Welcome to the Giving Season! The last quarter of the year is a critical timeframe for fundraising in the nonprofit world. According to Donorbox, 52% of nonprofits start their year-end appeals in October, with most bringing in 47% of their revenue in December (20% of which come in on December 31st!)
Right now is a prime opportunity to rally members and supporters around your mission, especially as we approach Giving Tuesday (December 2nd, 2025). Last year, nonprofits in the US raised $3.6 billion on Giving Tuesday, up 16% from 2023. The key is to plan thoughtfully and leverage the right tools (like WildApricot’s membership and fundraising features) to engage your community.
1) Embrace the Year-End Giving Season Early
Year-end fundraising isn’t just about December 31st; success comes from groundwork laid months in advance. If you haven’t started yet, don’t worry – there is still plenty of time to map out a focused campaign. Set a fundraising goal, plan a timeline for communications, and schedule the activities and events that will drive donations.
2) Engage Your Membership Community
Membership-based organizations have a built-in advantage in fundraising: a dedicated community. Your members are often your most passionate supporters, so make them the heroes of your year-end campaign. Communicate how their membership and donations together further the mission – for example, share stories of impact that were made possible by member support. Ensure you get your message out there – don’t rely solely on email blasts and announcements on your website – not everyone opens emails and members may not visit your website often. A multi-channel strategy of email, website announcements/blog posts, direct mail, and social media marketing will allow you to reach both a broader and more diverse audience of potential donors.
3) Optimize Online Donations (Make Giving Easy)
Donors won’t give if it’s difficult to do so, especially in the busy holiday season. An effective online fundraising campaign should make giving simple, meaningful, and trustworthy. The most successful donation pages are clean, easy to navigate, and emotionally engaging. Start with a clear, heartfelt message that explains why donations matter and how they make a difference. Include a strong, visible call to action (“Donate Now” or “Make a Difference Today”), and keep the form itself short and straightforward. Ask only for the essential information – too many required fields can cause people to abandon the process. “Include suggested donation amounts with short descriptions of what each achieves, can help guide donors’ decisions and make their impact feel tangible.
Thankfully, WildApricot makes all of this easy – no coding or web design experience required. You can add a fully functional donation form to your website using the donation form gadget, which can be customized to match your organization’s style and fundraising goals. Add custom fields for specific campaigns, allow recurring donations, and include a donation goal gadget that displays your progress in real time. You can also embed the form on other websites or link to it in emails and social media posts to reach more donors. To make your page even more engaging, personalize the confirmation and receipt emails that donors receive after giving – a warm, sincere thank-you message goes a long way in building loyalty.
4) Leverage Events
Don’t overlook the power of events to energize your community. Many membership-based nonprofits host year-end events – whether it’s a holiday gala, an awards banquet, a volunteer appreciation night, or a virtual fundraising challenge. Such events not only raise funds through tickets or donations, but also reinforce the sense of community among your members. With WildApricot, you can easily plan and promote these activities.
Consider tying an event into your campaign theme. For example, an animal rescue club might run a “Home for the Holidays” pet adoption fair with donation opportunities, or an alumni association could host a year-end networking mixer where attendees are encouraged to contribute to a scholarship fund. Broader campaigns such as Giving Tuesday (in late November) can kickstart your season, and some organizations run specific drives like a “12 Days of Giving” in December.
5) Create a Sense of Urgency
Creating a sense of urgency is one of the most effective ways to inspire year-end giving. Donors are more likely to act when they know their contribution matters right now. You can build this momentum by setting a clear fundraising deadline — for example, “Help us reach our goal by December 31st!” and regularly updating supporters on your progress. Add a visible countdown clock or donation goal tracker to your website, include progress updates in your newsletters, and share real-time milestones on social media. When people see that you’re close to achieving a goal, they’re often motivated to help push you over the finish line.
Celebrating milestones is just as important as setting them. When you hit key targets, whether it’s 50% of your goal or your 500th donation, take the time to thank your community publicly. Share a post, send a thank-you email, or even spotlight specific members or donors who’ve helped make progress possible. Recognition not only boosts morale but also strengthens the sense of collective achievement that drives future giving.
By combining urgency with celebration, your year-end campaign becomes dynamic and engaging rather than a simple request for funds. People love to see the tangible impact of their contributions, and every milestone is an opportunity to reinforce that connection.
Final Thoughts
As a membership-based nonprofit, you occupy a special niche where community and cause intersect. A well-executed year-end fundraising strategy will harness that community spirit, inspiring your members to be ambassadors and your broader supporter base to feel like part of the family. Plan ahead, tell a compelling story, and make giving as convenient as possible for today’s digital donors. The data is on your side: donors are primed to give generously during the holiday season, especially when they feel a meaningful connection and see their impact. At Ansid Media, we’ve seen firsthand how a smart digital strategy can elevate nonprofits’ fundraising results. Now is the time to put that strategy into action. Rally your team, engage your members, and make use of every feature and insight at your disposal. By the time you ring in the New Year, you’ll not only have raised crucial funds to carry your mission forward, but also strengthened the community relationships that sustain your organization year after year. Here’s to your year-end fundraising success!
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