By Adam Clevenger
Every year around this time, we hear the same question from nonprofit leaders:
“Are we too late to start our year-end campaign?”
The short answer: no … but it’s time to move, fast and focused.
At Loring Sternberg & Associates (LSA), we’ve helped organizations of all sizes rally in the final stretch of the year and end strong. While it’s always ideal to start planning earlier, late doesn’t mean lost. It just means you need clarity, discipline, and a few smart shortcuts.
Here’s how to make it happen.
Why It’s Not Too Late
The final quarter of the year is when generosity peaks. NonProfit PRO reports that the last three months often drive the majority of annual giving—and the final week of December alone can account for as much as 10–20% of yearly donations.
Even if you haven’t finalized your campaign plan, donors are still ready to give. What matters now is crafting a focused, emotionally resonant appeal and executing it with urgency.
Shift Your Mindset: From “Late” to “Accelerated”
If you’re starting in October or even November, you don’t have time for lengthy brainstorming or multi-channel experiments. What you do have is an opportunity to connect authentically and inspire immediate action.
Instead of thinking, “We’re behind,” think, “We’re running an accelerated campaign.” You’re not reinventing the wheel; you’re choosing the most effective tactics and moving quickly to implement them.
The Late-Starter’s Playbook
Here’s where to focus your limited time and energy.
1. Clean and Segment Your Data
Start by ensuring your donor list is accurate. Remove duplicates, correct bad emails, and update preferences. A clean database ensures your message actually lands where it should.
2. Align Internally
Loop in finance, communications, and leadership right away. Everyone should know the goals, deadlines, and approval process. Alignment now saves countless hours later.
3. Revisit (and Right-Size) Your Goals
Look at last year’s performance for guidance. What channels delivered the best results? Which segments responded most generously? Use that data to set realistic, motivating goals for this year.
4. Sharpen Your Case for Support
Make your story simple and specific. Why do you need support now? What impact can a year-end gift have before December 31? Tie your appeal to tangible outcomes and, if possible, a matching challenge or urgent need.
Important caveat: When using a deadline for giving, a specific date—especially December 31—is not a case for support. Your mission is just as important on January 1 as it is on December 31, and it’s up to you to communicate to donors how they can make an impact with their generosity 365 days a year.
5. Build a Tight Communications Calendar
Even a short campaign needs rhythm. Plan for:
- One direct mail or postcard drop
- Two to four email appeals (one every 10–14 days)
- Social posts that mirror your email themes
- Board and staff outreach to key donors
While we aren’t fans of the “It’s not too late to give” approach, it can be successful when communicating a matching gift deadline.
6. Engage Your Champions
Your board, volunteers, and most loyal supporters can be your best amplifiers. Give them quick-share templates, social graphics, or short messages they can send personally.
7. Steward Every Gift Immediately
Prompt thank-you’s are non-negotiable. Send warm, specific acknowledgments within 48 hours and follow up in January with results and gratitude. Good stewardship turns one-time donors into lifelong supporters.
Keep It Simple—and Sustainable
Don’t overload your team. Drop low-return tactics or fancy extras you can’t execute well. Focus on what drives results: strong storytelling, targeted outreach, and genuine gratitude.
Here’s a sample quick timeline if you start now:
- Week 1: Strategy session, data cleanup, goal setting
- Weeks 2–3: Draft and design campaign materials
- Weeks 4–8: Roll out communications, track metrics, adjust messaging
- Late December: Send final reminders and rapid thank-yous
- Early January: Report back, celebrate wins, debrief for next year
Lessons for the Future
When the dust settles, schedule a post-campaign debrief. Ask:
- What worked best?
- Which channels delivered the strongest ROI?
- Where did we lose time or traction?
Use those insights to start next year’s planning earlier—so your “accelerated” playbook becomes a proactive strategy.
The Bottom Line
It’s not too late to launch a year-end campaign. In reality, it’s too important not to. Your donors are looking for ways to make an impact before the year’s end. Meet them where they are with a clear, heartfelt message and a confident ask.
If you’d like help focusing your campaign or building a realistic plan to finish strong, LSA can help you make every week count.