Your Year-End Campaign Starts Now: A Month-by-Month Guide
Year-end giving is one of the greatest opportunities your organization has to inspire generosity, deepen donor relationships, and finish the year on a high note. With the right planning, you can turn these final months into a powerful period of growth and impact.
Over 25% of annual donations arrive between GivingTuesday and December 31, with a remarkable 5% coming in on the very last day of the year. That’s a window of opportunity you will want to take advantage of.
The key to unlocking this potential? Starting now. By preparing in the summer months, when things tend to be a little slower, you can lay the groundwork for a compelling campaign that builds momentum, engages your supporters, and delivers results when it matters most.
With this month-by-month guide, you’ll be equipped to create a campaign that’s not only effective, but joyful and mission-driven every step of the way.
July/August: Segment and Clean Up Your Lists
July is the foundation month. Begin by organizing and cleaning your donor database, ensure that contact information is up to date, identify lapsed, active, and major donors. Categorize your list by donor type.
Then, focus on planning and gratitude.
Send tailored thank-you messages without an ask to build trust and reinforce relationships:
First-time donors: A personalized note welcoming them to your community.
Lapsed donors: A warm “we missed you” message acknowledging their past support.
Recurring donors: A heartfelt letter from your Executive Director expressing appreciation.
Major donors: Plan individual pathways to giving. Set up meetings to determine giving priorities.
August: Steward Your Donors
Stewardship is about showing impact and appreciation, not solicitation.
Throughout August:
Share stories of transformation made possible by their support.
Invite donors to behind-the-scenes virtual events or Q&A sessions.
Send birthday or anniversary acknowledgments where appropriate.
Personalization is key. Use the segments you’ve created to craft messages that resonate with each donor type. When donors feel seen, they’re more likely to stay engaged.
September: Share Impact Reports
This is the time to show donors the difference they’ve made.
Develop and distribute impact reports that highlight:
Key achievements
Testimonials or stories
Financial transparency
Visuals such as infographics or videos
For major donors, personalize reports based on giving history.
These reports should be clear, concise, and emotionally resonant. Let your supporters see how their dollars translated into real change and thank them again for their role.
October: Craft Your Campaign Messaging
Now you begin building the creative engine of your campaign.
Focus on:
Developing a compelling theme or story arc that runs throughout the campaign.
Creating segmented messages that align with each donor group’s motivations.
Meeting with major donors to confirm giving interests.
Building an email and social media content calendar.
Start developing assets like videos, images, and testimonials. Don’t forget to prepare landing pages and donation forms for maximum impact and ease of giving.
November: Launch Your Year-End Campaign
With GivingTuesday (first Tuesday of December) on the horizon, it’s time to go live.
Your campaign should:
Build in intensity through the month.
Include multiple touchpoints (emails, social media, direct mail).
Highlight donor impact and urgency.
Offer match opportunities or incentives if available.
Meet with major donors for in-person asks.
Make sure your staff and board are aligned and ready to amplify messaging. Encourage peer-to-peer fundraising and engagement.
December: Finish Strong
December is your biggest giving month, and every day counts.
In this final phase:
Remind supporters of the tax benefits of giving before Dec. 31.
Use countdowns and urgent messaging, especially in the final week.
Highlight any matching gifts or end-of-year challenges.
Send out acknowledgment letters or automated receipts immediately.
Make personalized follow up phone calls to major donors.
On December 31, send final reminders in the morning and late afternoon; many donors wait until the last minute to give.
Activate Your Campaign Now
A successful year-end campaign doesn’t happen in a flurry of December activity. It’s the result of months of thoughtful planning, donor-centered communication, and strategic momentum-building.
Start today. Your year-end success begins now.
