have to connect with your supporters. Even if you can't accomplish everything on this list, start with the most important activities and build from there.
2. Making your entire appeal about your nonprofit. Your donors already know your organization needs money. What they really want to understand is why their support matters. Show them the difference they can make and give them a reason to feel excited about participating.
3. Forgetting about your current donors. Please don't spend all your energy trying to attract new donors while your loyal supporters feel ignored. Your existing donors have already demonstrated their commitment, and those relationships deserve continued attention.
4. Expecting your board to fundraise without guidance. If you want board members to participate, give them clear expectations, practical tools, and activities that match their comfort levels. Help them become successful fundraising partners rather than assuming they already know what to do.
5. Going silent after donations arrive. Your year-end campaign may end on December 31, but your relationships with donors shouldn't. A thoughtful stewardship plan helps turn one-time gifts into lasting support.
Frequently Asked Questions About Year-End Fundraising
When should nonprofits start planning their year-end fundraising campaigns?
Ideally, nonprofits should begin planning in September so they have enough time to set goals, prepare donor communications, involve their boards, and organize their campaigns. But if you're reading this in late October, you're not too late. Start with your fundraising goal, identify your donor audiences, and create a simple calendar outlining what needs to happen between now and December 31.
How much of annual fundraising happens at the end of the year?
According to M+R Benchmarks 2026, nonprofits received approximately 37% of their annual online fundraising revenue in December 2025, with 10% arriving during the final week of the year. Results vary by organization and fundraising channel, but the data demonstrates why December is such an important month for many nonprofits.
What's the best day to send a year-end fundraising appeal?
There isn't one perfect day that works for every nonprofit. Giving Tuesday and the final days of December are important fundraising opportunities, but your results will depend on your donors, messaging, and communication strategy. Rather than relying on a single email, develop a series of thoughtful appeals that give supporters multiple opportunities to participate.
How many year-end fundraising emails should we send?
There's no magic number, but five thoughtfully planned emails between Giving Tuesday and December 31 can be a reasonable starting point for many nonprofits. Each message should have a purpose, whether that's sharing an impact story, providing a campaign update, or making a final appeal. Pay attention to how your audience responds and adjust your communication frequency accordingly.
Do we have to participate in Giving Tuesday?
Absolutely not. Giving Tuesday is an opportunity, not an obligation. If your organization doesn't have the capacity to organize a separate campaign, consider using December 1 as the kickoff for your overall year-end fundraising efforts. The important thing is choosing a strategy that makes sense for your organization and its resources.
Can we use AI to help with our year-end fundraising campaign?
Absolutely! AI can help you brainstorm campaign ideas, develop fundraising messages, create donor communications, and organize your campaign calendar. Just remember that AI is a tool, not a replacement for your experience and relationships. Review everything for accuracy, avoid sharing confidential donor information, and make sure your final communications reflect your organization's authentic voice. For more ready-to-use prompts, see 5 AI Prompts Every Nonprofit Fundraiser Should Be Using.
What if our nonprofit has a very small staff and almost no marketing budget?
Keep it simple and focus on what matters most. Choose one clear fundraising goal, connect personally with your existing supporters, involve your board, and create a manageable communications plan. You don't need an elaborate campaign to be effective. Sometimes a thoughtful email, a meaningful phone call, or a handwritten note can make a tremendous difference.
What if we don't reach our year-end fundraising goal?
First, don't panic. Review your results and look at what worked, what didn't, and what you can improve next year. Be transparent with your supporters about what you accomplished, and continue thanking the people who contributed. A missed fundraising goal doesn't erase the generosity of your donors or the impact of the money you did raise. Use the experience to build a stronger campaign next year.
One Final Thought: You Don't Need a Perfect Campaign
I've worked with enough nonprofits to know how easy it is to get caught up in everything you think you're supposed to be doing. You see what larger organizations are doing, compare their fundraising campaigns to yours, and start worrying that you don't have enough staff, money, or time to compete.
But here's what I want you to remember. Your nonprofit has something far more important than a fancy fundraising campaign. You have a mission that matters, people whose lives are better because your organization exists, and supporters who want to be part of making that work possible.
Your job is to connect those three things.
That means telling compelling stories, making clear fundraising requests, engaging your board, and showing donors how much their support matters. It also means having a plan and following through, even when things get busy.
You don't need to do everything. You just need to do the right things, consistently and well.
So take this 10-week fundraising plan, put the dates on your calendar, and start having conversations with the people who believe in your mission. Don't wait until everything is perfect, because let's face it, in the nonprofit world, there's always something else that needs your attention.
December 31 will be here before you know it. Let's make these next ten weeks count!
Ready to get started? Share this year-end fundraising plan with your staff and board, choose your first three action steps, and get moving. Your next successful fundraising campaign starts with the decisions you make today.