1. Clarify your goals and message
Before you write a single social media post or email, get clear on two things:
- What exactly are you raising money for? Be specific! Are you funding a new program? Expanding a service? Buying supplies? Your donors want to know where their gift is going and why it matters. Outcomes-focused fundraising messaging (vs. focusing messaging on meeting a financial goal) performs significantly better.
- What story will inspire people to give? Once your goal is clear, craft a message that’s urgent, emotionally compelling, and tied directly to that goal. A short impact story or client quote can go a long way.
💡Tip: If you ran a year-end campaign last year, revisit what worked. Which stories or subject lines got clicks or donations? Build on that momentum instead of starting from scratch.
2. Map out your campaign timeline
One of the biggest mistakes I see? Waiting until Thanksgiving to start planning.
Instead, create a simple roadmap now that builds energy throughout the fall and leads into a strong December push. Here’s a sample timeline to work from:
- August (Now! 🙂): Set goals, gather stories, and prep visuals
- September: Share impact stories or test messaging with a small “warm up” campaign
- October-November: Launch your year-end campaign (Don’t forget about Giving Tuesday!). Choose the timing that works best for your team, but some feel it’s best to try to get ahead of Thanksgiving (when people are out of town and less likely to look at your communications).
- December: Go big! Use countdowns, highlight urgency, and strong reminders before Dec 31.
💡Tip: Repurpose content that resonated! One great story can become an email, a social media post, and a short video.
3. Choose your channels and plan your content
Now that you’ve got a timeline, let’s talk about where to show up.
You don’t need to be everywhere. Just be consistent on the platforms where your supporters already engage. For most nonprofits, that means:
- Email (your highest-converting tool)
- Social media (great for authentic storytelling + building buzz)
- Website (make sure your donate page is easy to find and mobile-friendly)
Start small and stay strategic:
- Pick 1–2 stories that highlight impact
- Decide what format to use (photo, video, quote)
- Repurpose across platforms
- Schedule content in advance so you're not scrambling later
- Save time for engaging with donors in real-time: Answering questions, deepening relationships through conversations, etc.
💡Tip: Use free tools like Google Sheets, Canva, or Later to organize and streamline your posts.
4. Prep your systems and donor experience
A compelling message will get people to your donation page, but a clunky process might stop them from giving. I’ve seen data that says between 60% to 80% of potential donors leave your page without giving - so the lesson here is, don’t make it harder to give than it has to be!
Before the year-end rush, take time to:
- Test your donation form on both desktop and mobile devices.
- Add a warm, clear thank-you message on the confirmation screen and email receipt.
- Check your website speed (slow load times = fewer donations)
- Set up your tracking (Google Analytics, fundraising software (like Click & Pledge) to monitor what’s working).
💡Tip: Don’t forget recurring donations for long-term impact! Add a checkbox or option to encourage monthly giving.
I have a full checklist for you on this topic. Watch my full 7-step video: How To Do a Year-End Nonprofit Fundraiser (Step By Step)
Try It This Week! 🚀
Year-end might feel far away, but the earlier you start, the more confident (and less stressed!) you'll be when December rolls around.
Here’s a quick win to tackle this week: Block 90 minutes on your calendar to brainstorm your year-end theme or key message. It doesn’t need to be perfect yet, just start the outline.
Bonus: Invite one team member or board member to join you for input. It will help you build alignment and accountability now, saving you time later.
I’d love to hear what you're trying or what’s already working for you!
