Avoid the December Disaster: 10 Year-End Fundraising Do’s and Don’ts

For fundraisers, December isn’t just another month. It’s the Big One with capital letters. Nearly a third of all the money you’re going to raise this year will come in during the final stretch, which means your final campaign is critical. It can make or break your results.

But let’s be honest: year-end is also chaotic. Between donor outreach, acknowledgments and tax receipts, events, and reporting, even the very best teams are stretched thin. The risk is that overwhelmed teams might slip into the habits that can quietly cost donations.

There’s good news! Year-end success doesn’t require vats of coffee or sleepless nights. It just takes a smart strategy, the right tools, and a few guardrails to keep you on the right path.

Here are ten of those guardrails…a quick list of do’s and don’ts that will help you hit your goals and finish strong.

1. Do: Segment Your Donors

Your donors aren’t all the same, and your messages shouldn’t be, either. Use your nonprofit CRM (this article lists 25 top choices) to sort your donors into key segments like major givers, monthly donors, first-timers, and lapsed supporters. Then tailor your outreach so it feels personal and relevant.

Don’t: Blast the same generic “Season of Giving” email to everyone. Send messages that deepen your engagement, so you’ll turn one-time donors into lifelong supporters.

2. Do: Prioritize Stewardship (Even When You’re Stressed)

When inboxes are overflowing, gratitude stands out. Make it a goal to send thank-yous within 24 or 48 hours of every gift. A quick, heartfelt note or personal email can go a long way in building loyalty.

Don’t: Wait until January to thank everyone. By then, the moment has passed. Rather, treat every donation as an opportunity to deepen trust and remind donors how much they matter.

3. Do: Audit Your Donation Page

Now, while things are a little quieter than they will be, pretend you’re a donor. Visit your donation page (even better, do it from your phone) and click every link. Try different payment types. If anything is confusing or clunky, fix it asap. A single broken link or confusing CTA can cost you hundreds or thousands of dollars!

Don’t: Assume last year’s page is still fine. Instead, simplify your page even more. Include fewer clicks, less required information, and modern payment options like PayPal, Venmo, or Apple Pay.

4. Do: Go Multichannel!

Email is fast, easy, and free, but that’s not the only place your donors hang out. They scroll, post, text, and even check their physical mail. Your message should meet them where they are! Combine digital outreach with personal touches like social posts, video messages, or even an old-fashioned phone call.

Don’t: Rely on one big email blast to do your heavy lifting. Layer your outreach so every channel complements and reinforces the others.

5. Do: Create Urgency…But Not Panic

Urgency moves people to act, but desperation turns them off fast. Instead of last-minute panic, build momentum with early countdowns, progress updates, and challenges that inspire donors to jump in. Remember the ALS Ice Bucket Challenge…it was one of the more effective campaigns ever run, and it had people dumping cold water on their heads. Get creative with your campaigns and create buzz.

Don’t: Send your first “It’s Almost Over” email on December 30. Use urgency thoughtfully to show that every gift right now matters.

6. Do: Empower Your Ambassadors

Your board, staff, and volunteers are your secret weapons. Give them shareable posts, talking points, and easy messages so they can spread the word confidently. Make it really easy for them to be your megaphone! You can also include anyone who has participated in a peer-to-peer campaign for you. Ask them to talk you up at their holiday gatherings.

Don’t: Assume everyone will post, promote, or talk about your campaign on their own. Equip them with tools and celebrate their help; it multiplies your reach and doesn’t cost you a penny.

7. Do: Show Progress in Real Time

Donors love being part of a winning story. Use visuals, updates, and social proof to show momentum and bring people into the excitement. “We’re 80% of the way there!” or “Just 10 more gifts to hit our goal!” will show people they can really make a difference by pitching in.

Don’t: Go radio silent until the campaign is over. Celebrate wins, big and small, loudly and joyfully. It keeps the giving energy alive.

8. Do: Spotlight Recurring Giving

You know how critical a strong monthly giving program is, and now’s the time to shore that up. December donors tend to have an emotional response to generosity and impact, so use that momentum to promote your monthly giving program. Even a simple checkbox or short paragraph can turn a one-time donor into an all-year-long donor.

Don’t: Treat recurring giving as unimportant or an afterthought. It’s too important to long-term success to downplay. Frame a small monthly gift as an easy way to make a difference all year long.

9. Do: Test, Test Test. Test Everything.

Think of it as a dress rehearsal for a huge show. Send test emails. Check links. Review automation triggers. Complete a donation on your computer and your phone. Make sure receipts, acknowledgements, and dashboards are working flawlessly before the crowds arrive.

Don’t: Find out your “Donate” button is broken on Giving Tuesday. Catch hiccups now so year-end runs on autopilot.

10. Do: Have a January Plan

The minute the ball drops and the campaign ends, donor retention begins! Have a January sequence ready. It should thank donors, report on your results and impact, and ask them to stay engaged in the new year. This is another prime opportunity to promote your monthly giving campaign.

Don’t: Let January be a big exhale without any action. It’ll slip right on by. Use the post-holiday lull to reconnect with your new and returning donors to charge into the new year strong.

Ready to Wrap (Without the Chaos)?

A successful year-end campaign is about hitting revenue targets, but it’s also about keeping your mission front and center, even when things get hectic. When you plan ahead, automate what you can, and lead with gratitude, you sow the seeds for long-term success.

Remember, the nonprofits that thrive in December aren’t the loudest or the most outrageous. They’re simply the ones that make their donors feel something. The ones that tell great stories. They ones that are well prepared.

And if your technology is not making your year-end planning easier, see how CharityEngine can help you finish strong (and start next year even stronger).