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An end of year fundraising email is a targeted message nonprofits send during November and December to inspire last-minute donations when generosity is at its peak.
And it is the season of generosity: according to the 202 M+R Benchmarks Study, nonprofits generate between 24% and 47% of their annual revenue in this period. A great year end email combines gratitude, storytelling, and a clear call to action that makes giving easy.
As a nonprofit, you should definitely tap into that holiday spirit for your cause. And a year end fundraising email is a great way to do just that.
Why send a year end fundraising email?
December isn’t just the holiday season, it’s the giving season.
Research shows that 30% of annual donations occur in December, and about 10% in the final 72 hours. This is when your supporters are reflecting on their year, reviewing finances, and are most open to giving back.
Good reasons to send out a year end email include:
- To thank supporters and share your impact.
- To announce the upcoming goals and invite continued support.
- To re-engage lapsed donors with a personal, heartfelt message.
- To segment communications for monthly donors vs prospects.
Bad reasons include:
- “Because we do it every year.”
- “We need money – fast.”
- “We’ll just blast our whole list and hope for the best.”
Before hitting send, ask why you’re sending it and whether email is the right channel for each audience. Some may respond better to direct mail, phone calls, or text messages. The goal is to reach donors through the most impactful channel for them.
How to write the perfect end of year fundraising email
Keep it simple
The average nonprofit email open rate in 2024 was 28.6%, with a 3.3% CTR.
Simplicity, clarity, and brevity increase engagement. Here are a few things you can learn from the American Heart Association:
| Pro tips: Keep it under 500 words. Break into 2-3 sentence paragraphs for readability. Use bold or bullet lists for scannable structure. Add images or graphics to spark emotions without clutter. |
Example: The American Heart Association’s end of appeal used under 350 words, one story, and a bold “DONATE NOW” button that leads directly to their giving page.
You May Also Like: How to Write a Christmas Donation Letter That Gets People to Open Their Hearts and Wallets.
Show your appreciation
Start your email by thanking your readers for their past support – monetary or otherwise. Gratitude builds trust and sets a positive tone. Take the example of the American Red Cross here:
According to Research Gate, donor acknowledgement increases repeat giving by over 25%.
Weave appreciation throughout: “Your donation made, …or “your generosity made …” keeps donors emotionally connected.
You May Also Like: 17 Unique Ideas for Christmas Fundraising (with Examples to inspire you)
Tell a compelling story
Emotions drive giving far more than logic. Use a personal, human story that embodies your mission.
You May Also Like: The Perfect Nonprofit Storytelling Approach To Drive Action
Homeboy Industries shows us how to tell a moving story in their year-end fundraising email:
| Storytelling tips: Focus on one individual or family. Include sensory details (“Sara’s first warm meal in weeks”). Link directly to impact (“Your $50 gift provides a week of meals”). |
Have a strong ask
A strong, specific call-to-action (CTA) converts curiosity into action. Here are some pointers we can take from Charity: Water about making a compelling ask in their end of year fundraising email:
| Follow these CTA rules: Use power verbs: “Give,” “Donate,” “Change lives.” Create urgency: “Donate before Dec 31 to double your impact.” Specific impact: “Your &100 gift funds two therapy sessions.” Repeat your CTA in 2-3 places, especially near the top and bottom. |
In 2024, according to M+R Benchmarks, the average revenue per 1,000 fundraiser emails was $58, and those with clear CTAs performed 2x better.
Make it easy to donate
Even the best email fails if your donation process is clunky.
A smooth donation experience is crucial for conversion.
| Checklist: Direct your CTA button straight to the donation form. Integrate modern payment methods (PayPal, Apple Pay, Venmo) Optimize pages for mobile – more than 45% of donations were made on a mobile phone in 2024. Mobile drives the most traffic, but mobile users still drop off faster. If your donation flow isn’t seamless on a phone, you’re sunk. Limit fields to essentials (name, email, amount). |
Why use CallHub for end of year fundraising emails?
CallHub empowers nonprofits to make smarter, data-driven appeals.
Here’s how it helps:
- Segmentation and personalization: create audience segments (monthly donors, first-timers, lapsed donors) and personalize the
- message accordingly.
- Automation: Schedule multi-touch campaigns – email + text + voice to keep donors engaged through December.
- Analytics and reporting: track open rates, clicks, conversions, and follow-ups in real time.
- CRM integration: sync donor data automatically for seamless follow-up and retention.
CallHub’s omnichannel approach means you can follow up an unopened email with a friendly text or reminder call.
When to send your year end fundraising email
Timing can make or break your campaign.
- Early December: “Thank you for your impact this year” + soft ask.
- Mid-December: Strong story-driven appeal.
- Final 72 hours (Dec 29-31): Urgent “Final chance to give” message.
Sample end of year fundraising email structure (Template)
Before you start writing, it helps to have a proven structure. Use this simple framework as a template for your end of year fundraising email:
Subject line: “Your final chance to make an impact in 2025!”
Opening: Thank the donor and mention their past impact.
Body: Share one story that illustrates your mission.
CTA: “Give Now – Donate Before Dec 31.”
Close: Gratitude + tax-deduction reminder.
PS: Reiterate the deadline and impact statement.
| Pro tip: Always A/B test subject lines and CTA button text using your email platform or CallHub automation. |
Way forward with end of year fundraising email
Your end of year fundraising email is more than just a donation request; it’s your opportunity to show gratitude, share stories, and strengthen relationships.
Approach your campaign with empathy, clarity, and purpose, and you’ll close the year not only with stronger fundraising results but with a deeper connection to your donors.
Ready to put it into action? Try CallHub today, and let’s hit your year end fundraising goals!
Feature image source: Tim Mossholder/Unsplash
FAQ on end of year fundraising email
Why is it important to send an end of year fundraising email?
Sending an end-of-year fundraising email allows nonprofits to thank supporters, update them on upcoming initiatives, and make specific asks for support during a season when donors are more receptive to giving.
How can I keep my end of year fundraising email simple and effective?
To keep your email effective, keep it brief with under 500 words, use clear formatting with short paragraphs, and deliver your message clearly while incorporating engaging visuals and color.
What are some ways to show appreciation to donors in my fundraising emails?
Consistently show gratitude to donors in your emails by thanking them for past support and making them feel like valued members of your mission, which encourages ongoing engagement.
How can storytelling improve my nonprofit’s year-end fundraising email?
Using a compelling, personal story about real individuals affected by your cause appeals to donors’ emotions, making them more likely to contribute and feel connected to your mission.
What are the best practices for making a strong ask in my fundraising email?
Make your ask clear and specific, create a sense of urgency with words like ‘now’ and ‘today,’ and clearly outline the impact of donations to motivate supporters to act promptly.
