As the year draws to a close, nonprofits everywhere are gearing up for one of the most critical times in the fundraising calendar. The year-end period is not just about closing out the year with a bang; it's an opportunity to establish deeper connections with your donors, reflect on your achievements, and set the stage for future success. But how do you stand out in the flurry of charitable appeals?
Fear not, because we've got you covered with our top year-end fundraising hacks – aka things that you can incorporate in your already-planned campaign.
Email Hacks
1. Re-Send for Results
One effective strategy is to re-send your donation appeal emails later in the day to those who didn’t click and/or donate initially. By changing the subject line and sender, you can create a fresh appeal that captures attention. Including a personal note from your Executive Director adds a touch of authenticity and can significantly increase the likelihood of engagement. This approach is a low-effort but high-impact way to boost donations.
2. The Power of the P.S.
Never underestimate the power of the postscript. The P.S. line in your email is one of the most read and clicked-on elements. It’s skimmable and easy for readers to find, making it your last chance to convince donors to take action. Use this space wisely to reinforce your call to action or highlight a compelling fact or story.
3. Thoughtful Exclusions
Who you choose not to send an email to is just as crucial as who you target. By excluding inactive subscribers and those who have already donated from your follow-up list, you can reduce confusion and ensure that your communications feel targeted and respectful. This thoughtful approach helps maintain a positive relationship with your supporters.
4. Multi-Channel Engagement
Incorporating SMS and voicemails into your campaigns can further enhance engagement. Text messages are direct and immediate, while voicemails add a personal touch that can resonate with your audience. These additional channels can serve as gentle reminders or provide updates on campaign progress.
5. Next Suggested Gift
For donors who have previously contributed, consider suggesting a next gift amount based on their donation history (see if your email service provider has this as an option). Offering a specific amount can make it easier for supporters to decide how much to give and can lead to increased contributions.
6. Send Time Optimization
Timing is everything. Utilize your email service provider's send time optimization feature to ensure your emails land in your audience’s inbox at the optimal time for them. By sending emails in their specific time zone and when they are most likely to open them, you increase the chances of your message being seen and acted upon.
7. Digital Continuity
Brynne talked about digital continuity here, and it can't be said enough: Make sure your emails match your donation page. Align the copy, imagery, and CTA to ensure consistency and reinforce your ask. Research by NextAfter shows this can boost conversion rates by as much as 10%.
Social Media Hacks
The last thing you want to be worrying about as you spend time with friends and family over the holiday season is whether or not your social media post published or if you need to scramble and get something up in the final hour.
Here are some creative, actionable social media hacks to help you engage your audience, spark generosity, and drive donations without wasting time on content that won’t perform. And if you think all you can do is get two posts out per week, there’s a hack for that, too 😉
1. If You Can Only Post 2 Times Per Week, Here’s What to Focus On
Consistency matters more than frequency. If you can only post twice a week, make those posts count by focusing on:
- Impact Stories: Highlight the tangible results of your work. Share a specific story or example of how donations have changed lives, and pair it with compelling visuals or a video
- Calls-to-Action with Urgency: Use your second post to drive action. Share an update about your campaign goal, announce a matching challenge, or encourage donations before a specific deadline.
2. Double Down on Engagement (It Can Be More Effective Than Posting)
Instead of spending five hours creating new posts, try spending one hour per weekday building relationships with your audience through engagement. These small actions take far less effort than creating a brand-new campaign—and they’re 10x more personal.
- Reply to comments and messages. A thoughtful “thank you” or personalized response shows your audience you care.
- Send a quick DM. Reach out to your top supporters with a simple message like, “Your support means the world to us—thank you!” It’s personal, memorable, and takes just a minute.
- Start conversations in the comments. On your posts or others’, ask questions like, “What inspires you to give back this season?” People love to share their stories.
3. Repurpose the Content You Already Have
No time to brainstorm something new? That’s okay! Repurpose what you’ve already created:
Turn a donor email into a carousel post.
Clip a few seconds from an old video to share on Instagram Stories.
Repost your highest-performing content from earlier this year. Drop it into your favorite AI tool and ask it to refresh it for you.
There’s no need to reinvent the wheel—your best work deserves an encore.
4. Leverage Your Donors’ Stories (and Tag Them!)
Donors love seeing their impact—and their peers do, too. Spotlight their generosity with posts like:
- A photo or video of a supporter making a donation or volunteering.
- A quick “Why I Give” quote from a donor.
- A thank-you post for a matching donor or corporate partner.
Tagging donors (with their permission) not only honors them, but also increases the visibility of your campaign to their networks.
5. Lean Into Gratitude
This time of year, gratitude goes a long way. Even if you’re short on time or resources, a simple thank-you can leave a lasting impression:
- Share a heartfelt “thank you” post at the end of your campaign.
- Post a photo or video of your team or beneficiaries saying thanks.
- Use Stories to thank supporters in real time as donations come in.
Gratitude doesn’t just feel good—it creates loyal advocates for your cause.
Remember, it’s not about how much you post—it’s about posting intentionally. A few posts per week paired with high engagement is better than posting every day without strategy.
By implementing these strategies, nonprofits can enhance their email campaigns, foster stronger relationships with donors, and ultimately drive more donations to support their vital work.
About the Authors
- Brynne Krispin is a social media strategist for NGOs and purpose-driven businesses. She specializes in making complex issues resonate with audiences. With a decade of experience in DC, her team at Cause Fokus uses empathy-based marketing to transform passive viewers into loyal advocates.
- Katelyn Baughan is a nonprofit email consultant and founder of KB Digital, dedicated to helping organizations leverage email marketing for impactful fundraising. With experience managing multi-million dollar campaigns for clients like National Geographic and The Trevor Project, she combines expertise and a passion for making a difference to maximize nonprofit success.