Main Spotlight: A Short Guide to End-Of-Year Fundraising

The holidays are fast approaching, and while this season often brings feelings of cheer, for those of us who work in Main Street organizations, it also signals something less glamorous: end-of-year fundraising.

Let’s face it, many of us have a mental block regarding fundraising. But end-of-year fundraising doesn’t have to be a burden — and it can even be an opportunity to share your mission with new audiences. You can make your holiday appeal more impactful, and even more enjoyable, by putting a message you truly believe in at the heart of your campaign.

The Benefits of Holiday Appeals

Fundraising for the annual fund is a broad, year-round effort, often driven by necessity. On the other hand, end-of-year fundraising fits perfectly within the holiday season’s spirit of generosity and helping others. What better time to ask people to give than when they already feel generous? Plus, there’s the tax incentives.

According to OneCause, 30% of annual donations happen in December, with 10% of the total coming in the last three days of the year. In 2023, $3.1 billion was raised on Giving Tuesday in the U.S. alone. Even more impressive, recurring donations made in the last three days of December increased by over 21% in 2023. The holiday season presents a prime opportunity to set up long-term giving commitments when people feel extra charitable.

End-of-year fundraising is crucial. But how do we start?

Launching Your Campaign

A good campaign requires advance planning, manageable expectations, and a bit of creativity. Follow these six steps to craft a successful appeal.

Set a Goal

Establish a realistic yet ambitious fundraising goal. Set a clear start and end date, aiming for a six-week campaign at most. For example, you could launch your campaign on Giving Tuesday and run it through the end of the year. Remember: people do 10% of their annual giving in those last few days! Not sure what your goal should be? Consider your organization’s needs — did you meet your annual fund goal? Is there a gap you need to close in order to meet it? Make that your end-of-year fundraising goal. Does that gap feel unachievable? Consider organizing a match to instill a sense of urgency.

Understand Your Donors

Who gives to your organization on a regular basis? What motivates them to support you? Understanding your donors is crucial to crafting an effective appeal. Make sure to emphasize the aspects of your work that are most important and impactful for your community, and create a story that helps everyone feel like they have a stake in your organization. Are your regular donors tapped out for the year? Pivot to a peer-to-peer fundraising strategy, which engages past supporter’s family, friends, and colleagues to get involved in your cause. As a bonus, you’ll build a supportive community in the process. 

Create a Donation Page

Design a specific donation page for end-of-year giving and Giving Tuesday. There are plenty of platforms to choose from, such as Donorbox, GoFundMe Charity, Givebutter, or PayPal Giving Fund. Make the messaging and visuals exciting and shareable. Use photos, videos, or voice messages from your leadership and those impacted by your organization — keep it authentic. According to DonorBox, 75% of young donors are turned off by out-of-date websites, so make sure to design with trends in mind. 

Communicate Early

Start your communications in the fall. Let your email list know that your Giving Tuesday and end-of-year campaign is coming. Follow up regularly, especially as the big days approach. The most effective solicitation methods are personal and face-to-face, which is where peer-to-peer fundraising can be helpful. Even in a digital world, direct mail is the first gift on the giving ladder and shouldn’t be overlooked. It’s dependable and provides an opportunity to expand your constituency. Remember: you only have seconds to capture someone’s attention in a stack of mail, so spend time making your envelope creative and thoughtful. To reach a younger audience, optimize your donor page for mobile. A growing number of people donate via e‑payment like Apple Pay or Venmo, and your donation page should be easy to navigate and donate from any device. Regardless of your solicitation method, always ask for a specific amount of money. 

Consider All the End-Of-Year Holidays

Thanksgiving, Christmas, and New Years are great opportunities to share your holiday appeal, but they aren’t the only holidays at this time of year. Consider other religious holidays, like Hannukah and Kwanza, and secular holidays like Small Business Saturday and National Entrepreneurship Month. A key part of our role on Main Street is to create a welcoming space for all community members. By keeping your theme inclusive and open, you ensure that no one feels excluded, which means you won’t miss out on the support and contributions from a broad, diverse audience. Inclusivity fosters both community and financial support.

Make Giving Easy

Offer multiple suggested donation amounts and a custom amount for those who may want to give more or less than your preset options. Use all available tools — Facebook Donate buttons, QR codes, social media posts — to make donating effortless. Create a clear call to action, like ​“Support Our Cause,” and make sure it stands out on the page multiple times. Incorporate trust signals, like your Main Street America Accreditation or Affiliate logos and your Coordinating Program logos, to ensure donors feel secure about submitting their payment information. Share progress updates consistently to keep people engaged. 

Learning and Improving

Even if you don’t hit your goal, you’ll likely achieve some of it — and that’s okay. Fundraising is a learning experience. If this is your first end-of-year campaign, set SMART goals (specific, measurable, attainable, relevant, time-bound) and track each channel’s performance. This data will inform your strategy for next year.

Finally, always remember to thank your donors. A personal thank you — a call or a handwritten note — goes a long way. Engage volunteers or board members to help with this. After the campaign, share the results with your supporters. People love to know the impact of their contribution and whether you reached your goal.

Let’s get ready and make the most of this giving season!