Your Roadmap to Year-End Campaign Planning + Marketing

One-third of annual giving happens in December. Twelve percent of all giving happens in the last three days of the year. Read that again. 

Even though we just traded beach towels for bleacher cushions, it’s time to start thinking about your Giving Tuesday and end-of-year campaigns. 

Why, you ask? 

The short answer is, impactful campaign messaging and accompanying marketing doesn’t appear out of thin air. The long answer: 

Learn from Last Year’s Data

Understand what worked (and what didn’t). Tailor your approach accordingly and use this information to set realistic goals. If you didn’t segment your outreach last year, explore the possibilities for this year. 

Build a Cohesive Strategy Across Platforms

Your campaign will span multiple platforms, potentially including email, social media, website, and direct mail. Maybe some paid promotion, personalized outreach, and others. Coordinating these efforts takes time. Starting early means you can create a unified message that feels organic across all channels and builds trust. It also gives you a runway for calendaring. 

Seek Matching Gift Opportunities

This is two-pronged. 1) Perhaps you have a major donor that is open to matching up to a certain amount of gifts. You need time to make these asks (and promote them)…early. 2) Many organizations offer matching gift opportunities for their employees. These can double, or even triple, the impact of each donation. 

Allow Time for Thoughtful Storytelling and Creative Development 

Every nonprofit is competing for donor attention and contributions. You will need to reach out to various constituencies for stories, testimonials, visuals, and other assets. Brainstorming, producing, and revising content–including, but not limited to video, social templates, landing pages, etc.--require people power, not to mention approvals. Rushing these processes can lead to subpar content that doesn't effectively convey your message or inspire your audience.

Prepare for Increased Donor Stewardship

Post-donation stewardship is just as important as the initial ask. Early planning allows you to create a comprehensive stewardship plan that includes timely thank-you notes, impact reports, and follow-up appeals. This level of care not only helps retain current donors but can also turn one-time givers into lifelong supporters.

Let’s Get Started

By starting your planning early, you can ensure that your campaign is well-strategized, beautifully executed, and ready to cut through the noise. This isn’t just about reaching your fundraising goals—it’s about building lasting relationships with your supporters and setting the stage for a strong start to 2025.