Let’s be honest: Year-end fundraising can feel like a sprint, a juggling act, and a marathon—all at once.
You’re managing donor fatigue, tight deadlines, competing causes, and a small (but mighty) team. Yet 30% of annual giving happens in December, and nearly 10% comes in just the last three days of the year. That means getting ahead with a strong timeline isn’t a luxury—it’s your edge.
At Strategic Factory, we’ve helped nonprofits of all sizes plan, produce, and execute successful year-end campaigns across direct mail, digital, email, and print. We know what works—and when to work on it.
Here’s our full month-by-month fundraising timeline to keep your campaign on track, your messaging intentional, and your mission front and center.
August – Planning
- Audit your donor data (clean up records, flag LYBUNTs, major donors, new supporters)
- Review past campaign performance (what worked, what didn’t, who responded)
- Set fundraising goals (dollars, donor growth, retention)
- Choose your channels (email, social, direct mail, text, digital ads)
- Build your timeline with print and production deadlines in mind
Need a checklist?
Grab our free Ultimate Appeal Planning Guide with timelines, templates, checklists, and more.
September – Pre-Launch
- Segment Donors (different messages for different audiences)
- Finalize messaging & design assets (Letters, Emails, Website pop-ups & landing pages, Direct mail components (letter, remit envelope, buckslip, outer envelope), Digital ad creative and social graphics, SMS & thank-you messaging)
Pro tip: Your creative should feel cohesive across every touchpoint.
October – Launch
- Direct Mail Appeals should drop mid-to-late October (give it time to work!)
- Begin warm-up emails and teaser social posts
- Schedule your email drip campaign and SMS blasts
- Launch digital retargeting campaigns to match your mail list with online ads
Want your direct mail to fuel digital? Ask us about Direct Mail Booster to retarget donors who received your mail piece with display ads and emails.
November – Intensify
- Steward, Remind, and Recapture with:
- Email reminders for non-responders
- Social proof posts (show impact + drive urgency)
- Thank-you messages for early donors
- Prep for Giving Tuesday 2025 with a coordinated direct mail plan
Pro Tip: Don’t forget lapsed donors and first-time givers—both groups are primed for re-engagement.
December – Final Push
- Launch your Giving Tuesday 2025 emails and social posts
- Send targeted emails and texts to major donors
- Increase email and SMS cadence in the final 10 days
- Send a final push on Dec 29, 30, and 31 (the biggest giving window of the year!)
Pro tip: Use dynamic content and variable data printing to personalize these last-chance messages by segment.
January – Reporting
- Send heartfelt thank-you messages via email, mail, or even a phone call
- Share results and impact stories (what did donors help make possible?)
- Segment and tag new and repeat donors
- Start planning donor retention touches for Q1
Pro Tip: Donor retention starts the moment you say thank you.
Need Help Bringing It All Together?
Whether you need a second opinion on your strategy, full campaign execution, or help producing standout assets, we’re here to help. Strategic Factory builds and executes high-performing year-end appeals for nonprofits.
Let’s talk about your nonprofit goals and how we can support your year-end fundraising success.
