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Congratulations! You’ve made it through your Super Bowl: GivingTuesday.

By now, your team has high-fived, devoured celebratory treats, and likely collapsed into a well-deserved nap. But as the clock ticks toward December 31 and your inbox continues to overflow, the year-end scaries have set in.

Well, don’t worry. You’re not alone, and you’ve got this. The end-of-year fundraising sprint may feel daunting, but it’s also packed with opportunity. Here’s 6 ways your nonprofit can channel that GivingTuesday momentum, shake off the year-end scaries, and make these last few weeks count.

1. Revisit your GivingTuesday campaign: Take a moment to review what worked—and what didn’t—in your GivingTuesday campaign. Which email subject lines got the best opens? Which social posts had people clicking like crazy? Use that insight to replicate success in your year-end appeals.
2. Take a peek at last year’s donors: Run a quick LYBUNT report to identify donors who gave last year but haven’t contributed this year. Create a list of past major donors and craft personalized outreach—whether through individual or team efforts—to reengage them and inspire their continued support. A little effort can go a long way in bringing them back on board!
3. Make donating a breeze: Test your giving page to ensure it’s mobile-friendly, fast, and simple. How long does it take to load? Is the call-to-action crystal clear? Are there multiple giving options (Apple Pay, PayPal, Venmo, etc.)? Every second counts, so don’t lose donors to a confusing or clunky donation process.
4. Let donors know it’s not too late: Craft a clear, compelling countdown email series that tugs at your donors’ heartstrings and lets them know there’s still time to take action. As December 31 approaches, get more urgent with messaging like “Time’s running out!” or “Don’t miss your chance to make a difference in 2024!” sprinkled in.
5. Say “yes” to last-minute campaigns: You’ve still got time for a creative push. Consider adding a flash fundraiser challenge for a tangible goal (e.g., 500 meals, classroom supplies, etc.), a matching gift opportunity to multiply donors’ impact, or a “Why I Support” series featuring volunteer, donor, and staff testimonials.
6. Show your gratitude: Year-end isn’t just about asking—it’s about celebrating your donors’ generosity. That’s why it’s imperative to send a personalized thank-you email within 24 hours of every donation. Include a heartfelt message to highlight the impact of their contribution, and don’t shy away from another soft ask. And keep the warm fuzzy feelings going into the new year with a follow-up email that shares a campaign update, a “we did it” challenge recap, or a short video of how their support made a difference for your mission.

The year-end scaries may feel overwhelming, but remember: these final weeks are when some of the biggest donations roll in. With a focused plan, clear messaging, and a little holiday cheer, you can turn last-minute panic into a powerful push for your mission.

For more information or assistance with firing up your donors for year-end, check out our 8 Weeks of Year-End Fundraising Resources or contact us at info@thelukenscompany.com.