Nearly one-third of all annual giving happens in December, and 12% of all giving occurs in the last three days of the year. For many organizations, year-end fundraising makes up the majority of their annual revenue.

That doesn’t happen by accident.

The most successful campaigns start with early planning, clear goals, and multichannel coordination — not last-minute scrambling.

Whether you’re prepping in spring, summer, or early fall, this guide will help you build a strong foundation and make the most of the most generous season of the year.

Set Goals That Actually Guide You

Don’t just set a revenue goal — build a plan around it. Ask:

• What’s our overall fundraising goal?

• How much do we need to raise in year-end specifically?

• How will we measure success across different channels (email, ads, social, direct mail, texting)?

• What’s our donor retention goal? Reacquisition? First-time givers?

Clear, measurable goals give your campaign structure and allow you to adjust if things aren’t tracking mid-stream. They also give your team a shared sense of purpose.

Segmenting Isn’t Optional

This is where a generic “dear donor” email starts to fall flat. At Amplify, we believe in a human-first approach — one that recognizes donors are people first, not just line items on a spreadsheet.

Segmentation is how you show your donors you know them. It allows you to:

• Thank repeat donors by referencing their past support.

• Welcome new donors with a tailored message.

• Nurture non-donors with impact stories before asking them to give.

• Remind lapsed donors how their past gift made a difference.

And the best part? This doesn’t have to be complicated. Start with basic segments and build from there. Even small differences in messaging can significantly increase response rates.

Tell the Story and Show the Stakes

Don’t assume your donors know what their gift will do. Make it clear.

You can take two routes here:

A positive outcome:

“Your gift will help launch a new mental health program serving 200 students this spring.”

Or the consequence of falling short:

“If we fall short, we’ll have to delay launching our meal delivery program… and that means 40 families will go without support in January.”

Both are powerful. Use whichever fits your organization and audience — and don’t shy away from being honest about the need.

Downgrade Asks Can Actually Upgrade Results

Not everyone can give what they gave last year. That’s okay — and acknowledging it can actually unlock more generosity.

Instead of saying, “Would you consider giving $100 again this year?”, try something like:

“Your gift of $100 last year helped equip 4 teachers with classroom supplies. This year, would you consider giving $50 to help reach two more?”

That gentle shift removes pressure and gives donors permission to give at a level that works for them. And in our experience, many end up giving more when they don’t feel like they have to hit a certain number.

Watch Your Metrics, Not Just Your Volume

This is where a lot of year-end campaigns go sideways.

You send 12 emails and get 24,000 clicks. Feels good, right? But then you realize only 1.2% converted.

Engagement is different from activity.

Clicks, impressions, and opens are important, but they’re only the beginning. You need to track what happens next — donations, form completions, volunteer sign-ups, pledges.

Tools like Avid.ai can help you dig into cohort performance, channel ROI, and attribution across segments. And if you’re blending channels, UTMs are essential.

I personally recommend utmmaker.com — it’s what I use to build consistent, campaign-aligned UTMs across email, ads, and social. When those tags are consistent, attribution becomes possible. And when attribution is possible, optimization becomes easy.

Don’t Be Afraid of Sending Too Many Emails

Worried about sending too much email? Here’s the reality:

Even if your open rate is 60% (which would be stellar), that means 40% of your list didn’t see your message.

And most organizations see open rates closer to 20–30%.

That’s why volume — paired with variety — matters. Mix it up with:

• Appeals

• Impact stories

• Surveys

• Donor spotlights

• Giving matches

• Countdown reminders

• Giving Tuesday announcements

If someone gets four emails in December and one of them finally connects — that’s a win. You’re not annoying your donors. You’re inviting them to be part of something meaningful.

Don’t Just Ask,  Cultivate the Relationship

Yes, it’s year-end, and yes, you’ll be making bold asks. But generosity grows best in relationships — and relationships need cultivation.

This season is the perfect opportunity to connect with your community in meaningful ways that don’t involve a donation button.

That might look like:

• A short video story of someone whose life was changed — and the donor who made it possible

• A heartfelt email sharing a moment of impact from your team’s perspective

• A free downloadable ebook or story collection that illustrates the mission in motion

• A simple “thank you for being here” note to your full list, even those who haven’t given yet

It’s not about the format. It’s about the heart behind it.

When you show up with honesty, empathy, and value — not just an ask — you’re reminding people that they’re part of something real. That their support matters. And that they’re more than a number in your database.

That kind of connection deepens trust and builds a foundation for long-term generosity.

Use Every Channel (and Make Them Work Together)

Year-end isn’t a time to play favorites. Use every channel you have — and make sure they’re aligned.

• Email: Still the highest ROI channel for direct response fundraising

• Direct mail: Especially effective with mid and long-time donors

• Texting: Great for reminders and thank-yous, especially on key dates

• Paid search and paid social: Capture warm leads and remarket to site visitors

• Website: Sticky bars, popups, countdowns, and messaging alignment

• Phone calls or ringless voicemails: Especially for major donors or long-lapsed supporters

They don’t all need to say the same thing — but they should all point to the same goal.

Stewardship Isn’t the Afterthought…It’s the Follow-Through

Too many year-end campaigns end with a big December 31 send… and silence in January.

Don’t let your final impression be “thanks for your money, goodbye.”

Instead, plan for follow-up that feels human:

• A heartfelt “you made this happen” email

• A short video recap of what was accomplished

• A segment-specific thank-you referencing their support

• A donor onboarding series for first-time givers

And don’t forget to thank those who didn’t give — with a message that says, “We’re glad you’re here. Let’s keep in touch.”

Suggested Timeline (Adjust to Fit Your Calendar)

If you’re using direct mail, your timeline should start even earlier — with campaign decisions and creative finalized by early September.

What’s Worked for You?

There’s no single perfect formula for year-end success. The ideas here are meant to equip you, not overwhelm you. Great fundraising is just thoughtful communication, over time, with people who care.

I’d love to hear what’s worked for you in past year-end campaigns. What messages resonated most with your donors? What channels surprised you? What are you hoping to try differently this year?

And if you’re looking for fresh eyes or a second brain to think it through, I’m always up for that too.

Let’s keep learning together.