Last-Minute, Year-End Fundraising Tips

Tom Iselin
Nov 30, 2017
4 min read

Updated: Dec 12, 2025

7:20 min. Learn three of my favorite ways to raise money from donors during the month of December. Time is running out -- do what works!!

Last-Minute, Year-End Fundraising Tips

Today I want to talk about last-minute holiday giving—and how to inspire donors during the final 30 days of the year.

December is absolute mayhem. People are busy. Malls are packed. Inboxes are overflowing. Attention is scarce.

And yet—this is when most charitable giving happens.

So the question is simple: How do you inspire donors to open their checkbooks now, especially those who haven’t yet made a gift?

The answer is focus and simplicity.

Let’s break this down into three donor groups and exactly how to approach each one during the final stretch.

Why the Last 30 Days Matter So Much

December is when donors:

Finalize their annual giving
Assess what they’ve already given
Decide how much more they can contribute
Respond to urgency and emotion

This is not the time to overwhelm donors with long letters or dense messaging.

It’s the time to be:

Clear
Compelling
Urgent

1. Last-Minute Giving from Major Donors

Major donors typically make up 80% of your total giving.

Most have already given—but many still have capacity left. They often:

Give from income or trusts
Know exactly how much they plan to give annually
Still have funds available late in the year

What Works Best with Major Donors

Sponsorship opportunities.

These should be:

Significant in size
Clearly defined
Easy to understand

Examples:

$10,000–$50,000 program sponsorships
Camp sponsorships
Project-based funding with a clear outcome

The Process

Call the donor and thank them for their support
Let them know a sponsorship opportunity is coming
Send a simple, visually compelling sponsorship piece
Follow up within a day or two to answer questions

Key Messaging Tips

Keep the language simple
Use compelling images
Create urgency (by Christmas or year-end)
Focus on impact—not history

2. Last-Minute Giving from Mid-Level Donors

Mid-level donors are perfect candidates for wish list giving.

These are tangible, affordable items that feel personal and achievable.

Examples:

$100–$2,000 items
Equipment
Supplies
Utility costs
Program needs

These gifts work because they:

Feel concrete
Create ownership
Make donors feel personally invested

The Process

Make a thank-you call
Tell them you’re sending a wish list
Send simple, visual wish list options
Follow up to confirm receipt and answer questions

This is a great place to involve:

Board members
Volunteers
Staff advocates

Again:

Keep messaging simple
Use strong images
Add urgency tied to year-end timing

3. Last-Minute Giving from Small Donors

For donors giving under $100–$200, simplicity wins.

This is not the time for long explanations.

Instead, offer:

One or two clear options
A simple ladder to a higher level of giving

Examples:

$25 or $50 one-time gift
$10 or $19 monthly giving option

Best Channel Email.

Best Practices

Minimal text
Strong images
Clear call to action
Clean design
Urgent deadline

One of the biggest mistakes nonprofits make in December is overloading donors with too much copy.

Donors already love you.They just need a clear, easy way to act.

What to Avoid in December Appeals

Long explanations of programming
Dense blocks of text
Overly complex asks
Multiple competing messages

Those stories should have been told earlier in the year.

December is about:

Emotion
Urgency
Simplicity

Key Takeaways

Most giving happens in December
Donors are overwhelmed—keep it simple
Major donors respond to sponsorships
Mid-level donors love wish list giving
Small donors need quick, easy options
Strong images often sell better than words
Urgency matters more than volume

Summary

Last-Minute, Year-End Fundraising Tips! Easy!

If you want to inspire last-minute holiday giving, don’t overthink it.

Segment your donors.Simplify your messaging.Use compelling images.Create urgency.

Follow up personally where it matters most.

Donors are busy—but they’re still generous.

Make it easy for them to say yes, and those last-minute gifts will come in.

Tom Iselin

Rated One of America’s Best Board Retreat

and Strategic Planning Facilitators

About the Author

Tom Iselin is recognized as one of America’s leading authorities on high-performance nonprofits. He has built nine sector-leading nonprofits and two software companies, written six books, sits on multiple boards, and has been rated one of America’s Best Board Retreat and Strategic Planning Facilitators. His work on nonprofit strategy, board leadership, and culture has been featured on CNN, Nightline, and in Newsweek.

Tom is the president of First Things First, a firm specializing in board retreats, strategic planning services, fundraising strategy, and executive coaching for nonprofit CEOs.

Board Retreats & Strategic Planning

If you’re looking for a board retreat facilitator or strategic planning facilitator who has been in the trenches and understands real-world nonprofit challenges, Tom can help your board gain clarity, build alignment, and create an actionable plan that improves performance and impact. His sessions propel organizations to the next level of performance and impact . . . and they're fun!

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