The end of the year is a pivotal fundraising season for nonprofits, with nearly 30% of annual giving occurring in December. To stand out amidst the holiday email flood, nonprofits need a clear, donor-centered approach that inspires generosity and highlights impact. Focus on storytelling, strategic messaging, and actionable steps to make the most of this critical time.

1. Start with a Strong Subject Line
   Your subject line determines whether your email gets opened or ignored. With inboxes overflowing during the holidays, a compelling subject line helps your message rise above the noise.

• Make it clear, personalized, and urgent.
• Use the recipient’s name or emphasize deadlines.
  • Example: “Only 3 days left to double your impact!” or “Together, let’s give families hope this season.”
• Test multiple variations to see what drives the best results.

2. Focus on One Singular, Impactful Message
   Clarity is key to inspiring action. Including too many calls-to-action can overwhelm readers and dilute your message. Focusing on a singular goal ensures your audience knows what you want them to do.

• Center your email around one goal:
  • Drive donations, share impact, or tell a heartwarming story.
• Use emotional visuals like photos or videos to enhance storytelling.
  • Example: “This year, your donations provided clean water to 1,000 families. Imagine what we can achieve together in 2026.”

3. Use Donor-Centric Language
   Donors want to see how their contributions make a difference. By making them the focus, you reinforce their role as heroes of your mission and build stronger relationships.

• Replace “We accomplished” with “Because of you” messaging.
  • Example: “Your donations help fund programs that provide meals, shelter, and hope to families in need.”
• Use affirming language to show their tangible impact.

4. Include a Clear, Actionable CTA
   A strong call-to-action (CTA) turns engagement into action. Without a clear next step, even inspired readers may not know what to do.

• Make your CTA bold, urgent, and specific.
  • Example: “Give by December 31 to maximize your impact!” or “Donate now to help us reach $50,000 for families in need.”
• Repeat the CTA throughout the email to maximize conversions.

5. Plan Strategic Follow-Ups
   One email rarely achieves fundraising goals. A well-timed series of follow-ups keeps your mission top-of-mind and reinforces the importance of year-end giving.

• Mid-December: Share an inspiring impact story.
• Final Days: Send reminders about deadlines.
  • Example: “Only 2 days left to change lives!”
• December 31: Send a morning email and a final evening reminder to create urgency.

6. Show Gratitude and Share Impact
   Gratitude builds trust and sets the tone for future engagement. Donors want to know the difference their support has made, and thanking them fosters long-term loyalty.

• Thank all supporters, even if they didn’t donate.
• Follow up in January with results:
  • Example: “Thanks to you, we raised $75,000 to provide meals and education to families in need.”

Need help crafting the perfect campaign?
Redstart Creative is here to support your year-end strategy and inspire impact in 2025.
Contact us today to get started!

https://www.redstartcreative.com/about/contact-us/