How Not to Get On Your Donors’ Naughty List

How to Keep Your Donors Engaged, Inspired, and Generous This Year-End 

It’s the most wonderful time of the year, right? Christmastime is second to none, but I’m really talking about those last-minute Hail Mary year-end fundraising efforts. I get it—if your organization doesn’t have a solid year-end plan, the scramble to close the gap before December 31st can feel overwhelming. That’s understandable. Many nonprofits, however, rely on a tried-and-true year-end strategy, which is great—until it becomes tired or less effective.

We know that most of your major donors contribute one yearly gift, typically between December 1st and 31st. While excellent for cash flow, monthly giving campaigns often account for less than 20% of your overall revenue. While not always ideal, year-end is typically your moment to close the gap. Whether hosting a gala, running an online giving campaign, or mobilizing your network through email and social media, here’s how to ensure your efforts land on the “nice list” with your donors.

1. Tell Your Story.

Your donors became emotionally connected to your organization long before they became financially invested. What drew them in? Was it a moving story? A sense of purpose? A personal connection to your mission? Your story is the foundation of their trust and support.

As Henri Nouwen writes in A Spirituality of Fundraising, your story is more than an update—it’s a bridge, linking your donors’ passions with tangible opportunities to join a mission that fulfills their deeper calling. It’s a sacred invitation into a shared journey of hope, change, and transformation.

This year, return to your roots. Why did you start this work in the first place? What made your early supporters excited? Share that same vision, updated with fresh faces and new milestones, and invite your donors to be part of what’s next. While it’s important to provide updates, don’t lose sight of the emotional connection that first inspired their generosity.

Action Tip: Use storytelling formats that resonate with today’s audiences. Create a short video, a carousel on social media, or an email series that takes your donors on a journey—from the problem you’re solving to the transformation their gift makes possible.

2. Report First, Ask Second.

When donors hear from you at year-end, they’re not just looking for another ask—they’re looking for accountability. They want to know: What impact did my gift make? Did this organization deliver on its promises?

Before you make a new ask, take time to report on this year’s progress. Share:

• Your goals: What did you set out to achieve, and did you meet those goals?
• Success stories: Highlight 2–3 tangible outcomes tied to donor support.
• Challenges: Be transparent about what didn’t go as planned and how you’re addressing it.
• Your vision: Outline your priorities for the coming year with specifics on how donor funds will be used.

This doesn’t need to be a lengthy document. A concise, visually engaging report is often more impactful than a detailed one. Demonstrating transparency and gratitude shows your donors that their partnership is valued and trusted.

Action Tip: Use an email nurturing series to share your report in bite-sized updates:

1. Impact Email: Celebrate the year’s most significant wins with a short video or infographic.
2. Transparency Email: Highlight challenges and lessons learned.
3. Vision Email: Share your plans for the future and invite donors to help make them a reality.

3. Make It Personal.

Donors don’t want to feel like a number. They want to know their support is seen, valued, and impactful. Personalization isn’t just nice—it’s essential.

Start by segmenting your donor list based on giving history, gift size, and engagement level. Then, tailor your communications accordingly:

• Major donors: Share exclusive impact updates or invite them to a personal call with your leadership.
• First-time donors: Celebrate their generosity with a heartfelt thank-you and an update on their gift’s impact.
• Lapsed donors: Reconnect with a message that reminds them of your shared values and invites them back into the mission.

Action Tip: Use dynamic email content to personalize messages. Include each donor’s name, past giving details, and a specific call to action that aligns with their level of engagement.

4. Cast a Vision for the Future.

Your donors aren’t just funding a need—they’re fueling a mission. Paint a vivid picture of your organization's goals in the coming year and show them how their contributions will drive that vision forward.

Henri Nouwen reminds us that fundraising is about inviting others into a deeper relationship where their resources and passions align with a higher purpose. Cast a vision that inspires, showing donors their critical role in shaping the future.

Frame your vision with clarity and inspiration:

• The Problem: What challenges are you addressing next year? Be specific.
• The Solution: How will your organization tackle it?
• The Impact: What will change because of your donors’ support?

Action Tip: Create a landing page dedicated to your vision. Use a combination of videos, donor testimonials, and a countdown to the year-end deadline to inspire action.

In Closing

Fundraising isn’t just about raising money—it’s about inviting others to join you in a shared mission. As Henri Nouwen writes, “Fundraising is proclaiming what we believe in so that we offer people an opportunity to participate with us.” Your donors are not just funders; they’re co-creators of your vision. Invite them to share the mission with their networks, rally others to join, or even volunteer their time. When they feel like integral partners, their connection to your cause deepens.

Gratitude is the foundation of these relationships. Take time to thank your donors meaningfully through personalized emails, handwritten notes, or heartfelt videos. Show them how their gifts make a tangible difference in the lives of those you serve. As Nouwen reminds us, gratitude reflects the joy and purpose found in generosity, deepening trust, and inspiring continued support.

This December, give your donors the gift of a clear, compelling invitation rooted in transparency, gratitude, and shared purpose. When you remind them why they gave in the first place, celebrate the impact of their support, and invite them into a hopeful future, you’re doing more than fundraising—you’re fostering lasting relationships.

Ready to elevate your fundraising strategy and build lasting donor relationships? Let's connect! I can't wait to hear what you're working on.