Labor Day is just around the corner, and while many folks are thinking about their last summer hurrah, you, my savvy nonprofit friend, know it’s prime time to get a head start on your year-end fundraising. 

Yes, you don’t have to wait until the holiday season kicks into high gear to start preparing for a successful year-end campaign. There are three key things you can do right now — before Labor Day — that will set you up for success and have your donors saying, “Take my money, please!”

1. Update Your Website (Especially That Donation Button)

First things first — let’s talk about your website. If it’s been a hot minute since you last gave your site a good once-over, now is the time.

Why It’s Important: Your website is the digital front door to your organization. When potential supporters land on your site, they should instantly feel compelled to give. If your donation button is playing hide and seek or if your fundraising page looks like it hasn’t been touched since the early 2000s, you could be leaving money on the table.

What to Do:

• Make Your Donation Button Pop: Your donation button should be super easy to find. Ensure it’s in a prominent location on your homepage — the top right corner is ideal. Use a color that stands out for the background – something bright and eye-catching. It should be one of the first things donors see when they hit the home page!

• Streamline Your Fundraising Page: Take a look at your main donation page. Is the message concise, clear, and compelling? Are you using storytelling to connect with your donors on an emotional level? Is there a mission-related photo? All of these factors can increase the chance of visitors completing a donation. Also, ensure the page is easy to navigate and the donation process is easy and uncomplicated, preferably with the donation form on one page.

Pro Tip: Test the donation process yourself. If it’s more complicated than assembling IKEA furniture, it’s time to simplify.

2. Call Your Donors (Yes, Actually Call Them)

Here’s a crazy idea — pick up the phone and call your donors. I know, I know, who even uses the phone to talk anymore, right? But trust me, this is a game-changer, especially with your big year-end donors.

Why It’s Important: Building and maintaining relationships with your donors is critical to your fundraising success. By reaching out now, you’re not just asking for money — you’re showing that you value them as partners in your mission.

What to Do:

• Check-In: Start with a genuine conversation. Ask how they’re doing, share updates on your organization’s work, and thank them for their past support.

• Plant the Seed: This call is also a perfect time to plant the seed for a year-end donation. The ask could be something like, “We have some exciting plans for 2025, and I hope you’ll consider being a key part of those plans by contributing a special gift during our year-end campaign. Your support would mean so much to us."

Even better, if the donor typically makes a larger gift (say $5,000 or more), ask if they’d consider making a matching gift for the year-end campaign. Matching gifts can double or even triple the impact of donations, making them a powerful tool.

Pro Tip: Keep notes on these conversations in your donor database (CRM) so you can reference them in future communications. It shows you’re paying attention and you truly care about your donors as individuals.

3. Clean Up Your Database (Or Set One Up)

Your donor database is the heart of your fundraising operations. If it’s messy, outdated, or worse — nonexistent — then you’re making your job much harder than it needs to be.

Why It’s Important: A clean, well-organized database allows you to segment your donors, personalize and track your communications, and track your fundraising progress. It’s the backbone of any successful fundraising campaign, especially as you head into year-end.

What to Do:

• Purge the Dupes: Start by cleaning up duplicates. Nothing says, “We don’t have our act together,” like sending a donor multiple letters or emails.

• Update Information: Clean up your donor information, remove bounced emails, incomplete addresses, and phone numbers, and update outdated information if possible.

• Segment Like a Pro: Take some time to segment your donors based on their giving history, interests, or engagement level. This will allow you to tailor your year-end appeal, making it more relevant and compelling.

Pro Tip: If you don’t have a donor database or are thinking about upgrading, now is a great time to explore your options and implement a new system well before your year-end campaign. A good CRM can be a game-changer for your fundraising efforts and make your life a whole lot easier.

Wrapping It Up

There you have it — three power moves you can easily make before Labor Day to set your year-end fundraising up for success. By updating your website, making those donor calls, and cleaning up your database, you’re not just crossing items off a to-do list. You’re laying the foundation for a solid year-end campaign to make a real difference for your organization and the people you serve.

So, roll up your sleeves and get to work. Your future self (and your donors!) will thank you!

Need help with planning, strategy, or copywriting for your year-end campaign? Let’s talk. I am currently taking on year-end campaign clients and would love to chat with you about how I can support you and your organization. Schedule a free call today at https://calendly.com/thenonprofitmaven/gettoknow – I can’t wait to connect with you!