Year-End Fundraising Season is Here! Are You Ready?

At this point in August, summer vacations are winding down, kids are heading back to school, and pumpkin spice is somehow already appearing on coffee shop menus. Which means, whether we’re ready for it or not, fall and year-end fundraising are right around the corner. 

This is the time of year when I start looking closely with our clients at their plans for the months ahead. And I always like to ask the same question: How are you feeling about your year-end fundraising right now? 

Maybe you feel prepared. Maybe you have a clear plan for your donors and know exactly who needs your attention. Or maybe you’re looking at your calendar and thinking, “How am I going to get all of this done?”

I understand that feeling. Year-end is one of the most important parts of the fundraising cycle, but it can also become one of the most reactive. Suddenly there are events, appeals, meetings, solicitations, deadlines and end-of-year goals all competing for your attention. 

The good news is that you still have time to be intentional. And if you’ve been building strong donor relationships throughout the year, the work you do now should feel less like starting from scratch and more like continuing a conversation. 

For Year-End Start With the Donors You Already Know 

Before you start thinking about what you’re going to send or ask for in December, I want you to look at your portfolio—donor by donor. 

• Who typically gives in the fall? 

• Who hasn’t given yet this year? 

• Who has given less than they normally do?  

Maybe you have a donor who typically gives $5,000 but is only at $2,000 this year. That negative variance tells you something, and it’s worth understanding before you simply move on to the next name. 

Then I’d bring your colleagues into the conversation. Talk to your marketing team about what communications are already planned; connect with the program team to hear about a recent story of changed lives; and ask the finance team what it actually costs to make that work happen. You’re looking for the intersection between what your donor cares about, what your organization needs, and what you can meaningfully invite that donor to support. 

And don’t underestimate the power of a simple phone call. One client we’ve worked with had a “smile and dial” campaign where fundraisers simply called donors to thank them for their support and check in. 

That humanity can surprise donors, especially those who haven’t had much contact with the organization. Sometimes they make a gift after the conversation. And even when they don’t, you’ve put yourself back in their world before the year-end appeals begin. 

Use September and October to Set Up November and December 

One of the things I appreciate most about The Veritus Way is that it forces you to think about each donor as an individual. You’re not simply asking, “What do we need to raise this year?” You’re asking, “What does this particular donor need from us, and what might they be excited to support?” 

That distinction becomes especially important as you move toward year-end. 

If you know you want to meet with a donor in December, for example, you shouldn’t wait until December to start the conversation. By October, you should already be sharing something connected to the opportunity you hope to discuss—perhaps a project they care about, a story of impact, or something that gives them a reason to want to continue the conversation. 

This is where your individual donor plan becomes so valuable. If you’ve already documented their passions and interests and mapped out meaningful touchpoints for the year, you have a much better sense of what to do next. 

Think of it like a sports team going into the fourth quarter. You don’t wait until the clock hits five minutes to figure out whether your game plan is working. You look at what’s happened after every quarter, make adjustments, and decide what needs to change before you get to the final stretch. 

The same is true in fundraising. September and October are your opportunity to look at the plan, see what’s working, identify where donors need more attention, and make adjustments before the year-end rush arrives. 

Make Year-End Feel Personal 

By November and December, your donors are going to hear from a lot of organizations. They’ll receive emails, letters, appeals, holiday messages and invitations. So the question becomes: What can you do that feels like it was meant specifically for them? 

One of my favorite examples is the Thanksgiving card. This isn’t a mass-produced holiday appeal, but a real card, addressed and stamped by hand, with a personal note saying that you’re grateful for the donor and their partnership. 

It’s a small thing, but those small things can mean a lot. I’ve had clients tell me that donors actually called them to say thank you for the Thanksgiving card. 

I also encourage fundraisers to take some time around year-end to reflect on their individual relationships. Think about what this donor has meant to the organization, what they’ve helped accomplish, and what you genuinely appreciate about your relationship with them. 

Then tell them. 

If you have 120 or 130 donors in your portfolio, I know that can sound like a lot of work. It is. But not every interaction has to be elaborate. If you’re leading with a thoughtful and genuine approach, that’s what matters.  

Don’t Let Year-End Become a Checklist 

There’s another opportunity hiding in this season, particularly if you still have donors you’re trying to qualify. 

If you have a handful of people on your caseload who haven’t yet developed into deeper relationships, year-end can sometimes be a good time to reach out. Donors are already accustomed to hearing from organizations during this season, so a thoughtful introduction can open the door to a conversation. 

I wouldn’t suddenly send hundreds of qualification letters in December and hope something sticks. But if there are a few donors you’ve been meaning to connect with, this can be a natural opportunity to start. 

The same is true for holiday events. If a donor attends one of your organization’s events and you haven’t had a meaningful one-on-one conversation with them, call them afterward. Ask what they thought. Ask whether they learned something new about the organization. Listen to what caught their attention. 

Maybe they say, “I had no idea you were doing that.” That’s your opening. You can say, “I’d love to tell you more about that. Would you be open to getting together for coffee?” Suddenly, an event that could have been just another calendar item has become the beginning of a deeper relationship. 

Your Best Year-End Strategy Starts Now 

There will always be pressure during November and December. There will always be another email to send, another event to attend, and another revenue number to hit. But if you wait to start thinking strategically about your donors, you’ve waited too long. 

Right now, you have an opportunity to look at your portfolio, understand where your donors are, reconnect with the people who have gone quiet, identify opportunities to deepen relationships, and create a thoughtful plan for the months ahead. 

And if you’ve done that work, year-end becomes a natural next step in the relationships you’ve been intentionally building all year. 

If you’re looking for some help getting started, we’ve put together our free Planning Guide for Fall & Year-End Fundraising. It includes strategies for different points in the fall fundraising cycle, creative ideas from our clients, and space to think through how you can make this season more strategic and meaningful. 

Start planning now, and when December arrives, you’ll be ready to focus on what matters most: your donors.