The final weeks of the year are a make-or-break moment for nonprofits. While Giving Tuesday grabs headlines — raising $3.6 billion last year — don’t underestimate the power of New Year’s Eve, when 12% of all giving happens in just the last three days of December.
We recently interviewed fundraising expert Samantha Otero, who shared practical strategies for capturing attention and inspiring generosity through the last day of the year. Here's what we learned:
1. Start with Your Data
Time is ticking away. It's simply easier and faster to mobilize existing supporters than to attract new ones.
Before launching into outreach, take a close look at your donor data and create lists of contacts who:
- Gave in December last year or the year before
- Gave earlier this year
- Volunteered in the past 2 years
- Attended events in the past 2 years
- Are recurring donors (who you could ask to level up or even just give $5 more/month)
Reaching back out to lapsed or inactive donors is one of the fastest ways to drive new gifts. Don’t forget about donors whose recurring payments failed because of expired cards — reconnecting with them can quickly reclaim lost dollars.
2. Lean into Momentum, Not Desperation
End-of-year fatigue is real, for both fundraisers and donors. Instead of focusing on scarcity or financial stress, keep your tone optimistic, ambitious, and celebratory (it is the holidays, after all). Avoid tones of guilt or desperation. Instead, be a cheerleader for your mission and all your contributors.
Use stories, quotes, videos, and photos from your community to show how gifts — large or small — are making a difference. It's okay if they're raw, as long as they're authentic and show a emotional connection to your nonprofit's mission.
And relentlessly highlight fundraising progress with fundraising thermometers, countdowns, or milestones to create a sense of momentum and shared pride.
For inspiration, check out @sharonsaysso who regularly hosts crowdfundraising drives on Instagram, cheering on thousands of small donors for disaster recovery, medical debt relief, and classroom grants.
3. Reconnect Through Community and Conversation
In a hectic season, nonprofits should focus on meaningful, personal touches rather than overproduced events.
Host virtual Q&As, share impact reports, or invite donors to a casual holiday gathering — even a meet up at a brewery or a coffee chat. If you have multiple locations, ask ardent local supporters to play host.
Everyone is looking for festivity and belonging at the end of year. Encourage supporters to bring friends – these small, authentic moments can turn newcomers into lifelong supporters.
4. Engage Supporters Who Can’t Give Financially
Many people want to support nonprofits but simply can’t donate right now. Give them other ways to contribute — like volunteering or sharing your campaign on social media, with a personal story about why your mission matters.
Also, don’t overlook matching gift programs. While $2–3 billion is donated through corporate matching annually, up to $10 billion in available funds goes unclaimed each year. Encouraging donors to check if their employer matches gifts can double impact without spending more personally.
5. Offer Creative Incentives
Incentives don’t have to cost your nonprofit money. You can raffle leftover gala auction items or offer exclusive experiences — like a coffee chat with your executive director — for donors who give by a certain date.
It’s not about expensive prizes, it’s about engagement and community. Even simple raffles or small giveaways can spark excitement and increase participation without requiring a full event.
6. Expand Your Reach Through Your Team Network
The best way to grow your audience? Start with the people closest to your mission.
Encourage staff, board members, and volunteers to share your campaign across their personal networks. Social media amplification costs nothing and can exponentially increase visibility.
And don’t forget about younger donors who rarely check email. Reach them where they are — with text-to-give, mobile-optimized donation pages, and even lighthearted Instagram Reels or TikToks that highlight your campaign’s impact. It might feel silly, but that’s how you reach a new generation of supporters. A great email open rate is 30%. But texts have an open rate of 98%!
The Bottom Line
End-of-year fundraising doesn’t have to be overwhelming. Prioritize data-driven outreach, authentic storytelling, and community engagement, and your nonprofit will finish strong.
Want to learn more practical tips for your year-end campaign? 📺 Watch the full Q&A replay here.
