Holiday Fundraising (Part 1 of 2) -- Major Donor Campaign Ideas

Tom Iselin
Oct 29, 2021
5 min read

Updated: 2 days ago

The holiday season is fast approaching. The stock market has been strong. Giving is at all-time highs. And more than 30% of all donations are given between Thanksgiving and December 31st. Now is the time to ask big! People are in good spirits. Their hearts are warm with gratitude, and they're inspired to help others and give back. Below is one of my favorite go-to holiday campaign tactics for major donors (more than $2,500). Use it and you're sure to find your stocking bulging with cash. Happy Holidays! 🎄 Tom~

Holiday Fundraising Ideas

If you want to raise a bunch of money in the next 60 days, don’t overcomplicate things. One of the most effective strategies you can use with major donors is a specific, tangible sponsorship campaign that’s simple to explain, emotionally compelling, and clearly tied to impact.

This isn’t about “supporting the organization” in some vague way. It’s about helping donors sponsor something real that makes a visible difference in the lives of the people you serve.

CREATE A SPECIFIC SPONSORSHIP CAMPAIGN

Choose one thing. Not five. Not three. One.

Examples might include:

refinishing a worn-out gym floor
buying a new van for transportation
replacing outdated kitchen equipment
upgrading technology for your programs

Whatever you choose, the key is this:

You’re not asking donors to “give to the organization so it can buy a van.”You’re asking donors to help buy the van so kids can get to programming.

Keep the focus on:

the donor
the beneficiary
the impact

Your copy should always connect the gift directly to the experience or outcome it creates for the people you serve.

HOLIDAY FUNDRAISING PRO TIPS: HOW TO RUN THE CAMPAIGN

Below is a simple four-step structure you can use to run a tight, effective, holiday-specific sponsorship campaign for your major donors. Here are your Holiday Fundraising Ideas . . .

1. BE SPECIFIC

Build your ask around clarity and simplicity:

Have one specific financial goal
Set a specific deadline (e.g., “By December 31”)
Choose one specific item or project to sponsor
Add a matching opportunity if possible

Examples:

“Help us raise $60,000 by December 31 to purchase a new van so 120 kids can attend after-school programs.”
“Help us raise $40,000 in the next 45 days to replace our broken kitchen equipment so we can safely serve 200 meals a day.”

Specific wins. Vague loses.

2. CALL MAJOR DONORS FIRST

Before you send anything in the mail, call your major donors.

Let them know a letter is coming that explains your holiday sponsorship campaign.
Do not rely on email at this stage.
If they don’t answer, leave a short, upbeat voicemail mentioning:
- what the campaign is about
- why it matters
- that a letter will arrive in the next week

If they do answer:

Thank them for their past support
Briefly share the goal of the campaign
Tell them to watch for the letter in the mail
Thank them again—and get off the phone

This isn’t a 30-minute conversation. It’s a touch, not a pitch.

3. SEND A SHORT, POWERFUL LETTER + SIMPLE INFOGRAPHIC

When you send the letter:

Keep it to one page
Use no more than half the page for copy
Use at least 13-point font for readability

Then, include a second page with a simple infographic:

No more than 5 giving levels
Make it big, clean, and easy to understand
Show what each level does (impact, not just dollars)

Also include:

a response card and return envelope
a clear web link or QR code for online giving

In the letter:

Ask the donor to sponsor at a specific level
Base the ask on their prior giving

Examples:

If they gave $5,000 earlier in the year, ask for less—maybe $2,500
If they haven’t given this year, ask for 10–20% more than their last annual gift

Donors are busy during the holidays. One of the biggest mistakes fundraisers make is sending:

long, text-heavy letters
dense infographics
complicated explanations

Don’t do that.

Focus your letter on:

WHY you do what you do
what the donor can help the kids/beneficiaries experience or achieve
how their gift will have a direct, tangible impact

Keep the content short, clear, and donor-centered.

4. SEND SHORT, FRIENDLY REMINDERS

If you haven’t received a donor’s gift within about two weeks:

Send a short email reminder (not another letter)
Make it a friendly nudge, not a guilt trip

Include:

the campaign goal
how much has been raised so far
the match opportunity (if there is one)
the deadline
the specific ask amount you suggested in their letter
the infographic as an attachment
an address for checks and links for online gifts

Keep the email to no more than three short paragraphs.

Every two weeks, send similar emails to donors who:

are part of the campaign
have not yet responded

If you still haven’t heard from them by December 21, send a friendly reminder on that day, and again on December 28.

In those final two reminders:

emphasize how close you are to hitting your goal
explain how meaningful their support would be to the kids or beneficiaries

WILL MULTIPLE REMINDERS ANNOY DONORS?

They will only feel annoyed if your messages are:

long
pushy
guilt-driven
donor-ignoring

Donors will not feel harassed if your emails:

are short and respectful
clearly explain the purpose
reinforce the impact of their gift
show appreciation for their past support

The key is tone and brevity.

KEY TAKEAWAYS

Choose one specific, tangible project to sponsor.
Center your case on the beneficiary and the donor, not the organization.
Keep letters and emails short, clear, and impact-focused.
Call first, mail second, email reminders third.
Suggest specific ask amounts based on the donor’s giving history.
Use simple visuals and limited giving levels to avoid confusion.
Be persistent, but kind—multiple reminders are fine if they’re respectful and brief.

SUMMARY

If you want to raise serious money in the next 60 days, don’t chase twelve ideas—build one focused sponsorship campaign that donors can easily understand and quickly support. Make it tangible, tie it directly to impact, and communicate in a way that respects both the donor’s time and intelligence.

Clarity plus consistency wins the holidays.

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.

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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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