3 tips to start Year-End Giving off right
Written by niki juhasz
Before I joined Forthright, I worked at a DC nonprofit for several years. In my role, I focused on our policy initiatives and external communications. But I also partnered closely with our talented development team. (Hats off to them – that work is *not* easy.)
While it’s been nearly a decade since then, the key best practices I learned have stood the test of time.
I’m sharing them with you here as many of us gear up for Year-End Giving season.
get specific + personal
You know your mission inside and out, but it’s important to continually remind your supporters of their tangible impact. (As a matter of fact, donors stop giving most often because of a lack of this demonstrated impact – and donor retention is down as a result. 2025 Bloomerang data shows that new donor retention has plummeted to 23 percent.) Supporters don't want to fund a general cause; they want to fund change.
Segment your communications to deliver specific, compelling stories connected with statistics. For example, you can share:
A photo and a quote from someone your work has helped this year. Make sure the quote helps demonstrate how you partnered and what it meant to that person.
A statistic that demonstrates your progress.
❌ Instead of this: We help parents get and keep jobs.
✅ Do this: Thanks to your support, we were able to offer career coaching to more than 100 working parents in 2025. Even better? More than 50 of them received a job offer in the month following the coaching!
Simple, clear visuals to make your impact even more clear.
When a donor sees the line drawn directly from their gift → to the good work you do → to a positive impact for families, they feel like an essential part of the solution.
stop making every message an ask
Are most of your emails a request for money? What about requesting volunteers? Donation of goods? If so, you're conditioning donors to see your organization as a transaction, not a partnership.
To build an authentic relationship, focus your communications calendar on cultivation, not just solicitation.
🔢For every one time you ask for a donation, aim for at least three to four non-ask touchpoints.
Think updates, invitations to non-fundraising events or just inspiring stories from the field.
It's the equivalent of having an enjoyable conversation with a friend; you don’t only call them when you need a favor.
Building this steady, positive communication cadence will make your fundraising asks more effective when they do happen.
say thank you without any ask
Gratitude is the single most important factor in securing a second gift. McConkey-Johnston International data shows that donors are four times more likely to give again if you thank them promptly and personally. This is why a simple, immediate acknowledgment isn't enough.
For a true impact, your thank you message must be:
Prompt: Send a thank you note or email – SEPARATE from the automated tax receipt or message they get – ideally within 48 hours of the gift. That automatic thank you message is not enough.
Personalized: Use their name and, if possible, mention the specific purpose their gift is supporting. Help them imagine their impact. Make them feel good.
Ask-Free: Do not include a "Donate Now" button in the thank you. This communication should be purely about appreciation. Let me repeat that. Do not include an ask in any way in this communication. (Even asking them to volunteer time or share their donation on social media qualifies as an ask).
A thoughtful, sincere thank you makes a donor feel seen and appreciated, transforming a single act of generosity into the start of a loyal, long-term commitment.
We know this year has been tough – and that means we’re asking more of our donor and foundation partners than ever before.
Take these steps to help build a genuine partnership, so you can serve kids and families for years to come.
