End-of-Year Giving

‘Tis the season for gratitude, and that’s what your end-of-year donor letters should be about! Go beyond fundraising to provide a touch point that thanks supporters for making your work possible.

You’re doubtless aware of the importance of donor stewardship. There’s no better time to practice it than during the golden time of giving. Use your end-of-year fundraising appeal to reach out to both current and lapsed donors with a focus on gratitude, saving poignant stories for later communications. Now is the time to express your pride in your organization’s accomplishments, and communicate that it’s worth donor investment. Then thank them for being among your supporters, for making the work you’re sharing in the letter possible, and for being part of your past and future success. 

End-of-Year Campaign Tips

• Express gratitude at both the beginning and end of your letter (this can double your response).

• Increase success by having a clear, realistic fundraising goal and by providing options for how donor gifts can be used.

• Offer fast, convenient ways to give like QR codes and web-links.

While online fundraising receives a lot of attention, the tried-and-true workhorse is the hard-copy letter. People are more likely to open postal mail than easily-deleted email, and letters appeal to those who are uncomfortable with online giving transactions. Keep in mind that writing your letter should be the beginning of your end-of-year campaign.

Boost its success through personalization and additional contact:

• Hand-address and sign the letter – and increase your response rate by 46%

• Handwrite notes – for an added 25% response

• Send follow-up emails – for an added 46% response

• Follow-up texts dramatically increase results!

Which methods you choose will depend on the length of your donor list and your ability to enlist board members and other key volunteers. Just make sure that all efforts include expressions of gratitude for your donors during this season of giving.