As the year draws to a close, nonprofit organizations face a crucial window of opportunity to maximize their fundraising efforts. With 30-50% of annual donations arriving in December, it’s imperative to have a clear, focused year-end fundraising strategy.
Thanks to insights from Andrew Olsen, EVP of Fundraising Solutions at DickersonBakker, and the team at Virtuous, we’ve compiled a set of proven tactics to help you make the most of this vital fundraising period.
The Year-End Challenge
Economic uncertainty and donor fatigue can create hurdles for nonprofit fundraising. However, there’s good news: donors are still motivated by impact and ease of giving. By focusing on targeted strategies, your organization can tap into this motivation to drive year-end success.
7 Proven Year-End Fundraising Strategy Tactics
1. Focus on Donor Assets
- Encourage stock gifts to help donors offset capital gains.
- Promote IRA gifts for supporters aged 70½ and older.
- Push for contributions from Donor Advised Funds (DAFs).
2. Engage Monthly Givers
- Acknowledge the loyalty of monthly donors and invite them to make a year-end impact.
- Personalize appeals with messages like, “You’ve already done so much—here’s how you can make an even bigger impact.”
3. Personal Outreach for Major Donors
- Personally connect with major donors before the year ends.
- Present tailored giving proposals that align with their passions and capacity.
4. Optimize Online Giving
- Audit your donation page to simplify fields and reduce distractions.
- Remove unnecessary links or videos that slow down the donation process.
- Ensure fast page load times to avoid donor drop-off.
5. Activate LYBUNTs (Last Year But Unfortunately Not This Year)
- Identify lapsed donors and send personalized “welcome back” appeals.
- Focus on reigniting relationships with those who’ve previously supported your cause.
6. Increase Fundraising Email Frequency
- More emails can lead to more revenue—if done right.
- Use multiple, personalized emails with clear calls to action.
- Incorporate storytelling to build emotional connections with your donors.
7. Celebrate and Thank Donors
- Send personalized thank-you messages to mid-level and major donors.
- Highlight donor impact through phone calls, emails, or video messages.
- Demonstrating appreciation builds loyalty and encourages future giving.
Prepare for a Successful 2025
What you do now will set the tone for next year’s fundraising success. Retaining donors during the year-end push creates a stronger foundation for the following year. Use this time to deepen donor relationships and gather insights to refine future strategies.
Don’t Leave Your Year-End Success to Chance
If you’re ready to maximize your impact and ensure a successful close to 2024, it’s time to take action. Whether it’s personalizing outreach, optimizing your donation experience, or reconnecting with lapsed supporters, these strategies can help you turn the last days of 2024 into your most fruitful fundraising window of the year.
Special Thanks to Andrew Olsen for his invaluable contributions to these insights. His expertise and guidance continue to support nonprofits striving for growth and impact.
Take the Next Step
Ready to see how Virtuous can help you achieve more personalized, responsive fundraising? Schedule a demo today to learn how you can connect with your donors on a deeper level and drive lasting generosity.
Watch the Webinar to Save Your Year-End Fundraising Strategy
If you missed this webinar, you can watch the full on-demand video here.
