I always have a list, it’s how I organize both my brain and my days. I work from many lists, often juggling them all at once. And as much as I’m a paper-and-calendar person, easily persuaded to buy a cute notebook or invest in a new planner system, my lists are just as likely to be scrawled on the back of a Publix receipt!
During Thanksgiving week, my lists were on full display—there was the general to-do list, a menu with required ingredients, an ideas-for-fun-activities list, and, of course, a curated list of tasks for my husband (I’m sure he didn’t read it, but everything got done).
As we close out the year, there’s no need to remind you that these are the busiest weeks for fundraising(!).
It’s time to pull updated donor lists from your CRM and get your year-end giving strategy into full swing. There’s no better time to show your donors some love—and to make sure they know just how important their contribution is to your mission.
1. Start with Who and What You Know: Segmenting Your Donor Lists
Just like I love to organize my to-do lists into categories (menu ingredients versus activity ideas, for example), you’ll want to segment your donor lists based on giving history, engagement level, or connection to your mission. Does your organization have major donors who’ve given generously in the past? Maybe some have been quiet recently, and it’s time for a personal call. Or perhaps you have loyal monthly donors who are great candidates for a special year-end appeal.
Pulling segments from your CRM is key to making sure your outreach is personalized and relevant. For example, your strategy for reaching out to major donors should look very different than your strategy for engaging new donors. The more tailored your communication is, the more likely your donors will feel appreciated—and motivated to contribute again.
2. Make It Personal
When it comes to year-end giving, donors are often flooded with appeals from multiple organizations. So, make sure your message stands out.
Personalization is key, especially for your inner circle of board members, key volunteers, and major donors. A generic, one-size-fits-all message will quickly get lost in the noise. Instead, consider sending a handwritten thank-you note or a personalized email, thanking them for their specific contributions over the course of the year. Mention how their gift made an impact—did it provide scholarships, fund a community project, or help with disaster relief efforts? Sharing tangible outcomes helps your donors feel connected to your mission and reinforces the idea that they are an integral part of your success.
3. Appeal to Different Donor Motivations
Just like my Thanksgiving lists were designed to address a variety of needs—food, fun, and family tasks—your year-end giving strategy should be designed to appeal to different donor motivations. Some donors want to see their money go toward tangible, measurable projects (like funding meals for families or building a new shelter). Others may be driven by a sense of community or a belief in the long-term impact of your organization’s mission.
Use a mix of messaging that speaks to different motivations. For example, a major donor might appreciate an in-depth impact report, while a smaller donor might respond better to a heartfelt thank-you video showing the direct benefits of their gift.
4. Create a Sense of Urgency
When you’re in the midst of the holiday season, it’s easy to get distracted by all the end-of-year festivities. But year-end giving is time-sensitive. Remind your donors that the clock is ticking, and their contribution before December 31st can help make a lasting difference. This is where tax messaging may be helpful—many donors appreciate the reminder that their gift is eligible for year-end tax deductions.
5. Don’t Forget About Matching Gifts
This is the perfect time to remind your supporters about their employer’s matching gift program. Highlighting matching gifts in your end-of-year appeals can double the impact of their donation without any additional cost to the donor. It’s an easy win-win, and it’s often one of the most underutilized fundraising opportunities.
6. Remind Them of Their Impact
Another way to keep your list from becoming a “one-and-done” situation is by reminding your donors throughout the year of the difference they’ve made. While year-end appeals are critical, don’t forget to follow up with donors after they've given. Share updates about the impact their gift is having—whether through a quarterly email, a mid-year report, or even a thank-you video showing real people benefiting from their generosity.
When donors see how their contributions are actively making a difference, it strengthens the relationship and increases the likelihood they will give again in the future.
7. Pour Some Hot Cocoa… and Measure Success
Finally, it will be time to check your progress—and then check it again! You’ll want to know how much you’ve raised, but also which strategies worked and which major donors shared feedback. As you check off your tasks, don’t forget to assess your results. Did certain segments perform better than others? Were matching gift appeals more successful? Did personalized thank-you notes generate additional donations?
Use these insights to build on for next year’s campaign. Each campaign is an opportunity to improve your strategy and increase your fundraising potential.
As you approach the end of the year and start ticking off your fundraising tasks, remember: a well-planned, personalized approach will resonate with donors and help ensure your year-end giving campaign is a success. So, gather your lists, set your goals, and get to work—because those year-end gifts will make all the difference for your organization.
Need help checking things off your list? Reach out to Team Kat & Mouse, and let’s talk about working through those items together!
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