Creative Ways to Stand Out at Year-End

This season, our inboxes and mailboxes fill up fast. There are sales messages, holiday invitations, and of course, a flood of year-end fundraising appeals.

And yet, some messages still manage to break through all that noise. As fundraisers, you should want your communication to be something donors notice and remember—but without overwhelming them at a time when life already feels chaotic.

There’s a lot of pressure on non-profit teams right now. Even for organizations that don’t close their fiscal year in December, the pace is intense. Everyone is trying to get those last gifts in, close the calendar year strong, and make sure donors feel appreciated.

That pressure often translates into a frenzy of extra messaging, extra touches, and, unfortunately, extra clutter. When we feel that urgency, we tend to send more… and more… and more. But “more” isn’t what donors need. Better is.

So today, I want to share some practical, creative ways you can stand out in a crowded year-end season without exhausting your donors or yourself.

Start With a Plan (and Then Actually Follow It)

The best advice I can give any fundraiser, mid-level or major gifts, is this: Be intentional about what you send.

At Veritus, we help fundraisers build clear 12-month communication plans and stick to them. At year-end, that plan protects you. It keeps you from reacting to every last-minute idea that pops up internally—those spontaneous campaigns, urgent “one more letter” suggestions, or marketing surprises that throw off your timing.

If you can stay anchored in the plan you already created, you’ll send fewer, more focused, more meaningful messages. And you’ll give your donors space to breathe.

It also helps reduce internal tension, because you can go back to your colleagues and say:

“Remember the plan we agreed on? Here’s what’s already scheduled for year-end.”

That reminder alone can prevent a wave of rushed, disjointed outreach that confuses your donors and dilutes your mission.

Build Around a Year-End Theme

Your communication plan should have a theme—one central idea you’ve been reinforcing throughout the year. Too often, we think we need big, novel appeals to stand out in December. But if you’ve spent nine months collecting stories and reinforcing a throughline, you don’t have to scramble now.

Ask yourself:

• What narrative have we been building toward?
• What stories have we gathered that reinforce it?
• If I were a donor, what would keep me interested and emotionally connected?

At this stage in the year, most donors don’t want another thick envelope packed with charts and updates. They want simple, clear reminders. Connection. A sense that they matter. Bring them along—don’t barrage them.

Coordinate with Your Communications Team (as Best You Can)

Let’s be honest: development and communications teams aren’t always aligned. It’s one of the biggest ironies of our sector. But even if your organization struggles with this, you can still make good decisions on your end.

If you know your marketing or direct mail team is sending a heavy, statistics-driven impact report, your outreach can complement it, not duplicate it.

While they showcase numbers, you showcase people: a short testimonial, a moment of transformation, a single life made better because the donor gave. Put those two side by side, and it’s powerful.

Reimagine the Impact Report

Rather than sending donors a long, comprehensive summary of every initiative, tailor the impact to their passion. 

For example:

“Because of your care for the women’s shelter, I want to share one story from this year…”

Your job is to connect the dots—between donors’ values, your mission, and a real human outcome. Keep it short, emotional, and specific.

Lean Into Personalized Video

One of the most effective tools we’ve seen in recent years is a simple, personal video recorded on your phone.

A 30–60 second clip can be transformational:

• Call the donor by name.
• Thank them for what their giving made possible.
• Share one short story of impact.

Donors tell us they watch these again and again. They show them to family. They save them. It’s the digital version of a hand-addressed envelope—and it gets opened every time.

Try Different Envelope Sizes or Styles

Something as small as switching to a different envelope size or including handwritten elements can dramatically increase open rates. Donors are sorting through stacks of mail. You want yours to stand out before they even read a word.

You’re not trying to compete with other non-profits for “market share”—you’re simply trying to make sure your donor sees something they already care deeply about.

Final Word: Let It Be Human

The temptation at year-end is to be louder. Instead, be more authentic.

When you focus on fewer, more heartfelt touchpoints—rooted in a clear plan and a compelling theme—you honor your donor. You make their giving feel meaningful, not transactional. And you show that what you value most is not the gift, but the relationship.

That’s how you stand out. Not by shouting, but by connecting.

If you want help building your year-end plan, coordinating with your communications colleagues, or crafting donor-centered impact messages, our team at Veritus is here for you. Let’s finish strong and care well for donors while we do it.