For nonprofit leaders, the holiday season isn't just about festive cheer and spending time with family. It's also the most critical fundraising season for nonprofits. The spirit of generosity and joy sparks a desire in donors to give to the organizations that mean the most to them. This means that every development officer in the country is eager to capture the attention of supporters and potential givers. How will you make your mission and message stand out from the thousands of other nonprofits who are also trying to make the most of this time of year?
You've likely seen it plastered all over the internet when googling "how to fundraise better" or some similar phrase, but we're going to say it again because it's worth hearing again. You have to plan. Start planning early. Fundraising takes careful planning, and this is especially true for the busy month of December. As the year wraps up, people often feel overwhelmed with work and family commitments. You might find it tough to balance vacation days, family visits, budget checks, and your important year-end goals.
But reaching those goals can absolutely be manageable.
To succeed in December, start planning early in the year and check your plan every few months. Make sure to tackle a lot of the December work in October and November. Use an integrated calendar to organize these tasks ahead of time, so everyone knows what to expect and nobody feels surprised.
Storytelling is one of the most powerful tools you can use for your nonprofit, especially during the holidays. People want to do good this time of year—they just need to feel connected to your cause. So, why not create a holiday campaign that taps into the spirit of generosity of Christmas?
Get creative. Think about your organization’s mission and build a story around it. Support your story with photos and visuals that capture meaningful moments. Pair those with simple infographics showing what your donors have achieved this year through partnering with your organization: meals served, homes built, or lives forever changed.
When your campaign has a clear theme that plays on your supporters' holiday feelings, it becomes more than a pitch. It becomes an invitation. During the holidays, people aren’t just writing checks; they’re giving hope, joy, and love. Show them how their generosity spreads the magic of the season.
If you want to increase donations over the holidays, you need to make giving convenient. This is a non-negotiable. People are busy and don’t have the time to jump through hoops to give money to your mission.
If a nonprofit’s donation page is confusing or takes too long to load, a donor may just give up and move on to something else. That’s why it’s so important to have a user-friendly online donation platform. It should be easy to navigate, making giving convenient.
Another thing to consider is how many different ways you can let people pay. Offering multiple payment options can help attract a wider range of donors. You’ll catch those who are all about convenience and are ready to lend a hand right away.
And here’s the thing: the easier you make it for people to contribute, the more likely they are to do so.
It's hard to come up with great fundraising email subject lines, especially during the holidays when inboxes overflow with the same phrases like "urgent" or "Last day to give!" These don’t stand out. Many emails are either too boring—“Support Our Year-End Appeal”—or too over-the-top—“Tom Hanks Called and He Wants to Meet You.” Both approaches fail to inspire action.
Instead, spark curiosity without overpromising. A line like “Have I ever told you about Mary?” feels personal and invites readers to open, unlike “Help Mary Find a New Home.”
And always deliver on your promises. If your subject says, “3 Ways to Keep Your Kids Safe in School,” your email needs to share those tips, not just ask for donations.
Try skipping the usual words this holiday season and write subject lines that catch attention, build trust, and make people want to help.
Your donors have helped your organization through another year. They deserve to be thanked! Your donor is the hero of this story. You should show them how grateful you are, which means sending thank-you notes, emails, making phone calls, and more. This isn’t just something to do in December; you should be doing it in October and November too. This way, by the time December arrives, your donors will feel good about supporting your organization during the busiest giving month of the year.
Also, don’t forget to thank the donors who give on December 31st. Just because the new year starts doesn’t mean you should stop showing your appreciation. A new year is actually a great chance to build your relationship with them even more. After they give, keep in touch and start planning how you can connect with them again.
As the holiday season gets closer, it’s a good time to improve your fundraising ideas and messages. With some planning, creativity, and focus on how your donors feel, your organization can stand out among lots of other contribution requests. Remember, it’s not just about asking for money; it’s about inviting people to join your mission and the good changes it makes. And if you want to add more tools to your toolbelt, check out our article on major gifts fundraising. Happy fundraising this holiday season and Merry Christmas!