Don’t Wait for December: Your Complete Month-by-Month Year-End Fundraising Blueprint
By Sandra Davis, CEO & Founder of Donorly
What you do now sets up your year-end success. Year-end giving is the Super Bowl of nonprofit fundraising, and the organizations that win big are the ones that start preparing early.
According to multiple industry studies:
10% of all giving occurs in the final three days of the year.
For some organizations, Q4 accounts for 40–50% of total annual revenue.
Yet too many nonprofits treat this as a last-minute sprint instead of the strategic marathon it should be. Your future self will thank you for starting now — because what you do in August and September determines whether you simply meet your goal or smash it out of the park.
This month-by-month blueprint blends best practices, practical checklists, and proven strategies to help you maximize revenue, deepen donor relationships, and end the year strong.
August–October: Laying the Groundwork for a Record-Breaking Q4
Q3 is your foundation phase. Every action you take here will make your November–December efforts exponentially more effective.
August Checklist: Define, Engage, and Align
1. Identify Your Theme & Story
Craft the core narrative that will carry your campaign.
Make it compelling, urgent, and specific to your needs.
Tie your mission to a timely or relevant issue.
Ensure it connects emotionally with donors.
2. Engage Leadership & Stakeholders
Secure board involvement well before your first appeal goes out.
Ask:
Who will sign your appeal letter?
Which board members have networks aligned with your mission?
How will you secure 100% participation before launch?
Align executive leadership on goals, tone, and timing.
Identify “faces of the campaign” willing to share personal stories.
3. Begin Match Conversations
Matching gifts create urgency and momentum — and take time to secure.
Start with major donors and board members.
Explore partial matches or challenge gifts if a full match isn’t possible.
Example: A client prioritized phone call outreach and leveraging a match, they raised one third of their total EOY goal on Giving Tuesday.
4. Set Your Overall Campaign Goal
Your campaign goal is more than a number — it’s your roadmap for success.
Review past performance to inform realistic targets.
Align with priorities like programs, initiatives, or urgent needs.
Segment goals for major donors, mid-level supporters, and grassroots contributors.
Factor in matches or challenge gifts to increase urgency.
Track success metrics beyond dollars, including donor retention, new donors, and engagement.
Pro Tip: Make your goal ambitious but achievable — clear targets motivate your team, board, and donors.
September Checklist: Segment for Personalization
Segmentation = personalization = results. This month is about setting up targeted, relevant outreach.
1. Audit & Clean Your Donor Data
Run a wealth screen to identify capacity changes.
Segment donors into: major, mid-level, grassroots, lapsed, and first-time.
Update contact info, remove hard bounces, and note communication preferences.
2. Build Segmentation Plans
Current vs. lapsed donors.
First-time vs. long-time supporters.
Gift amount, frequency, and last gift date.
3. Match Channels to Donor Preferences
Board & top donors: Direct mail + personal calls.
Mid-level donors: Email series + social media.
Younger supporters: Text messaging + Instagram Stories.
Major gift prospects: In-person meetings + handwritten notes.
October Checklist: Create & Warm Up
By October, your campaign calendar should be finalized and your first pieces ready to launch.
1. Plan Unique Engagement Pieces
Video storytelling, social media series, or event tie-ins.
2. Draft Your EOY Appeal & Content
Direct mail letters, emails, landing pages, and social graphics.
Reference past involvement and impact using your data
Personalize appeals to your top donors
3. Activate Ambassadors & Board Members
Provide sample posts, talking points, and outreach lists.
4. Warm Up Major Donor Relationships
Invite them to coffee or site tours.
Share behind-the-scenes updates.
Send thank-you notes or give them a call without an immediate ask.
November–December: Execute with Precision & Urgency
By November 1, your campaign should be ready to roll — now it’s about visibility, urgency, and consistent follow-through.
November Checklist
Launch your EOY appeal before Thanksgiving.
Send a Thanksgiving thank-you (without an ask).
Warm up major donors with calls.
Push early on social media and email.
December Checklist
Giving Tuesday (Dec 2, 2025)
Leverage your match in every channel.
Use visual trackers to show progress.
Maximize social blasts and outbound calls.
Post-Giving Tuesday to Dec 31
Stay visible across all channels.
Follow up personally with top segments.
Continue highlighting the match and deadline.
Final 72 Hours
Schedule targeted emails for Dec 29, 30, 31.
Keep phone lines staffed for last-minute gifts.
Ensure donation pages are fast and mobile-friendly.
Don’t Forget January
While the campaign has ended, you want to make sure to wrap up all loose ends.
Send quick acknowledgments to all donors.
Share results and celebrate your community.
Use a soft “there’s still time to join” message in early January.
Best Practices to Boost Results
Segment strategically by giving history, frequency, and engagement level.
Match the channel to the donor for maximum ROI.
Layer your outreach — multi-channel beats single-channel every time.
Leverage matches to create urgency.
Call lapsed donors to reactivate relationships.
Final Thoughts
Year-end fundraising isn’t just about meeting a revenue target — it’s your opportunity to deepen relationships, demonstrate impact, and build momentum for the year ahead. By starting early, segmenting thoughtfully, and engaging donors across multiple channels, you position your organization for maximum success.
Remember: preparation in August and September sets the stage for a smooth, strategic, and high-performing December. With clear goals, compelling stories, and a plan that integrates major gifts, matching gifts, and personalized outreach, your nonprofit can finish the year strong — and start the next year with confidence.
Need Expert Support for Your EOY Campaign?
Donorly offers services to help you plan and execute a high-impact year-end campaign:
Donor Research to identify your best prospects.
3-Month Jumpstart Engagement with a focus on EOY giving:
Donor research
Donor segmentation & CRM optimization
EOY & donor communications plan
Individual giving & major gifts pipeline strategy
Ready to start? Book a free 30-minute strategy session
