Year-End Fundraising: There’s Still Time!

Every year, nonprofit teams hit a moment when the calendar feels like it’s closing faster than their campaign plan can keep up.

Maybe you’ve been deep in events, stewarding major donors, ramping up Giving Tuesday… and suddenly it’s December and the question hits:

“Is it too late to make a meaningful impact?”

Absolutely not.

Year-end giving remains one of the most powerful revenue opportunities for nonprofits, and even when time is short, the right approach can drive meaningful results. Some studies indicate that between one-quarter and nearly half of annual online revenue comes in during the final stretch of the year.

Momentum can still be built. Urgency can still motivate giving. And your mission still matters.

Below is a focused, fast-action plan to help you finish strong.

1. Optimize Your Donation Page for Conversion

When time is tight, your donation form becomes your most important asset. Every outreach effort you make will ultimately lead here, and small improvements can make a significant difference.

Do this now:

• Simplify the page. Remove distracting links and competing calls-to-action.
• Make sure it’s fast and mobile-friendly. Many donors give on their phones.
• Use clear, impact-driven copy. (“Your gift today provides…”)
• Add smart suggested gift amounts with short impact statements.
• Include trust signals — ratings, testimonials, partner logos.
• Enable digital wallets (such as Apple Pay, PayPal, Google Pay) to reduce friction.
• Feature matching-gift messaging if available — match reminders lift conversion.

Quick win: Add a line reinforcing urgency, such as “Make your gift before midnight” or a subtle countdown banner.

2. Send a Short, High-Impact Email Sequence

Email remains the most reliable channel in the final days of the year. Plan a series with intention and urgency.

Suggested send sequence:

• Kickoff email: “There’s still time to make a difference.”
• Impact message: A brief story or clear outcome the gift supports.
• Deadline reminder: Reinforce the timeline and encourage action (“Only a few days left to make your year-end gift and support ___.”)
• Final-hours send: Short, direct, urgent — “Time is running out to make your year-end gift.”

Tips to maximize results:

• Segment where possible: Active donors, Lapsed supporters, New subscribers, Monthly donors
• Use concise CTAs. “Give now” performs better than softer alternatives.
• Resend to non-openers with a modified subject line.
• Include texts if your program supports it — short, warm, direct.

P.S. A brief reminder that gifts may still be tax-deductible works — keep it light.

3. Reinforce Your Message Across Digital Channels

Even a modest multichannel push can amplify results at year-end.

Priority actions:

• Retargeting ads for website visitors and recent engagers.
• Light paid social or Google search to capture giving intent.
• Use your Google Ad Grant (if eligible) for branded + mission-intent keywords.
• Organic social reminders with strong visuals and a clear ask.
• Text reminders for opted-in audiences.

End-of-year urgency works. One analysis found that the final week of the year can represent nearly half of online year-end revenue, with giving surging in the last 72 hours.

If your team is stretched thin, focus on one or two digital tactics and execute them well.

P.S. If you ran a strong Giving Tuesday campaign, keep that momentum going.

Click here to read: Giving Tuesday Tips: Strategies That Drive Support

4. Thank Quickly. Steward Thoughtfully. Build Retention.

The moment after a gift is made matters. A thank-you isn’t a checkbox — it’s the beginning of the next relationship moment.

Immediately:

• Warm, timely thank-you email.
• Short message from leadership or the board.
• Impact highlight — story, stat, beneficiary quote if you have one.

Shortly after year-end:

• A welcome & nurture sequence for new donors.
• An invitation to stay involved — not just financially, but through stories, events, volunteer touchpoints, and community.

Retention turns a strong finish into a stronger year ahead.

The Bottom Line: It’s Not Too Late

Even if your plan feels behind, donors still want to make an impact, especially when reminded clearly and personally.

A focused sprint now doesn’t just raise year-end revenue. It builds connection, momentum, and trust that carries into the new year.

And if you’d like help putting your final stretch into motion, we’re here — and ready to support your year-end push and long-term growth.