The final weeks of the year can make or break your nonprofit’s annual fundraising goals. Many organizations receive up to 30% of their annual donations in December, with the biggest surge coming in the last three days of the year. And yes, donors really do wait until December 31 at 11:59 p.m.
But during this season of giving, your donors are also being flooded with appeals from countless other causes. If you want your message to stand out and move people to give now, you need a year-end fundraising appeal that is clear, compelling, and donor-focused.
Here are the top tips from AmPhil experts on how to write a powerful appeal that motivates donors to take action.
Create a Sense of Urgency
Donors are more likely to act when they have a reason to give immediately. Use deadlines to create urgency, but frame them in terms of the impact the donor will have. For example:
“We need to raise $20,000 by December 31 to provide scholarships for students next semester.”
Matching gift deadlines are especially effective. Let donors know their gift will be doubled if they give before a specific date, and connect that directly to the lives they’ll change. You can find more strategies for timing your campaigns in our article, "Fundraise More This Giving Tuesday with This Killer Strategy."
And for more information on matching campaigns, check out Philanthropy Daily's recent article here.
Donors get excited when they know their gift will be doubled, making every dollar do even more good. When people see that their money can help more lives or make a bigger difference, they’re even more likely to give.
If you can stretch a dollar, show them exactly how:
“Just $1.25 provides three hot meals for a hungry neighbor.”
Pair this with a matching gift whenever possible. Knowing their impact will be multiplied increases both urgency and generosity.
Your appeal should focus on the donor’s role in driving change, rather than just on your organization’s needs.
“Your gift will provide warmth and safety for a family this winter.”
“Because of you, students can continue their education.”
By speaking to a donor’s values and identity, you connect emotionally and inspire long-term commitment.
For additional strategies, see How to Engage Major Donors with Direct Mail.
Whether it’s an email subject line or the teaser on a mailer, your headline is crucial. It’s the first thing your donor sees, and it often determines whether she reads more of your appeal . . . and donates.
Try to use active verbs, the word "you", and language that sparks curiosity. For example:
Weak: “Help Hungry Children”
Strong: “You Can Give a Child a Hot Meal Tonight”
Before you launch, test your subject lines using free tools like Mailmeteor’s email subject line tester to improve open rates.
Avoid jargon and overly complex explanations. Write as if you were talking to a friend who knows nothing about your organization. Use short paragraphs, plain language, and a clear call to action.
If you’re not sure whether your writing is easy enough to read, use the Flesch Kincaid Calculator to check your readability score.
The holidays are the perfect time to thank donors for the difference they make. You can do this through an appeal, or a follow-up email, or a handwritten note; just make sure they know how essential they are to your mission. Go out of your way to remind them what an important part they play in doing good in the world. Gratitude builds trust, loyalty, and repeat giving.
Your year-end appeal is an opportunity to connect with donors at one of the most generous times of the year. By creating urgency, highlighting the donor’s role, and keeping your message clear, you can inspire generosity and finish the fundraising year strong.
Need help crafting a high-impact year-end campaign? AmPhil’s fundraising experts can help you write, design, and execute appeals that get results. Contact AmPhil today to learn more!