Year-end giving, explained: Why it’s a big deal for nonprofits

Nearly one-third of annual giving happens in December alone. If your nonprofit isn’t prepared, you could miss the biggest fundraising window of the year. Unfortunately, many organizations fall behind because they don’t plan early.

In this article, we’ll explain why year-end giving is such a big deal, and offer practical steps you can take to capture the moment instead of letting it slip away.

What is year-end giving?

Year-end giving is the surge of donations that comes in during November and December. It’s the busiest giving season because donors are motivated by both generosity and practical reasons.

Why does this happen? A few key factors drive it:

• People are already in a giving mindset with family, friends, and community.
• December 31 is the cutoff for charitable deductions, so donors act before the year ends.
• Many faith and holiday practices encourage acts of kindness and generosity.
• Nonprofits ramp up appeals, matching gifts, and Giving Tuesday promotions.
• Some supporters wait until the end of the year to review their finances and decide how much they can give.

How year-end giving impacts nonprofits

As the calendar winds down, many nonprofits feel the pressure. Hope is mixed with urgency. Budgets are already tight, and annual goals hang in the balance. Staff are also stretched between holiday schedules and final campaigns.

A good year-end can change everything. Hitting or surpassing fundraising goals provides stability and builds momentum for the year ahead. It also strengthens donor relationships, since supporters feel part of a successful push.

A bad year-end, on the other hand, can leave nonprofits struggling. Missing year-end goals often means cutting programs, delaying hires, or entering the new year with a budget gap. Worse, it can shake donor confidence if supporters feel their gifts aren’t moving the needle.

Simple ways nonprofits can prepare for year-end giving

Review your donation form

Your donation form is where year-end momentum either flows smoothly or hits a wall. In December, people are especially busy and tend to make quick decisions. If it’s confusing, slow, or outdated, donors will drop off.

Here’s what to tweak for year-end giving:

• Make sure the form works perfectly on phones, since many donors give on the go.
• Cut extra steps; every added click can cost donations.
• Offer giving levels tied to impact (e.g., $50 = feed a family).
• Prompt donors to turn a one-time December gift into monthly support.
• Keep it clean, branded, and easy to read.
• Add security badges, nonprofit status, and testimonials to reassure donors.

Set a clear goal

Donors respond when they know exactly what they’re giving toward. A vague “support us” message won’t carry the same weight as a specific, time-bound goal.

A clear goal also helps your team. It keeps staff and volunteers focused, aligns your outreach, and gives you a way to measure success once December ends.

Here’s an example of a strong year-end goal:

“Help us raise $50,000 by December 31 to provide winter shelter for 100 families.”

Don’t forget to update donors as you progress through.

A warm invitation to donors

When every nonprofit is sending appeals at once, the tone of your message matters, if it sounds pushy or generic, it will get lost in the noise.

A warm invitation comes across as personal, grateful, and tied closely to your mission. Instead of “Donate to help children,” how about this one: “You can help a child stay warm this winter.” — Specific and welcoming.

Being relevant is key. Speak directly to the values and interests of your supporters. If you serve families, highlight family stories. If you focus on the environment, share what’s at stake this season. This way, the right people lean in and feel their gift is meaningful.

Stand out this year-end giving season with BetterWorld

Most nonprofits know December is the busiest giving season of the year. But it’s also the most competitive. With countless appeals flooding inboxes, the organizations that stand out are the ones with the right tools in place.

BetterWorld gives you a complete fundraising stack that’s simple, fast, and built to help you capture more year-end gifts. From donation pages and ticketing to auctions, peer-to-peer, and crowdfunding, everything works together so you can focus on donors.

And unlike other platforms, you keep 100% of the funds you raise.

This year-end, don’t get left behind. Equip your team with BetterWorld and turn the giving surge into lasting impact. Request a demo today!