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How to Write a Perfect Year-End Donation Letter

By Colin Hunter on

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As the year comes to a close, it’s the perfect opportunity to connect with your supporters in a meaningful way. A perfect end-of-year giving letter can inspire your donors, remind them of the impact they’ve made, and encourage them to continue their support. 

It’s more than just asking for contributions—it’s about celebrating the difference they've helped create.

In this guide, we'll walk you through how to write a year-end donation letter that connects with your audience and inspires action. We’ll also include some examples to help you get started. 

Let’s make sure your donation letter stands out in the crowd and authentically communicates your organization’s needs.

What Is a Year-End Donation or End-of-Year Giving Letter?

A year-end donation or end-of-year giving letter is a fundraising appeal nonprofits send out in the final months of the year, typically between November and December. 

It’s a way to ask for donations during the holiday season, a time when many people feel more charitable and maybe looking for some added tax benefits. These letters can be sent through email, direct mail, or even posted on social media. They aim to connect with supporters right when generosity is at its peak.

Why Are Year-End Giving Letters Significant for Nonprofits?

For nonprofits, the year-end giving period is crucial. A big chunk of donations come in during these last few months. In fact, 30% of all annual giving occurs in December, and 10% of that happens within the last three days of the year. (Source)

With the holiday spirit in full swing, it’s the perfect opportunity for nonprofits to remind people of their mission and encourage them to give.

These letters do more than just ask for money; they help donors feel part of a greater goal. When an end-of-year giving letter shares stories about the people or causes impacted by the nonprofit’s work, supporters feel personally connected to the mission. 

Year-end donation letters also play a key role in encouraging donors to give again. They remind supporters of the impact their past gifts made and invite them to continue their support. 

Additionally, these letters can reach new people who might be inspired to join the cause after learning about the organization's work.

Check out our blog, A Comprehensive Guide to Writing an Effective Fundraising Letter, for expert tips.

Step-by-Step Guide to Writing Your Year-End Donation Letter

Follow these simple steps to write a perfect end-of-year giving letter.

Step 1: Segment Your Audience

Before you start writing your year-end donation letter, take a moment to think about who you're reaching out to. Not all donors are the same, and understanding the different groups within your donor base can help you craft a message that speaks to each of them.

Why Segment Your Audience?

Different donors have different reasons for supporting your nonprofit. A major donor who's been with you for years might appreciate detailed updates on long-term projects. A first-time donor might need more information about your mission and how their gift can make a difference.

How to Tailor Your Message

  • Major Donors: Share stories that highlight the impact of their continued support. Let them know how their personal contributions have made a real difference over time.
  • First-Time Donors: Welcome them warmly and provide clear examples of how their donation will help. Encourage them to join you in making a lasting impact.

Step 2: Start with a Personal Greeting

Think about the last time you got a letter that started with "Dear Friend" or "To Whom It May Concern." It probably didn't grab your attention. When writing your year-end donation letter, try starting with the donor's name. 

A simple "Dear Sarah" can be quite impactful.

Using their name shows that you recognize them as an individual. It makes your end-of-year donor letter feel more personal. Donors are more likely to read and respond to a letter that feels like it's meant just for them.

Step 3: Craft a Compelling Introduction

The first few sentences are your chance to grab the donor’s attention. Start with a meaningful quote that reflects your mission and sets the tone. Another idea is to share a powerful statistic. Numbers can show the real impact of your work. For instance, "This year, we provided shelter to 500 families."

Or you can begin with a success story! Tell them about someone whose life changed because of their help. Keep it engaging and emotional to help your donors feel connected from the very start.

Step 4: Share Your Nonprofit’s Story and Achievements

People love stories, especially when they can see the impact of their support. Share a story that shows how your nonprofit has made a difference this year. 

It could be about a person whose life was changed because of your programs or a community that benefited from your efforts. This helps make your work feel real and relatable to the reader.

You can also highlight some key achievements from the year. Have you hit a big milestone? Maybe you helped more people than last year or launched a new project. 

Including these highlights in your year-end letter to donors gives them a reason to celebrate with you. Let them know that their support made these achievements possible, and make them feel like they were part of your journey.

Step 5: Outline the Need and Make the Ask

Now that you've set the stage, it's time to be upfront about why you're reaching out. 

Explain to your readers what you need and exactly what their support will help accomplish. Paint a picture highlighting how their contributions will make a real difference. If $50 helps feed a family for a week or $100 funds an educational workshop, say so. 

The clearer you are, the easier it will be for donors to connect emotionally with your cause.

When making the ask, don't overcomplicate it. Use direct language. A statement like, "We need your help to make this happen" can go a long way. Being clear and concise without being overly emotional makes it easier for the reader to respond without feeling pressured. 

Just let them know what you need and why it matters.

Step 6: Include a Call to Action

A strong call to action (CTA) is what encourages your reader to take the next step. Think about different ways to ask depending on your audience. 

If your donors are long-time supporters, something like "Help us continue our work" might feel more personal. For newer supporters, "Donate today to make a difference" could be more effective.

Examples of CTAs can include phrases like "Donate Today," "Help Us Reach Our Goal," or "Make Your Year-End Gift Now." 

Keep the language simple and direct, and make sure it matches the tone of the rest of your end-of-year giving letter. The goal is to make it easy for your reader to take action without feeling overwhelmed or pressured.

A well-placed CTA is key to converting your end-of-year donor letter into real support for your cause. Make sure it stands out—whether it's a button or a link, make it easy to find and act on.

Step 7: Show Gratitude and Appreciation

Take the time to thank your donors sincerely. Start by letting them know how much their support has meant to your nonprofit. 

A simple “Thank you for being part of our journey” acknowledges their past contributions and the difference they have made. For example, “Thanks to your generous donations, we were able to provide essential supplies to 200 children this year.

Acknowledging their help in your year-end donation letter makes your donors feel valued and appreciated. Let them know that they are an important part of your nonprofit’s success and that you couldn’t have done it without them. 

Step 8: Keep It Short and Focused

When writing your year-end donation letter, less is more. People get a lot of mail around the holidays, and most don’t have time to read long letters. A short and focused message can make a bigger impact.

Keep your end-of-year giving letter on one page. This helps keep your points clear and makes it easy for your reader to understand the request without feeling overwhelmed. Avoid including unnecessary details or stories that can cause your reader to lose interest.

Stick to the essentials—why your cause matters, what you've accomplished this year, and how the reader can help. Keep your sentences simple and to the point.

Use concise paragraphs and break up the text so it’s easier for someone to skim and still get the main idea. Your goal is to keep the reader engaged without asking too much of their time.

Step 9: End with a Personal Note

Finish your year-end donation letter with a warm, personal touch. Sign off with a real signature or add a short hand-written note to make it feel more authentic. People like to know there's a real person behind the request, and these small touches can help create a stronger bond.

Adding a P.S. (postscript) can also be effective. 

The P.S. is often one of the first things people notice, even before reading the entire letter. Use it to reinforce an important message—like a reminder of how their support makes a difference or a special matching opportunity. 

A well-crafted PS can make your year-end letter to donors stand out and leave a lasting impression.

Mistakes to Avoid in Your Year-End Donation Letter

Here are some key mistakes to watch out for when crafting your year-end appeal.

1. Making It All About Money

If your year-end donation letter focuses only on money, it can seem impersonal and tacky. Instead, highlight the impact donors can create with their contributions. 

Donors want to know the difference they make, so balance your ask with examples of how their support will bring change.

2. Being Too Generic

A one-size-fits-all message doesn’t work well. Personalized letters make donors feel valued, while generic ones often end up overlooked. 

Avoid vague phrases like “We appreciate your support” and instead add details that speak directly to the donor’s previous involvement or connection to your cause.

3. Focusing Too Much on Your Organization

Talking only about your nonprofit’s achievements might turn off potential donors. Instead, make the donor the hero of your story. 

Show how their support drives real change. Emphasize how their contributions are the key to making a difference, rather than just listing what your organization has done.

4. Being Too Vague

General statements like “Your support will help” don’t inspire action. Donors want to know exactly how their gifts will be used. 

For example, saying, “A $50 donation will provide meals for a family for a week,” helps them understand the direct impact of their contribution.

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5. Overloading with Jargon

Using complex or overly technical language can confuse readers. Keep the tone simple and conversational so anyone reading it can easily understand the message.

6. Forgetting to Say Thank You

Always show appreciation for past support. 

Donors want to feel valued, and a sincere thank you goes a long way in building that connection. Mentioning their past contributions makes them feel important and more likely to give again.

7. Not Creating a Sense of Urgency

Failing to create urgency can lead to delayed or missed donations. Encourage immediate action by highlighting deadlines or matching gift opportunities. 

Remind donors why giving now matters, especially during the year-end period.

8. Weak or Indirect Calls to Action

A common mistake is failing to directly ask for donations or using vague language. 

Strong calls to action, such as “Help us ensure every child has a meal” or “Click here to make an impact today,” are essential to guide donors toward making a contribution.

9. Overwhelming the Reader with Information

Some letters try to cover too many topics, which can dilute the message. 

Focus on one key point or program in the letter to keep the content concise and impactful. This will help the reader understand what you're asking for.

10. Inconsistent Messaging Across Campaigns

Whether you're sending letters or emails, ensure that your messaging is consistent. A unified theme across all channels helps reinforce your appeal and keeps donors engaged. 

Consistent messaging makes your campaign feel more cohesive and trustworthy.

11. Not Following Up

A single year-end letter to donors may not be enough to get a response. 

Plan multiple follow-ups to remind donors, especially in the final days of the year when many last-minute donations are made. A well-timed follow-up can be the nudge someone needs to contribute.

12. Using Poor Formatting

If your letter is hard to read, people are less likely to engage with it. Ensure your letter is easy to read with a clear font, logical structure, and sections broken up for better readability. 

Proper formatting can make a significant difference in whether someone engages with your end-of-year donor letter.

End–of-Year Donation Letter Examples

Sometimes, seeing examples can make writing easier. Here are three end-of-year donation letter examples to help you write your year-end donation letters. 

1. Example: Animal Rescue Shelter

Dear [Donor's Name],

This year, we want to share the story of Max, a dog who touched all of our hearts. 

Max was found in terrible shape, scared and alone. But thanks to supporters like you, Max was rescued, given the care he needed, and found a loving home where he now thrives. Your generosity made Max's second chance possible.

But Max is just one of many animals who need help. With your gift of $25, you can help another dog like Max find the love and safety they deserve. Together, we can give more animals the happy endings they deserve.

Please make your gift today to ensure more animals like Max get the love and care they need. Click here to donate: [Donation Link]

Thank you for being part of our journey.

With gratitude,
[Animal Rescue Shelter Team]

How to Apply This: Share a success story from your organization and connect it to the reader. Show the impact they've already made and let them know how their donation can continue this work.

2. Example: Local Food Bank

Dear [Donor's Name],

The holidays are a time for family, warmth, and togetherness. But for families like the Johnsons, this season can be a struggle. 

When John lost his job, the Johnson family didn't know how they would put food on the table. Thanks to your support, they received the help they needed from our food bank, which made all the difference for them during a difficult time.

Right now, many families like the Johnsons are struggling. 

Your gift today can provide meals and hope to those in need this holiday season. A donation of $50 can provide food for a family for an entire week.

Don't wait - help a family in need this holiday season by clicking here to donate now: [Donation Link]

Thank you for making a difference.

Warm wishes,
[Local Food Bank Team]

How to Apply This: Tell a relatable story of someone your nonprofit has helped. Connect it to the time of year, and make sure readers understand the difference their gift can make.

3. Example: Educational Nonprofit

Dear [Donor's Name],

As we look back on this year, we are reminded of all the amazing students who have thrived, thanks to your support. 

One of those students is Maria, who received a scholarship and went on to achieve top grades in her class. Maria's journey is just one example of how your generosity changes lives.

We couldn't do this without you. Your support has made these success stories possible, and we are so grateful. As we prepare for the year ahead, we invite you to help us continue making education accessible for students like Maria.

Your donation will help more students like Maria reach their full potential.

Join us in making education accessible for every student by donating today: [Donation Link]

With heartfelt thanks,
[Educational Nonprofit Team]

How to Apply This: Share your nonprofit's achievements for the year and highlight the role your donors played. Thank them personally, and invite them to continue their support to make next year even more successful.

Get Your Donation Forms Ready

Before sending out your end-of-year giving letter, ensure that your donation forms and your donation page are in great shape. Here are some tips to make the donation process easy and seamless for your supporters:

  • Keep Forms Simple: Only ask for essential information. The shorter the form, the more likely people are to complete it.
  • Mobile-Friendly Design: Make sure your donation page works well on mobile devices since many supporters will be using their phones.
  • Add Multiple Payment Options: Provide different ways to pay, such as credit card, PayPal, or bank transfer, to make it easy for everyone.
  • Pre-Fill Information: If possible, pre-fill details for returning donors to save them time.
  • Clear Call to Action: Use clear and visible buttons like "Donate Now" to guide supporters easily through the process.
  • Test the Process: Go through the donation process yourself to make sure everything works smoothly before sharing your year-end donation letter.

Frequently Asked Questions (FAQs)

1. Should I include a donation form with my end-of-year giving letter?

Yes, including a donation form or remittance envelope with your year-end letter is important. It simplifies the donation process by giving recipients clear options for contributing. You can offer various methods like mailing a check, providing credit card details, or a link to donate online. 

2. How long should my year-end donation letter be?

A year-end donation letter should be concise but impactful. Typically, one to two pages is enough. Focus on telling a compelling story and making your ask clear, without overwhelming the reader with too much information​.

3. What’s the best way to measure the success of my year-end donation letter?

To measure success, track metrics like the number of donations, total amount raised, and response rate from your letters. Monitoring online activity, such as traffic to your donation page and conversion rates, can also help you understand how well your letter performed.

4. Is it okay to send multiple letters during the year-end season?

Yes, sending more than one letter is a good strategy. A follow-up letter can remind donors who didn’t respond initially. Many nonprofits send multiple appeals, especially during the last few days of the year when people are more likely to donate​.

5. What are the best times to send a year-end donation letter?

Send your first year-end giving letter in November to give your donors plenty of time. Follow up in early December and send an additional reminder closer to the end of the year, especially in the last few days of December when donations peak​.

Collect More Year-End Donations with BetterWorld’s User-Friendly Platform

While a perfect end-of-year giving letter is important, the donation process can make or break your fundraising campaign. It’s essential to make the process as smooth as possible for your supporters. 

Donors want to help, but they also appreciate it when you make giving simple and accessible. That’s where BetterWorld comes in to help you boost those year-end contributions.

Donation Software

BetterWorld’s Free Online Donation Software offers a seamless experience for both your nonprofit and your donors. 

From start to finish, the platform guides you through every step, making it easy to set up campaigns that are always ready to receive donations. Plus, BetterWorld’s professional branding, recurring donations, and flexible options for suggested amounts help you connect with donors in a personal yet efficient way.

Donor Engagement Software

Donor engagement is at the heart of successful year-end giving, and BetterWorld’s Free Donor Management Software is designed just for that. 

You can manage campaigns, keep donors engaged, and create one convenient place for all your fundraising—whether it's peer-to-peer fundraising, community auctions, fund-a-need drives, or monthly giving options. 

All For Free!

And the best part? BetterWorld offers all of these tools for zero platform fees. That means your nonprofit keeps all the funds raised. 

Setup takes only five minutes, and your donors’ data is protected with full PCI compliance.

Sign up today and get ready to receive donations in just minutes. With BetterWorld, year-end fundraising has never been simpler—or more effective.

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Colin Hunter
AUTHOR

About Colin Hunter

Colin Hunter is the cofounder of BetterWorld, where he leads initiatives to expand reach and impact. Previously, he cofounded and served as CEO of luxury custom menswear brand Alton Lane. Colin’s experience as a consultant with Bain & Company, working with Global 1000 companies, shaped his approach to leadership and growth. He holds a BA from the University of Virginia and studied in Oxford, England. Colin lives in Scottsville, Virginia with his wife and three daughters.

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