For many nonprofits, year-end fundraising feels like a November and December activity.
Appeals go out after Thanksgiving. Giving Tuesday arrives. Final emails are sent in the last week of December. Development teams work hard to close the gap before the calendar turns.
But the strongest year-end campaigns rarely begin at year-end.
They begin in September.
September gives nonprofit leaders something incredibly valuable: time. Time to review donor data. Time to identify lapsed supporters. Time to strengthen relationships. Time to prepare board members. Time to refine messaging. Time to personally reconnect before every donor is overwhelmed by holiday appeals.
Year-end success is not created by one email or one mailing. It is built through a series of meaningful touchpoints that remind donors why they care.
Start with donor data
Before launching any campaign, review your donor file. Identify:
- Donors who gave last year but not this year
- Loyal donors who have not yet renewed
- First-time donors from the past 12 months
- Monthly donors whose payments stopped
- Major donors who have not received a personal contact
- Donors with missing phone numbers, emails, or addresses
The more you know before October, the stronger your outreach will be in November and December.
Steward before you solicit
A September thank-you call can make a December appeal more effective.
Donors should not hear from an organization only when money is needed. A personal stewardship touchpoint before the ask can build trust, reinforce impact, and remind donors they are valued.
The best year-end fundraising often begins with gratitude.
Segment your message
Not every donor should receive the same year-end appeal.
A long-time donor deserves different language than a first-time donor. A lapsed donor needs a different message than a monthly donor. A major donor should not be treated like a general mailing list contact.
Segmentation allows your communication to feel more personal and relevant.
Engage board members early
September is an ideal time to involve board members in donor stewardship. They can make thank-you calls, write personal notes, introduce prospects, or help review donor lists.
Board members do not need to become professional fundraisers to make a difference. They can serve as relationship ambassadors.
Build momentum
Year-end giving is competitive. Donors receive messages from many organizations. If your organization waits until November to reconnect, you may already be behind.
A thoughtful September outreach strategy helps donors feel connected before the year-end rush begins.
At Donor Outreach by JMA, we believe relationships are built before the ask. September is the perfect time to begin those conversations.
If your organization wants to strengthen year-end donor engagement, Donor Outreach by JMA can help create a September outreach plan.