Helpful Reminders for End-of-Year Charitable Giving

The end of the year is around the corner and so is the last big push for nonprofit fundraising. Many donors choose to make their contributions during this period, which makes it an important opportunity for nonprofits. End-of-year giving can help you meet your annual goals, but it’s not as simple as waiting for the donations to roll in. A solid plan is essential to make the most of this giving season.

To help you succeed, here are some friendly reminders that can really supercharge your end-of-year donations! 

1. Start Early

The first thing to do is start early. Get ahead of the competition and lay out the groundwork as early as August or September. 

During these months, it's a great time to set your goals and figure out who you’re reaching out to. Plus, it gives your team plenty of time to fine-tune the plan for a successful end of year donation campaign.

2. Set Clear Goals

Clear goals for your year-end charitable giving campaign are essential to staying on track. Decide how much you want to raise and what the funds will support. 

This clarity not only helps guide your efforts but also shows donors exactly how their contributions will make a difference. 

Read our Comprehensive Guide To Year-End Giving For Nonprofits for more information.

3. Choose a Campaign Theme

A theme can make your end-of-year donation campaign more engaging and memorable.  Keep your messaging consistent across all platforms- emails, social media, etc. - so your end-of-year giving drive feels unified and easy to follow.

4. Don’t Underestimate Giving Tuesday

Did you know that in 2023, Giving Tuesday donors in the U.S. gave $3.1 billion? (Source) Giving Tuesday is a big opportunity to boost year-end charitable giving.

This day right after Thanksgiving is a golden opportunity to boost your year-end fundraising!  Nonprofits can use this day to gain attention and support from new and existing donors. Be sure to plan ahead and make it part of your overall fundraising strategy.

5. Highlight Tax Deductions

Many donors appreciate the tax benefits of their contributions, so be sure to highlight that.

Remind supporters that end-of-year giving may qualify them for tax deductions. You can also provide simple guides or resources to help them understand donations can benefit both them and your cause.

6. Use Storytelling

Stories are powerful! When asking for donations, remember to share real examples of how your work impacts lives. 

Nonprofits that effectively use storytelling have a donor retention rate of 45%, compared to 27% for those that don't. (Source) Remember, people connect more with stories than statistics!

7. Create Urgency

As the year winds down, create a sense of urgency for your donors. Remind them that time is running out for donating or participating in year-end charitable giving. A countdown displayed on your social media pages and website can make a big difference.

Highlight deadlines, such as tax benefits or specific campaign goals, to encourage donors to take action before it’s too late.

8. Segment Your Donors

Not all donors are the same, so tailor your messages accordingly. Customize your communications based on their giving history, interests, or involvement. 

For example, those who give small amounts might respond differently to your end-of-year donation requests than larger donors. You should aim to make your campaign more personal and effective.

9. Personalize Your Asks

No one likes a generic message!  Personalization is key to building a real connection with donors. Use their names, mention their giving history, and make them feel like they’re an important part of your nonprofit’s mission.

This simple step helps build stronger connections and encourages more end-of-year charity donations from your supporters.

10. Offer Matching Gifts

Matching gifts can double the impact of donations. Approximately $5 billion is raised annually through workplace giving, with over 50% coming from employee matching gift programs. (Source)

Highlight this opportunity to your donors, encouraging them to check if their employer offers matching, which can boost year-end charitable giving efforts.

11. Optimize Your Website

Your website is often the first place donors visit, so it needs to be user-friendly and mobile-friendly. With 92.3% of internet users accessing the internet via mobile phones, it's crucial that your site works perfectly on smaller screens. (Source)

The donation process should be quick and easy, with donation buttons displayed prominently on all pages. 

12. Use Email Effectively

Nonprofits enjoy slightly higher email open rates than most industries, so take advantage of that. A good practice is to send one or two emails a month—one could be a newsletter, and the other might include a case study, a compelling story, survey, or fundraising appeal. 

Use these emails to highlight your goals and encourage end-of-year donations. Keep your messages personal and focused on impact.

13. Engage Donors On Social Media 

Social media is a powerful tool for engaging donors. In fact, 59% of people who engage with nonprofits on social media end up donating. (Source) 

Use your platforms to share updates, stories, and calls to action during your end-of-year giving campaign. Engaging posts with images and videos can motivate supporters to make a donation and stay involved.

14. Create Donation Tiers

Help guide your donors by offering clear donation options. Break down your end-of-year donation requests into tiers, like$25, $50, or $100, and show what each amount can achieve. This makes giving easier and helps donors feel more connected to your goals, knowing exactly where their money is going.

15. Offer Multiple Ways to Give

Offer multiple options to make it easy for everyone to give. Some donors might prefer to give online, while others may want to send a check or donate via text.

The easier you make the processes, the more likely people are to contribute. Including various methods ensures your end-of-year donation drive reaches as many donors as possible.

16. Offer Recurring Donation Options

Why not offer recurring donation options and turn one-time donors into long-term supporters?

It can help provide a steady income for your nonprofit that lasts beyond the year-end giving season. The support doesn’t have to be big—even small, continuous donations add up. Remember, every bit of help makes a difference in the long run.

17. Use Video for Emotional Connection

According to Forbes, adding a video to marketing emails can boost click-through rates by 200-300%, and including videos on landing pages can increase conversion rates by 80%. (Source)

So go ahead and share videos that tell your story, show impact, and inspire end-of-year charity donations to drive deeper engagement.

18. Partner with Local Businesses

Partnering with local businesses can expand your reach during end-of-year giving. Many businesses are open to supporting nonprofits through sponsorships, matching gifts, or in-kind donations.

These partnerships can bring in new donors and boost donations while offering businesses positive exposure in the community. It's a win-win for both sides.

19. Plan for Last-Minute Appeals

Not all donors give early, so planning for last-minute appeals is key. Send out final reminders in the last few days of the year, highlighting deadlines for tax benefits and the impact of donation. 

Make sure that your message reaches the donors through all channels, including social media, email, text, and direct mail.

20. Secure Corporate Donations

Corporate donations are a big opportunity for nonprofits. In 2023, corporate giving increased to $36.55 billion, up 3% from 2022. (Source)

Reach out to businesses for support and offer multiple ways to partner through matching gifts, sponsorships, or direct contributions. These donations can significantly boost your end-of-year giving efforts and help you meet your fundraising goals.

21. Showcase Donor Impact

Show your donors exactly how their contributions make a difference.  Highlight specific outcomes, like the number of people helped or projects completed, thanks to their end-of-year donation. 

Providing clear results and showing donors the real difference they are making encourages continued support.

22. Use Data to Drive Decisions

Review data from past campaigns to see what worked and what didn’t. Analyzing metrics like donation amounts, email open rates, and donor engagement helps nonprofits fine-tune their approach.

This way, you can focus on strategies that drive more donations and avoid repeating mistakes.

23. Follow Up with Gratitude

Gratitude. Gratitude. Gratitude. A simple thank you note or email shows donors that their support is valued and appreciated. Recognizing their contribution builds trust and encourages them to stay engaged beyond year-end charitable giving. 

Personalizing your thank you messages- addressing donors by name and mentioning their specific contributions- builds trust and encourages ongoing engagement. 

24. Stay Transparent

Donors value transparency about how their gifts are used. Share clear information about how their end-of-year donation will be used and the impact it will have. 

Transparent nonprofits receive 53% more in contributions, so keeping your financials and results open can lead to more year-end charitable giving and stronger donor relationships in the long run. (Source)

25. Plan for Next Year

As your end-of-year giving campaign wraps up, start planning for next year. Make notes on what worked well and where improvements can be made. 

Reviewing donor feedback and campaign data will help you fine-tune your approach, making your next fundraising campaign even more effective. Remember, It’s never too early to prepare for success.

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