Tips To Write Effective Year End Fundraising Email [+ Templates]

December is not just about wrapping up the year. It's a key month for fundraising. In fact, nonprofits can raise between 17% to 31% of their online revenue in December alone.

Now, you might wonder how to make the most of this opportunity. A well-crafted year end fundraising email can make a big difference. It's your chance to connect with your supporters, share your achievements, and outline your needs for the upcoming year. 

But how do you write an email that leaves an impression and encourages donations? In this blog, we'll share tips on writing compelling year end fundraising emails. Plus, we'll include some templates to get you started. 

What is a Year End Fundraising Email?

A year end fundraising email is sent by nonprofits to their supporters, aiming to encourage donations during the year's final days. This period is important as it taps into the holiday season's generosity, with a considerable portion of annual donations traditionally made in December. 

The goal is to thank current donors, showcase the year's achievements, and outline future needs and projects, urging supporters to contribute​​​​.

These emails often include compelling stories, images, or videos highlighting the organization's work and its impact on its community​​.

Why Year End Emails Are Critical for Nonprofits?

Year end fundraising emails are important for nonprofits for several reasons:

December is a peak giving month, with many people looking to make charitable donations for the holiday season and for tax purposes.

These emails allow organizations to showcase their yearly impact, making a strong case for support.

They provide a touchpoint to re-engage past supporters and attract new donors by highlighting the organization's achievements and future goals.

The end of the year is a crucial time for nonprofits to secure the necessary funding to continue their operations and programs into the new year​​.

How To Write Effective Year End Fundraising Email?

Here is a detailed guide to help you write a perfect year end fundraising email. 

Step 1: Understanding Your Audience

Start by understanding your audience. Use your mission statement and goals to identify potential supporters, like those passionate about your cause. 

Next, segment your audience using your donor database, focusing on details like age, location, and interests. 

Personalization is key. Address donors by name and adjust the content based on their past interactions and interests. Tools like Mightycause's Supporters CRM can assist in segmentation and personalization. 

Finally, test different messages and refine your approach based on the responses to ensure your emails connect well and encourage donations​.

Step 2: Writing Your Message

When writing a year end fundraising email, focus on an engaging subject line to increase open rates. 

Use questions, charity importance, or urgency to grab attention. Include personal touches like the donor's first name for authenticity. 

Storytelling is key to engage donors and show the impact of their contributions. Share relatable stories with images to show how donations help. Clearly link donation amounts to specific outcomes, helping donors understand the tangible difference they make. 

Keep the email concise, and ensure the donation process is as simple as possible​.

Step 3: Design and Content

The next step is to aim for a clean and consistent layout that matches your nonprofit's brand, using recognizable colors, logos, and fonts. 

Visuals like images and infographics can make your message more engaging by breaking up text and showing your impact. To save time and maintain consistency, consider using customizable email templates from marketing platforms, which are built with best practices in mind. 

These templates support responsive design, ensuring your emails look good on any device. Experimenting with different layouts and visuals through A/B testing can help identify what works best for your audience​​​​​​.

Step 4: Call-to-Action

To make a year end fundraising email work, your call-to-action (CTA) must hit the heart, be clear, and urge action now. 

Tell a touching story to make people feel part of something big. Make your request direct, like asking for a specific donation amount for a clear purpose, so people see the impact of their gift. 

Add urgency in a gentle way, suggesting why donating now is crucial. Use visuals like arrows or colors to highlight your CTA, ensuring it's easy to find and click, especially on phones.

Avoid using jargon or vague terms. Make your request straightforward, like "Donate $20 to provide school supplies for a child for a year," which helps donors visualize the impact of their contribution.

Step 5: Timing and Frequency

To get the best results for your year end fundraising emails, timing and how often you send them are key. There's no one perfect time to send all emails, but using your past email performance can guide you. 

Typically, emails around paydays like the 1st and 15th or right before the New Year are effective. During December, especially the 30th and 31st, consider sending powerful messages as these dates are prime for donations. 

Adjust your email frequency based on donor engagement, with more frequent emails as the year end approaches, especially in the final week, to catch those last-minute donors.

Step 6: Follow-Up Strategies

Follow up emails after your year end fundraiser are really important. They help remind people why giving is good, say thanks to those who've already given, and make sure everyone knows how much their help means. 

To do follow ups perfectly, share stories about the good things you've done with donations, talk about your big wins for the year, and always say a big thank you. 

After everything's done, look at how your emails did—like how many people opened them and how much money you raised. It helps you know what works best and make your next fundraiser even better​.

Templates and Examples

Here are five easy to use templates for your year end fundraising emails. Each template can be changed to fit your nonprofit's unique needs. 

Remember, adding personal touches and specific details about your cause can make these emails more effective.

1. The Heartfelt Story Template

Subject: Help Us Make a Difference This Year

Body:

Dear [Name],

As we wrap up the year, we want to share a story with you. [Insert a short, moving story about someone or something your nonprofit helped this year]. This story shows the power of your support.

Now, we're reaching out to ask for your help again. Your donation can help us continue to make stories like this possible. We aim to raise [specific goal], and every little bit helps.

Please consider donating before the year ends. Together, we can make a big difference!

Thank you for your continued support,

[Your Organization's Name]

2. The Urgency Template

Subject: Time is Running Out! Support Our Cause Before Year End

Body:

Dear [Name],

The clock is ticking! There are only a few days left in the year, and we need your help to meet our goal. We're so close to raising [specific goal], but we can't do it without you.

Your donation today can help us reach our target and make a lasting impact. Let's end the year strong – together!

Thank you for your generosity,

[Your Organization's Name]

3. The Match Challenge Template

Subject: Double Your Impact: Year End Match Challenge!

Body:

Dear [Name],

Exciting news! A generous donor has offered to match all donations made before the end of the year, up to [match amount]. This means your gift will have double the impact!

Your support can help us take full advantage of this incredible opportunity. Donate today to help us meet our challenge goal of [specific goal].

Let's make twice the difference together!

Best,

[Your Organization's Name]

4. The Thank You Update Template

Subject: Thank You for a Wonderful Year!

Body:

Dear [Name],

As the year comes to a close, we want to take a moment to thank you for your support. Because of you, we've been able to [highlight achievements of the year].

But our work isn't done yet. We're setting our sights on even bigger goals for the next year, and we need your help to achieve them. A year end gift from you can kickstart our efforts and ensure we start strong.

Will you help us continue our important work?

With gratitude,

[Your Organization's Name]

5. The Simple Ask Template

Subject: Your Year End Gift Can Change Lives

Body:

Dear [Name],

This year end, we're asking for your help. Your support can make a real difference in [briefly describe the cause or mission].

A donation of any size helps, and it's quick and easy to give. Just click the link below to make your year end gift today. [Insert donation link]

Thank you for being a part of our community and for considering this request. Together, we can [achieve a specific goal or mission].

Warm wishes,

[Your Organization's Name]

End the Year on a High Note With Year End Fundraising Email

At first glance, sending an email might seem like a small action. But at the end of the year, this small gesture can create a ripple effect of generosity. 

People are naturally inclined to reflect on the past year and contribute to causes they care about during this time. A compelling email does more than raise funds. It reinforces the bond between your nonprofit and its supporters. This strengthens your community and makes sure that your work can continue to make an impact. 

Remember, the right words at the right time can move mountains—or at least open hearts and wallets.