For community organizations, December isn’t just busy — it’s decisive. Up to a third of yearly donations often arrive in these final weeks. Done right, your year-end giving campaign fuels your programs long after the holidays. Done poorly, it’s a lost opportunity.
The solution isn’t working harder — it’s preparing smarter. Here’s a practical playbook of 10 do’s and don’ts to help your nonprofit raise more while staying organized and connected.
Your donors support different causes — housing, youth, food, mental health. Segment your list so each message reflects what they care about most. Tailored communication builds loyalty.
Don’t: send the same “holiday giving” email to everyone. Generic appeals rarely connect.
A short, sincere thank-you within 48 hours stands out. Personal notes or emails from staff or volunteers show real gratitude.
Don’t: wait until January. Late thanks feel impersonal and forgettable.
Act like a donor. Click through your form, test every payment method, and check mobile display. A simple, fast process means more completed gifts.
Don’t: assume last year’s form still works. Add modern options like PayPal or Apple Pay and remove extra fields.
Mix email, text, social media, and mail. Share quick stories and impact posts — a quote from a family you’ve helped or a short video update from your team.
Don’t: rely only on one channel. Repetition across platforms reinforces your message.
Create momentum before the final week. Use countdowns, matching gifts, or “help 10 more families this month” goals to motivate action.
Don’t: send frantic last-minute reminders. Thoughtful urgency beats panic every time.
Turn board members, volunteers, and local advocates into ambassadors. Give them ready-to-post graphics, emails, and captions to share with their networks.
Don’t: expect them to figure it out themselves. Provide materials and thank them publicly for helping.
Keep donors engaged by sharing milestones: “We’re 80% to goal!” or “Only five families left to reach!” Progress updates inspire new and repeat donations.
Don’t: disappear after launch. Regular updates keep donors invested.
When donors are most generous, invite them to make that generosity steady. Add a clear “Make this a monthly gift” option and explain how it keeps your work going year-round.
Don’t: hide the recurring option. Highlight it as the simplest way to create consistent community impact.
Run test donations, verify automations, and preview every thank-you message. Check from multiple devices.
Don’t: wait to discover a broken link or wrong receipt mid-campaign. Test now to save headaches later.
Your campaign ends, but donor relationships begin. Schedule a January follow-up series — share results, impact stories, and upcoming opportunities to stay involved.
Don’t: go silent after December 31. Early follow-up improves donor retention for the year ahead.
A successful year-end giving campaign isn’t about volume; it’s about connection, gratitude, and timing.
Plan early. Automate wisely. Keep gratitude front and center.
Because the nonprofits that thrive in December are the ones that make their communities feel valued — not overwhelmed.