As we enter one of the busiest times of the year for nonprofit professionals, it’s essential to focus on strategies that ensure your end-of-year (EOY) fundraising efforts are impactful. To help you and your team navigate this critical period, I’ve compiled five actionable tips to kick your campaigns into high gear this giving season:

1. Ensure Consistent Year-End Appeal Messaging Across All Channels

Did you know that 30% of all annual giving occurs in December, with nearly half of that taking place in the last week of the year? This staggering statistic highlights the importance of delivering consistent messaging to capture donor attention during this peak giving period.

If you’re mid-way through your EOY appeal and notice that some major donors haven’t opened your emails, it’s time to switch tactics. Consider reaching out through alternative channels, such as a personalized phone call or a handwritten letter.

Hatch can help identify the best platforms for donor engagement. Its advanced social profile tools reveal where your donors are active online and how they engage, enabling you to target them strategically. With 10–15% of all donations made in the last week of the year, ensure your communications are scheduled during this window. Additionally, have a fundraising professional ready to respond to inquiries and assist donors with their final 2024 gifts.

2. Segment by Generation and Donor Type

Tailored messaging ensures your appeals resonate with different donor groups. For example, older donors might benefit from reminders about giving options like Qualified Charitable Distributions (QCDs), also known as IRA rollovers. These tax-advantaged gifts allow donors aged 70½ and older to meet their Required Minimum Distributions (RMDs) while supporting your mission.

If your organization doesn’t currently accept these types of gifts, platforms like Every.org offer free solutions to get started. Hatch’s data tools can identify your donors’ ages, helping you craft targeted communications around QCD giving or other audience-specific strategies.

3. Mobilize Your Board

Your board members are invaluable assets during the year-end giving season. Encourage them to reach out personally to their networks, share campaign materials, or call top donors to express gratitude. Their involvement can amplify your message while adding a personal touch that strengthens donor relationships.

However, I’ve found that many board members struggle to identify potential supporters within their networks. This is where Hatch’s relationship mapping tools shine. By mapping your board members’ affiliations—such as current and past employers, educational backgrounds, and location—you can spark productive conversations about potential connections. Present these maps during one-on-one meetings to facilitate introductions that could lead to meaningful contributions.

4. Strengthen Stewardship for Recurring Donors

Recurring donors are the backbone of sustainable fundraising, providing predictable revenue year-round. As the year ends, show your appreciation by offering them a comprehensive year-end receipt and acknowledgment letter that highlights the impact of their contributions.

But stewardship shouldn’t stop there. Regular communication, event invitations, and organizational updates are essential to maintaining strong relationships with your recurring donors. Sir Hatch can help you draft AI-generated personalized communications, ensuring you’re thanking and engaging these critical supporters consistently and efficiently.

5. Recognize Board Members, Committees, and Volunteers

Your most engaged supporters—board members, committee members, and volunteers—play a pivotal role in your organization’s success. Taking time to thank them for their time, expertise, and financial contributions can deepen their commitment to your mission.

A thoughtful thank-you call, handwritten card, or personalized email can go a long way. Hatch simplifies this process by ensuring you have accurate contact information for all your supporters, whether you’re reaching out via phone, email, or direct message. A little extra stewardship at year-end can energize your most dedicated supporters for the year ahead.

6. Engage with Influencers to Enhance your Crowdfunding Campaign

Many organizations are launching their annual crowdfunding or P2P campaigns in the last few weeks of the year. An often underestimated component of these campaigns is identifying Social Influencers in your network to catapult your campaign to a larger audience. With Hatch, you can easily identify the most influential people in your organization with their proprietary Social Influence Score. In under a minute, you can filter for the most influential people in your database. Who knew you had a celebrity in your database?! Well, Hatch does!:) 

Final Thoughts

The end-of-year giving season is a critical opportunity for nonprofits to maximize impact and build stronger donor relationships. By prioritizing consistent messaging, strategic segmentation, and meaningful stewardship, your organization can close out 2024 with confidence. With tools like Hatch, you’ll be better equipped to make data-driven decisions that enhance your fundraising results. Wishing you success in your year-end campaigns!