Year-end giving: how to boost donations and engage donors

But here’s the challenge: with so many organizations asking for support, how do you make sure your fundraising appeals stand out? And how do you turn those one-time holiday donors into long-term supporters?

That’s exactly what we’ll cover in this guide. Whether you’re starting fresh or fine-tuning a campaign you’ve run before, you’ll find proven strategies to make this year-end giving season your most successful yet.

Year-end giving and donor behavior

Why do donors give at the end of the year?

There’s a reason why year-end giving is such a big deal for charitable organizations. People are naturally more generous during this time of year—whether it’s the holiday spirit, a sense of gratitude, or the desire to help those in need. But there are also some practical reasons behind the surge in donations.

One major factor? Tax benefits. Many donors want to maximize their tax-deductible contributions before the year closes. If they give by December 31st, they can claim those donations on their tax returns. It’s a win-win: they support a cause they care about and get a financial benefit in return.

Another reason is the power of social influence. Seeing friends, family, or coworkers giving to causes can inspire others to do the same. Nonprofits can take advantage of this by sharing donor stories, running peer-to-peer fundraising campaigns, and highlighting the impact of donations in real time.

And let’s not forget about urgency. When donors know there’s a deadline—like a matching gift opportunity or a specific fundraising goal—they’re more likely to act fast. This is why clear fundraising appeals with a strong call to action are so important.

If you understand why donors give, you can craft a strategy that speaks directly to their motivations—and makes it easy for them to say yes.

How to maintain donor engagement beyond the year-end giving season

Year-end giving is exciting, but the real success comes when those potential donors stick around long after the holidays. Too often, nonprofits see a spike in donations in December, only to lose touch with those supporters in the new year. The key? Keeping donors engaged and turning one-time gifts into ongoing support.

One of the best ways to do this is through recurring donations. Many donors give impulsively during the holidays, but if you show them the long-term impact of their support, they may be willing to give on a regular basis. A simple way to do this? Offer a monthly giving option right on your donation page. Let them know that even a small, steady donation can make a big difference.

Another powerful tool is personalized communication. Instead of just sending a generic thank-you email, follow up with impact stories that show how their gift was used. Segment your donor base and send tailored updates—first-time donors might appreciate a warm welcome, while longtime supporters may want deeper insights into how they’re helping.

Peer-to-peer fundraising is another great way to keep donors involved. Encourage supporters to spread the word and set up their own fundraising pages for your cause. When donors feel personally connected, they’re more likely to stay engaged beyond the year-end giving season.

Lastly, don’t underestimate the power of gratitude. A heartfelt thank-you—whether through an email, handwritten note, or social media shoutout—can go a long way in building lasting relationships with your donors.

Year-end giving doesn’t have to be a one-time event. With the right approach, you can turn seasonal generosity into year-round impact.

How to plan a successful year-end giving campaign

Step 1: Set clear fundraising goals

Before launching a year-end giving campaign, you need a clear roadmap. What are you trying to achieve? How much do you need to raise? Defining your fundraising goals early on will help guide your strategy and keep your team focused.

Start by looking at past campaigns. What worked? What didn’t? If you’ve run a year-end campaign before, review the results and see where you can improve. If this is your first time, set realistic but ambitious goals based on your organization’s needs.

Next, break your goal down into smaller milestones. Instead of just aiming for one big number, set targets for different donor segments. For example:

• First-time donors: Convert 20% into recurring givers.
• Major donors: Secure five large gifts of $5,000+.
• Peer-to-peer fundraisers: Recruit 50 supporters to create their own fundraising pages.

Having specific targets makes your fundraising strategy more manageable and helps you measure success along the way.

Finally, communicate your goals clearly. Donors want to know where their money is going and what impact it will have. Instead of just saying, “Help us raise $50,000,” tell them exactly what that money will accomplish—whether it’s funding scholarships, feeding families, or expanding your programs.

A well-defined goal isn’t just a number—it’s a story that inspires action.

Step 2: Optimize your donation page and forms

A donor’s decision to give can happen in seconds—but if your donation page is confusing, slow, or overwhelming, they might leave before completing their gift. That’s why having a clean, simple, and mobile-friendly page is essential for your year-end giving campaign.

Start with the basics:

• Make it easy to find. Your donation page should be front and center on your website, social media, and email campaigns. A sticky donation button that follows users as they scroll can also help.
• Keep the form short. Only ask for the necessary information. The longer the form, the more likely donors will abandon it.
• Offer multiple payment options. Credit cards, PayPal, Apple Pay, Google Pay—giving should be as easy as possible.

Next, focus on trust and motivation:

• Use strong visuals. A compelling image or video can remind donors why their gift matters.
• Highlight impact. Instead of just showing dollar amounts, explain what each gift accomplishes (e.g., “$50 provides school supplies for a child for a year”).
• Reassure security. Donors need to know their information is safe. Display trust badges and clear security assurances.

Finally, test your page before launching your campaign. Try donating yourself—does the process feel smooth? Are there any roadblocks? Even small tweaks can make a big difference in increasing completed donations.

Your donation page is the final step before someone gives. Make sure it’s an easy, seamless experience that keeps them excited to support your cause.

Step 3: Create a strong fundraising strategy

A successful year-end giving campaign isn’t just about asking for donations—it’s about creating a strategy that reaches the right people, at the right time, with the right message. That means using multiple channels to connect with potential donors and making sure every touchpoint reinforces your fundraising goals.

Start by choosing the platforms where your audience is most active. That could include:

• Email campaigns – Personalized emails that share impact stories and a direct call to action.
• Social media – Eye-catching posts, videos, and live updates that build excitement.
• Website content – A dedicated donation page with clear messaging and easy ways to give.
• Direct mail – Letters and postcards with a heartfelt appeal and a simple way to donate.

Then, focus on storytelling. Facts and numbers are important, but emotions drive giving. Instead of just stating a need (“Help us raise $10,000”), show donors the difference they can make (“Your gift of $50 feeds a family for a week”). Share real stories from the people your organization supports—it helps donors feel connected to your cause.

Lastly, create a timeline for your campaign. Instead of making one big push at the end of December, build momentum throughout the year-end giving season. Plan key moments, like Giving Tuesday, to generate excitement and urgency. A mix of early outreach, last-minute reminders, and follow-ups will help maximize donations.

A strong fundraising strategy isn’t just about asking—it’s about engaging, inspiring, and making giving easy.

Step 4: Utilize matching gifts to maximize donations

One of the easiest ways to boost donations during your year-end giving campaign is by using matching gifts. Many companies offer to match their employees' charitable contributions, doubling (or even tripling) the impact of a single donation. But here’s the catch—most donors don’t know these programs exist.

That’s where your nonprofit comes in. To take full advantage of matching gifts, make sure donors:

• Know about the opportunity. Promote matching gifts on your donation page, social media, and emails. A simple message like “Double your impact—check if your employer matches donations!” can go a long way.
• Can easily check eligibility. Provide a search tool or a list of companies that offer matching gift programs. If possible, link to forms or instructions so donors can complete the process quickly.
• Get reminders. Many people give at the last minute and forget about employer matches. Follow up with a short email reminding them to submit their request.

Adding a matching gift option to your fundraising appeals gives donors even more reason to give. When they see that their $50 donation could turn into $100 (at no extra cost to them), they’re more likely to contribute—and may even increase their donation amount.

Matching gifts are one of the simplest ways to make each dollar go further. Don’t leave this free money on the table!

Step 5: Leverage peer-to-peer fundraising

Getting donations from your existing supporters is great—but what if they could bring in even more donors for you? That’s exactly what peer-to-peer fundraising does. It turns your donors, volunteers, and supporters into fundraisers who share your mission with their own networks.

Here’s how it works:

1. You set up a campaign with clear goals and messaging.
2. Supporters create their own fundraising pages under your campaign.
3. They share their pages with friends, family, and coworkers, encouraging them to give.

This method works because people trust people. A recommendation from a friend or family member is far more powerful than a generic fundraising appeal. It also helps you reach new potential donors who may not have heard of your organization otherwise.

To make peer-to-peer fundraising successful:

• Make it easy. Provide ready-to-use templates, suggested messaging, and clear steps for setting up a fundraising page.
• Offer incentives. Friendly competitions, leaderboards, or small prizes can motivate fundraisers to push harder.
• Recognize and celebrate fundraisers. A simple shoutout on social media or a thank-you email can keep them engaged and excited.

When done right, peer-to-peer fundraising not only increases donations but also builds a stronger, more connected donor base.

Step 6: Build urgency with a clear call to action

A donor might feel inspired to give—but without a strong call to action (CTA), they may put it off and forget altogether. That’s why urgency is key. The more immediate and compelling your message, the more likely donors are to act right now.

Here’s how to create a powerful CTA:

• Use time-sensitive language. Phrases like “Donate today,” “Only a few hours left,” or “Your gift can make an impact right now” encourage immediate action.
• Set a deadline. The end of the year-end giving season is a built-in deadline, but you can also create urgency with limited-time challenges, matching gift opportunities, or countdown timers.
• Make the next step obvious. Whether it’s a big “Give Now” button or a direct link to your donation page, donors should know exactly what to do next.
• Show the impact of giving. Instead of just saying “Donate,” say “$25 provides meals for a family this winter. Give now.” This makes the decision feel more meaningful.

Urgency doesn’t mean pressure—it means making it clear why giving right now matters. The easier and more compelling your CTA, the more donors you’ll convert.

Promoting your year-end giving campaign

Using digital marketing to boost donations

Even the best year-end giving campaign won’t succeed if people don’t know about it. That’s why digital marketing is essential—it helps you reach more potential donors and keeps your campaign top of mind throughout the year-end giving season.

Here’s how to maximize your reach:

• SEO & content marketing: Create blog posts, landing pages, and social media content around key topics like “tax-deductible donations” or “how to give back during the holidays.” This helps people find your campaign when they’re actively looking to donate.
• Social media campaigns: Use eye-catching graphics, short videos, and impact stories to engage followers. Encourage supporters to share your posts to expand your reach.
• Retargeting ads: Many people visit a donation page but don’t give right away. Digital ads can remind them to complete their gift.
• Influencer & partner collaborations: Team up with local businesses, community leaders, or social media influencers to spread the word.

Consistency is key—don’t just post once and hope for the best. Keep your audience engaged with regular updates, reminders, and success stories throughout the campaign.

A strong digital presence makes it easier for donors to discover, trust, and support your cause.

Email marketing and donor outreach

Email is one of the most effective ways to connect with your donor base and drive donations during the year-end giving season. A well-planned email campaign keeps supporters engaged, reminds them of deadlines, and makes giving as easy as possible.

Here’s how to get it right:

• Segment your audience. Not all donors are the same. Personalize your emails based on donor history—first-time givers, recurring donors, and major supporters should each receive tailored messages.
• Tell a compelling story. Instead of just asking for money, share an emotional story that shows the real impact of their donation.
• Make the ask clear. Your email should have one main goal: getting donors to give. Keep the message focused and include a bold call to action (e.g., “Give Now” or “Double Your Impact Today”).
• Create a sense of urgency. Use countdowns, deadlines, or matching gift opportunities to encourage immediate action.
• Send multiple emails. One email isn’t enough. Plan a series—starting early, building momentum, and sending a final reminder before the deadline.

A well-crafted email can turn interest into action. Make it personal, clear, and timely, and you’ll see results.

Engaging supporters with storytelling and testimonials

People don’t donate because of statistics—they donate because of stories. A powerful story helps donors connect emotionally with your cause, making them more likely to give. The right storytelling strategy can transform a simple fundraising appeal into a compelling reason to take action.

Here’s how to use storytelling effectively:

• Make it personal. Share real stories from individuals impacted by your organization. A single heartfelt story is more memorable than broad statistics.
• Use donor testimonials. Highlight stories from past supporters about why they gave and how they felt about making a difference. This helps potential donors see themselves as part of the community.
• Incorporate visuals. Photos and short videos bring stories to life and create an instant emotional connection.
• Tie it back to impact. End each story by showing how donations make a tangible difference. Instead of saying, “We need $10,000,” say, “Your $50 donation provides food for a family this holiday season.”

Great storytelling isn’t just about sharing—it’s about inspiring action. When donors see the real impact of their gifts, they’re more likely to give again and again.

Measuring success and preparing for next year

Analyzing fundraising results

Once your year-end giving campaign wraps up, it’s time to look at the numbers. Understanding what worked—and what didn’t—will help you refine your fundraising strategy for next year.

Here’s what to focus on:

• Total donation amounts. Did you hit your fundraising goals? Compare your results to past campaigns to track growth.
• Donor retention rates. How many donors were new, and how many were repeat supporters? A strong donor base depends on keeping people engaged beyond the holidays.
• Campaign performance. Which channels brought in the most donations—email, social media, peer-to-peer efforts? This tells you where to invest more effort next year.
• Average donation size. Did donors give more or less than expected? This can help with setting realistic donation amount suggestions in the future.

Reviewing your data doesn’t just help you measure success—it helps you plan smarter, more effective campaigns moving forward.

Expressing gratitude and donor retention strategies

Saying thank you isn’t just polite—it’s one of the most effective ways to keep donors engaged beyond the year-end giving season. When donors feel appreciated, they’re more likely to give again.

Here’s how to make gratitude a key part of your fundraising strategy:

• Send personalized thank-you messages. Instead of a generic email, include the donor’s name and mention how their gift will be used. A short, heartfelt message can go a long way.
• Show impact. Follow up in a few months with an update on what their donation accomplished. This builds trust and keeps donors connected to your mission.
• Use multiple channels. A thank-you email is great, but handwritten notes, phone calls, or social media shoutouts can make an even bigger impact.
• Invite donors to stay involved. Encourage them to join your mailing list, attend an event, or explore peer-to-peer fundraising opportunities.

A well-thought-out thank-you isn’t just a closing statement—it’s the start of a lasting relationship with your donor base.

Turn year-end generosity into year-round impact

The year-end giving season is a huge opportunity for nonprofit organizations, but success comes down to planning, engagement, and follow-through. By setting clear fundraising goals, optimizing your donation page, and using strategies like matching gifts and peer-to-peer fundraising, you can maximize donations and build stronger relationships with your donors.

But year-end giving isn’t just about raising money—it’s about creating lasting impact. When you engage supporters beyond December with personalized outreach, storytelling, and thoughtful gratitude, you turn one-time donors into lifelong advocates for your mission.

Harness isn’t just software — we’re your strategic fundraising partner. From idea to execution, we support your end-of-year campaign with a powerful mix of smart tech and expert guidance. Whether you need compelling fundraising appeals, personalized donor journeys, or help running your entire campaign from the backend, we’re here to lighten the load.

Our fundraising platform streamlines everything — automating donor outreach, tracking real-time campaign results, and turning one-time givers into loyal, recurring supporters. Plus, with the Harness team by your side, you’ll have a dedicated fundraising expert who becomes part of your team, offering both strategic planning and hands-on support.

Need a polished campaign site or custom donation form? We’ll build it. Want to send automated thank-you texts? We’ve got that covered too. And when it’s time to analyze your impact, our reporting hub makes it easy to see what’s working and what to do next.

Frequently asked questions

What is year-end giving?

Year-end giving refers to the surge in charitable donations that happens in the final months of the year, especially in December. Many donors give during this time of year due to holiday generosity, tax benefits, and nonprofit fundraising efforts.

Why is the year-end giving season so important for nonprofit organizations?

Nearly a third of annual donations come in December alone. Nonprofits rely on this season to meet fundraising goals, expand programs, and strengthen their donor base. It’s the best time to engage supporters and maximize donations.

How can I maximize my fundraising efforts during the holidays?

Start early, set clear goals, and use multiple channels to reach potential donors. Optimize your donation page, leverage matching gifts, and use peer-to-peer fundraising to expand your reach.

Are year-end donations tax-deductible?

Yes! Many charitable organizations are eligible for tax-deductible donations. Donors should check with a tax advisor or review IRS guidelines to ensure their contributions qualify.

What are the best ways to encourage recurring donations beyond the year-end giving season?

Make monthly giving an option on your donation page, show the long-term impact of recurring gifts, and follow up with donors through personalized thank-you messages and updates.

How can I use storytelling to boost year-end donations?

Share real stories of how past donations have made an impact. Use images, videos, and testimonials to create an emotional connection with donors and inspire them to give.

How can I promote matching gifts to increase donation amounts?

Educate donors about employer matching gift programs, add a search tool to your donation page, and remind donors post-donation to check if their employer matches gifts.

What digital marketing strategies can help increase year-end donations?

Use targeted email campaigns, social media outreach, retargeting ads, and SEO-optimized blog content to attract potential donors. Consistently remind supporters about deadlines and the impact of their gifts.

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