Think it’s too late to do any year-end fundraising – or to bolster the plans you already have? Think again.

The final week of December cannot be underestimated or overlooked as a time for impactful year-end giving. In fact, many nonprofits report that more than 10% of their annual giving comes in during the last three days of the year.

The good news is that you have time to implement some last-minute fundraising tactics to make sure you’re maximizing your income during the final days of 2020.

Here are three things you can do right now to encourage extra gifts before the ball drops this year:

1. Get your landing page(s) in order. Create a clean, easy-to-navigate donation form for your donors, so they’re likely to follow through on their intention to give. If possible, the visual elements on your landing page should match other donor-facing communications, like emails, Facebook ads, and homepage promotions.

2. Plan for 2-4 emails in the final week of the year. These emails can be short and sweet but convey urgency. If possible, personalize these emails by adding first name salutations to your subject line and email, or even including donor status if your software is capable. Consider a “last chance” email on the evening of 12/31 to try to secure a few very last-minute gifts.

3. Get your thank-you communications ready. Expressing appreciation for your donors at the beginning of January, along with some concrete plans for the coming year, is a sure way to get on the right foot and help retain your supporters for a longer time.

These three tactics are sure to lead to some extra income for your organization before we all say farewell to 2020 and welcome a fresh start in 2021.

Good luck with your end-of-year campaign and Happy New Year!


Need some last-minute assistance with your year-end campaign or help planning 2021 communications?