7 Templates to Call Your Donors to Action at Year-End

Nonprofit Fundraising Statistics, a research study conducted by Double the Donation, reveals that more than 30% of annual giving happens in the month of December, with about 10% of all annual contributions coming in the last three days of the year. This is often referred to as the end-of-year giving season, and your organization is likely gearing up to optimize your efforts.

For many, that means increasing donor communications⁠—and we’ve created seven messaging templates for nonprofits like yours to use to drive action as the year ends.

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Template 1 – Giving Tuesday Appeal

Subject: [Donor’s name], will you support our Giving Tuesday campaign?

Dear [donor’s name],

Did you know that today is one of the most biggest giving days of the year? The Tuesday following Thanksgiving, nonprofits and donors alike celebrate Giving Tuesday as a way to creative positive change and impact. Help us grow generosity in our community!

This year, [organization] is taking part! In the next 24 hours, our goal is to raise $[Giving Tuesday fundraising goal] to [insert what the funds will be use for or the impact created – be specific].

Can we count on your donation today? Click here [link to online donation form] to complete our easy online giving form and help us reach our goal.

Thanks always,

[Name]

[Title]

[Organization]

Template 2 – Year-End Matching Appeal

Subject: Double your giving impact with a matching donation!

Dear [donor’s name],

Thousands of employers offer matching gift programs⁠—does yours? Nearly 27 million individuals work for companies and local businesses that match donations. And you could be one of them!

Interested in growing your impact by 2x or 3x’s ? Head to our matching gift page here [link to your matching gift web page] or reach out to your employer directly.

When you give to [organization] and take the step to request a corporate matching gift on our behalf, each dollar creates even more impact. And there’s no better time to get started than now, during the year-end giving season.

With double the gratitude,

[Name]

[Title]

[Organization]

Template 3 – Year-End Goal Push

Subject: We’re getting close ⁠— find out how to help us reach our year-end fundraising goal.

[Donor’s name],

We’re [percentage]% of the way to our annual fundraising goal with [number] of days to go.

Will you consider helping us reach our year-end giving campaign goal? It’s easy and your gift matters:

  • Make a donation! Give directly here [link to online donation form].
  • Submit a matching gift! Whether it’s for a newly made year-end donation or a gift you’ve already made, thousands of companies match employee donations. See if your employer will match your generous donation(s) by clicking here [link to your matching gift web page].
  • Fundraise for us! Take on a peer-to-peer fundraising role and encourage your friends and family to get involved with our cause.

Any way (or ways!) you choose to contribute, we are grateful for your help to grow our mission and [insert mission focus].

Gratefully,

[Name]

[Title]

[Organization]

Template 4 – Count Down Matching Gift Reminder

Subject: Get your gift matched by your employer – XX Days till Year-End!

[Donor’s name],

Did you know that your recent donation of [donation amount] on [date of donation] could be eligible for a matching gift from your employer?

[Company name] matches employee gifts between [minimum match amount] and [maximum match amount] per team member per year. And your gift can likely be matched!

[Company] requires you to submit your match requests 12/31 to qualify for matching funds. That means the deadline to secure a matching gift and help us reach our annual impact goal, is just a few days away.

Make your personal gift stretch further for [Organization name]. Click here [link to your matching gift web page or the employing company’s online request form].

Then, let us know you’ve requested your match!

Thank you for you do to help us [insert mission message],

[Name]

[Title]

[Organization]

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Template 5 – Individual Impact Example

Subject: Help us support more constituents like [person’s name] in [insert year].

In [estimated time frame or month] of 2023, [person’s name] came to us seeking support in the form of [organization’s mission programming]. They were facing [summary of constituent’s hardships, obstacles, or needs], and needed support.

In 2023, our goal is to grow the number of individuals like [person’s name] that we can help. It’s why [donor’s name], we need your help.

A gift of $[suggested donation amount] can help one person like [person’s name] receive [insert impact stats or what gift will do]. A $[suggested donation amount] can provide for [insert number of constituents or impact created by gift].

Can we count on your support? Every dollar makes a difference in the lives of those we serve.

To make your gift, click here [link to online donation form] or send a donation to [mailing address]. We thank you for your support!

Sincerely,

[Name]

[Title]

[Organization]

Template 6 – Last Chance Year-End Reminder

Subject: Last chance! X days left to make a tax-deductible donation this year.

Dear [donor’s name],

The year is rapidly coming to a close. But you still have a chance to make a tax-deductible donation that will change lives and receive tax credit!

As a registered 501(c)(3) organization under the IRS code, individuals and corporations giving to [organization] qualify to request a tax deduction in the amount of the donation. Interested in giving a gift that will make a difference in [organization]’s mission by [summary of mission programming] while also reducing your taxable income for 2023?

Click here [link to online donation form] to donate to [organization]’s annual fund!

Sincerely,

[Name]

[Title]

[Organization]

Template 7 – Thank Your Donors at Year-End

Subject: Happy Holidays! Thank you for your continued support of [organization name].

Dear [donor’s name],

On behalf of all of us at [organization], we’d like to take this opportunity to say thank you for supporting our mission.

It’s because of dedicated donors like you that our organization is able to create growing impact in our community.

We look forward to seeing what we can continue to accomplish together in [insert year].

Feeling festive? If you’re interested in taking part in our giving season fundraising campaign, please head to our online giving page [link to donation page] or text [mobile giving keyword] to [mobile giving number] to make a donation.

Your gift and generosity truly touches the lives of those we serve.

Happy holidays,

[Name]

[Title]

[Organization]

Bonus Tips and Best Practices

  • Adjust these templates to fit your nonprofit’s needs.
  • Highlight your organization’s mission and vision, current fundraising goals, and success stories. 
  • Craft your message so that your supporters are part of the story. (Check out this on-demand webinar, “End of Year Survival Guide: Expert Tips to Drive Giving” for more insight.)
  • Build trust by reassuring your supporters that their donations are being put to good use. (Key findings from “The Giving Experience Research Study,” conducted by OneCause, reveal ‘Trust’ is at the Center of the Generosity Ecosystem.)
  • Personalize each message to the intended recipient to both strengthen and leverage your donor relationships.
  • Browse these sample fundraising appeals and determine which to incorporate into your organization’s strategy.

Good luck and happy giving season!

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Wrapping Up

For more information on end-of-year giving, be sure to check out these additional resources:

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