As we enter the final quarter of the year, nonprofits everywhere are gearing up for year-end fundraising. It’s the home stretch, and what you do right now will set the stage for a successful, stress-free campaign. 

But here’s the good news – with a little planning and a few strategic moves, you can make this season a win for both your organization and your donors. I’ve pulled together my top dozen tips to help you plan for 4th quarter success, broken down into bite-sized actions for October, November, and December. Ready to dive in? Let’s do this!

October: Prep Like a Pro

October is all about laying the foundation. Think of it as setting up your playbook for the rest of the year.

1. Secure a Matching Gift Early: Don’t wait until December to secure that match gift. Start reaching out to your major donors or corporate partners now. Matching gifts are a huge motivator for donors. Use this month to make those calls, explain the impact, and secure your match.

2. Collect Mission-Driven Stories: Nothing connects donors to your cause like a powerful story. Now’s the time to gather stories (and photos!) from the people your organization serves. Interview beneficiaries, frontline staff, or volunteers and weave these stories into your upcoming appeals. 

3. Update Your Donor Database: A clean donor database is your secret weapon. Use October to tidy things up. Make sure addresses, emails, and phone numbers are current. Segment your donors into groups (ex. new donors, major donors, monthly givers) so you can tailor your outreach later. A little database love now will save you many headaches come December.

4. Map Out Your Year-End Timeline: Grab your calendar and start scheduling! October is the month to lay out all the moving pieces for your year-end campaign – emails, social media, direct mail, and donor calls. Block off time for each major task and assign deadlines. You’ll thank yourself later!

November: Engage and Connect

The month of Thanksgiving is the perfect time to deepen donor relationships and ramp up your outreach.

5. Send a Heartfelt Thank You: Before you start asking for year-end gifts, take a moment to say thank you. Send a heartfelt, no-ask email to your donors simply expressing gratitude for their support. This touchpoint reminds them they’re part of your mission and sets the stage for your future asks.

6. Finalize Your Year-End Messaging: By mid-November, you should have your key messaging finalized. Review your mission stories and match gift offer. Is your “ask” clear? Does your message inspire action? Make sure all your communication is donor-centric — focus on what they are helping to achieve, not just your organization’s needs.

7. Get Your Emails Ready: Schedule as many of your email campaigns as possible. You know December will be a whirlwind, so the more you can automate now, the better. Draft emails for Giving Tuesday, the last week of the year, and even those “final push” reminders. Pro tip: Test your emails now to ensure everything looks and functions perfectly!

8. Make it Easy to Give: Ensure your donation page is clear, compelling, and, most importantly, easy to use. The last thing you want is a clunky, confusing donation process when donors are ready to give. Also, double-check that your website is mobile-friendly, and consider adding donation amounts reflecting specific impacts (e.g., $50 feeds a family for a week).

December: Execute and Elevate

It’s go time! December is when all your planning pays off and you start your campaign.

9. Launch Your Year-End Campaign Early: Connect with your donors in early December at the latest to give them plenty of time to act. During the holiday season, people are bombarded with requests, so getting ahead can help your message stand out.

10. Send Personalized, Campaign-Specific Thank You Quickly: Send a heartfelt, personalized thank you within 24-48 hours of receiving a donation. Reference the donor’s contribution to the campaign and make it clear that their support makes a specific impact.

11. Schedule Multiple Year-End Emails: Don’t be afraid to send enough emails during the last week of December. Plan a series of reminders, progress updates, and final calls to action — especially on December 30th and 31st. Many donors wait until the very end to give, so stay visible.

12. Remind and Reconnect: In those final days of December, send a gentle reminder to donors who haven’t yet made a gift. A simple email with a friendly, no-pressure tone like, “There’s still time to make your gift count this year!” works wonders.

And don’t forget to keep the communication light and grateful, not pushy. If you’ve secured a matching gift, remind donors that their contributions can have double or triple the impact. This is a powerful motivator for people to give before the deadline.

Wrapping It Up

By breaking your strategy into these manageable steps across October, November, and December, you’re setting yourself up for a successful year-end campaign without the last-minute panic. Remember, thoughtful planning is key to hitting your goals!

Bonus: Download Your Free Year-End Fundraising Checklist!

Need a little help staying on track? I’ve created a simple, easy-to-follow checklist that covers all these tips and more to guide you through a winning year-end campaign. Download your copy here: https://nonprofitmaven.myflodesk.com/4thqtrchklist