Must-try fundraisers to supercharge your end-of-year giving
Three amazing fundraising strategies - plus a bonus! - for year-end
By Lindsay Jordan
For many nonprofits, the end of the year represents the single most critical period for fundraising. During this time, donors are not only reflecting on the impact they want to make, but many are also motivated by tax deductions and the spirit of giving during the holidays.
Research consistently shows that a significant portion of annual charitable contributions (like 30% of total donations) occurs in the final two months of the year. By focusing your efforts now, nonprofits can maximize both revenue and engagement, turning casual supporters into loyal donors who understand the tangible impact of their contributions.
Moreover, end-of-year giving provides an opportunity to tell compelling stories and demonstrate impact. Donors are more likely to respond when they see how their contributions directly support the mission and help real people. By highlighting success stories, setting clear goals, and creating a sense of urgency, nonprofits can inspire generosity and deepen connections with their community.
Investing in a strong year-end campaign isn’t just about meeting immediate financial needs - it’s about building momentum and fostering relationships that carry into the new year.
Here are three fundraising strategies we use with our clients here at Write On Fundraising to help supercharge your end-of-year giving:
1. Ask more than once - like, a lot more
Whether you are leaning entirely on email or planning for a few mailed pieces, ask more than once. Too often, we see organizations complaining about the failure of last year’s EOY campaign, only to learn it was a single letter or email they felt underperformed. Simply put, it’s not enough.
Download our FREE Sample Email Campaign Cadence from The Fundraising Nook to start planning 10-15 communication touchpoints for your donors. Use our proprietary communication model - BASIC - to craft messages that Build Awareness; Advance Understanding; Sustain Relevance; Initiate Action; and Create Champions!
2. Leverage “Giving Tuesday,” this year on December 2!
The popularity of GivingTuesday wanes and grows depending on who you’re talking to, but last year donors contributed an estimated $3.6 billion on this national day of giving, marking a 16% increase from the previous year. This surge in generosity presents a prime opportunity for nonprofits to engage supporters.
Check out this year’s participant resources for great ideas on how to incorporate this national giving opportunity into your own fundraising program. GivingTuesday support includes a “Generosity Toolbox,” graphics, logos, and a number of success stories from other nonprofits.
3. Secure a matching gift and create a sense of urgency
Even during the holidays, when generosity is top-of-mind, donors want to ensure their contributions make the greatest possible difference.
Matching gifts provide a unique advantage, allowing donors to double or even triple their impact when a campaign partner or peer agrees to match their donation. This not only increases the immediate value of each gift but also creates a sense of urgency, motivating supporters to give before the opportunity expires. By leveraging matching gifts in year-end campaigns, nonprofits can inspire larger donations, amplify engagement, and demonstrate to donors that their generosity truly moves the needle.
Where do you find a matching gift prospect? Look at last year’s end-of-year giving. Is there a donor you could approach about making their gift a match for greater impact, or increasing their gift to challenge other donors? Typically, a donor who is willing to make a matching gift is one who is already giving to you.
Bonus strategy: Activate peer-to-peer fundraising
Another highly effective strategy for end-of-year giving is peer-to-peer fundraising. This approach taps into the networks and passion of your supporters, empowering them to fundraise on your behalf. When donors, volunteers, or community members share your mission with their friends and family, your nonprofit reaches new audiences—often people who may not have engaged with your organization before.
Peer-to-peer campaigns are especially powerful at year-end because they combine personal connections with the urgency of the season. Supporters are motivated to give when a friend asks, and fundraisers themselves feel more invested in achieving the campaign’s goals. By incorporating elements like fundraising milestones, friendly competitions, or team challenges, nonprofits can create excitement while encouraging larger donations.
When paired with matching gifts or giving challenges, peer-to-peer campaigns can turn a handful of dedicated supporters into a year-end fundraising powerhouse, helping you maximize contributions while deepening engagement within your community.
Need help putting your end-of-year giving strategy together? Don’t have the capacity to run the types of campaigns mentioned on your own? Write On Fundraising offers fractional fundraising support, what we call Director of Development on Demand, to build and launch powerful fundraising vehicles for emerging, scaling, and mature programs. Schedule a free discovery session today to see if Write On is a fit for your needs or call 888-308-0087!
