Fall is my favorite time of the year – cooler weather, fall-themed outings and SEC football (Go Dawgs!). Fall is also when time seems to speed up and, before I know it, it’s the end of the year and my plans to savor the season and to also get ahead of holiday shopping go by the wayside. 

Similarly, this same trend often plays out in our plans to get ahead of our End-of-Year Giving campaigns. With everything else we’re juggling this time of year, End-of-Year Campaigns can seem like just another “thing” to throw together. But when thoughtfully and strategically planned, it can be a dynamic element of your overall development calendar.

Tips for a Successful End-Of-Year Campaign: 

  • Start Early (i.e. NOW!): 
    • Start by analyzing last year’s campaign. What worked? What didn’t? What messages resonated and which weren’t received how you planned?
    • Next, set goals for this campaign. How are you tracking against overall YTD goals? What are the specific goals for your Year-End campaign in terms of both dollars and participation?
    • Lastly, establish your communications plan and your timeline.
  • Tell the Story: Storytelling is key to year-end campaigns. Emphasize the impact donors will make on your mission during this critical time.
  • Segment and Personalize: Just like in your annual fund, segmented and personalized solicitations are much more compelling. This is the time of year that your donors are being inundated with solicitations. The more (1) heartfelt and (2) personalized your communication, the more you will stand out.
  • Close the Loop: After December 31, circle back and let your community know what their collective impact was during your End-of-Year campaign.

Bonus Tips: 

  • Place a Special Emphasis on Your Volunteers:  There is a prevailing myth that we should not ask those that already give so much of their time to donate or to donate more than they already do. However, in reality, volunteers are more likely to donate, donate more consistently, and give larger amounts over time compared to non-volunteers. According to reports, volunteers give 56% more and are almost twice as likely to donate financially compared to those who don’t. Further, 87% financially support the same organization where they volunteer. In other words, your volunteers are ideal prospects for year-end giving.
  • Year-End Giving is a Great Time to Bolster your Monthly Giving Program: Investment in monthly/recurring giving is on the rise. According to data released by Giving USA, monthly and recurring gifts accounted for 31% of online revenue in 2024 (an increase of 5% over 2023). Generationally, younger donors are progressively more likely to give on a recurring basis: 62% of Gen Z donors say they prefer giving monthly. Year-End Giving is an ideal time to introduce and/or educate your donors at all levels about the impact of monthly and recurring giving.

End-of-Year Fundraising Myths

  • “We just solicited our donors for the annual fund (gala, golf tournament, etc) and they don’t want to hear from us so soon.”
    Studies show that roughly     30% of annual giving occurs in December, with 10% of that happening in the last three days of the year. Many of your donors are primed for giving during this time of year. Don’t miss an opportunity simply because a donor has already given this year. 
  • “We need to ‘save’ donors for our ask/event in the spring.”
    The     Fundraising Effectiveness Project found that donors who give in November or December have higher retention rates and lifetime value. They found that “donors whose first gift was in November or December have a 53% higher retention rate than those making their first gift in the period of January through October. One out of every 10 year-end donors made a second gift within the first two months of the date they made their first gift!”

This year, make planning of your End-of-Year Campaign a priority, instead of a last-minute scramble. Let us know if OFS can help you plan and implement your End-of Year Campaign!