By Adam Clevenger
Year-end fundraising has wrapped. The gifts are counted, the receipts are sent, and teams are finally able to catch their breath. But January is not a pause; it’s a pivot. What you do now will shape not only your next year-end, but your overall fundraising success for the year ahead.
1. Start With the Data
Before rushing into the next appeal or campaign idea, take time to look back, specifically at the last one to two years. Key metrics to review include:
- Donor retention rates
- Average gift size and upgrade/downgrade trends
- Number of new donors vs. lapsed donors vs. reactivated donors
- Year-end donors who only give once a year
- Contribution sources
These numbers tell a story. Understanding that story now allows you to act intentionally instead of reactively later.
2. Assess What Worked and What Didn’t
Beyond the data, reflect on execution: Which messages resonated most? Did you include a personal story, or a gift match? Which segments responded, or didn’t respond? What channels performed best (mail, email, social, peer-to-peer)? What was the click rate, number of times QR codes were scanned, or number of video views?
Be honest. Year-end appeals often succeed despite weak strategy. January is the time to identify what truly drove engagement versus what simply benefited from your donors’ seasonal generosity or gifts they’d already planned.
3. Identify Changes for the Year Ahead
Use what you’ve learned to make concrete adjustments for the year ahead. This could include refining your database and donor segmentation, adding in another solicitation in your calendar, trying a small crowdfunding project, improving messaging clarity and emotional connection, adjusting ask amounts, changing the timing of appeals, strengthening your stewardship and follow-up processes, and more. Small changes made now can significantly improve results later.
4. Show Impact; Don’t Just Say Thank You
Donors don’t stop caring once they give. January and February are prime opportunities to reinforce trust by showing impact. Do this through short impact reports or donor updates, visual storytelling through infographics or photos, metrics tied directly to donor support, or integrating impact into newsletters, social media, and email.
Impact reporting shouldn’t wait until the next year-end appeal. Showing donors the difference they made now builds confidence and loyalty.
Why Now?
Waiting until fall to review year-end results is too late. By then, habits are set and opportunities have been missed. Q1 review gives your team space for reflection, time to course-correct, and a chance to build momentum rather than scramble. Overall, organizations that treat year-end as a checkpoint instead of a finish line are better positioned for sustainable growth.
The Bottom Line
January isn’t about closing the book on year-end. It’s about using what you’ve learned to write the next chapter more strategically, more sustainably, and with greater impact.
At LSA, we help organizations move from reflection to action so every campaign builds toward long-term success. Reach out today to learn more about how we can help your organization with your annual campaign strategies, strategic planning, or development plan for the year (or years) ahead.