Year-end fundraising moves beyond the appeal

By Diana Coyle, CICF Director of Nonprofit Services and Sustainability 

It’s October, which means year-end appeals are moving from someday to this week. The strongest ones are not a single December email sent to the whole list, followed by a hopeful wait. They speak to the people actually on your list: longtime donors, occasional givers, first-time donors, lapsed supporters, and loyal friends who may be ready to think about an endowment or legacy gift.

Give donors a reason to give right now.

Donors will receive a lot of year-end appeals. Make yours specific. Rather than asking donors to “support our work,” remind them of a need you’re addressing, a goal you hope to accomplish, or a story that shows why your work matters. Emphasize impact, not simply your organization’s need for money.

Try this before you draft. Finish the sentence, “Because of a gift this year, ______ will be able to ______.” Fill the first blank with a real person, family, or group, and the second with something they can do that they couldn’t before.

Reach beyond your usual donors.

Beginning this year, taxpayers who do not itemize may deduct up to $1,000 in qualifying cash contributions to eligible charities, or $2,000 for married couples filing jointly. Certain contributions, including gifts to donor-advised funds, do not qualify. That’s a timely conversation starter with people who may not think of giving as part of their tax planning, including younger donors and people who make smaller gifts.

Consider a simple message: “New for 2026: Even if you don’t itemize deductions on your tax return, qualifying cash gifts to charity may provide a tax benefit.” Lead with your mission, since taxes are rarely the main reason someone gives, but this is one more reason to invite new donors in.

Make it easy to give in more than one way.

Online donations aren’t the only option. Remind donors that your organization may also be able to receive gifts of appreciated stock, grants from donor-advised funds, and qualified charitable distributions from IRAs for eligible donors. A short “Ways to give” section can start conversations that might never otherwise happen.

If a donor offered your organization stock, real estate, or an interest in a family business, would you know how to process it? As a fundholder with us, you do not have to figure that out alone. We can help you accept and process gifts of complex assets, and we are here as an extension of your team.

Put legacy giving on the year-end menu.

Not every year-end conversation needs to result in a gift by December 31. Your most loyal donors may be wondering how to make sure this work continues after they’re gone. Include a gentle legacy message reminding supporters they can name your organization in a will or trust or as a beneficiary of an IRA, life insurance policy, or other eligible account.

You don’t need a sophisticated planned giving department to start. Successful legacy giving often begins with relationships rather than technical expertise. Ask loyal donors what your organization has meant to them, listen for comments about the future, and make sure they know a legacy gift is an option.

Connect your endowment to the future.

If your organization has an endowment fund with us, year-end is a good time to talk about it, but resist explaining it primarily as an investment account. Explain what permanence means for your mission: an endowment gift can help ensure that the work a donor cares about today continues for future generations. Share a concrete example of what a strong endowment could mean 10, 20, or 50 years from now.

Endowment and legacy giving reinforce each other: a donor who can’t make a significant endowment gift today may be able to make a transformational one through an estate plan.

Make a list of people who deserve a conversation, not just an appeal.

After you send your next donor newsletter, identify 10 or 20 donors who warrant personal attention. Who has given consistently for years? Who recently increased a gift? Who has told you why your mission matters to them personally? Forward the newsletter to them with a personal note, something like:

“Hi Sam! Thanks so much for your support over the years! The second article in our newsletter below might interest you. We’re getting lots of questions from donors about this topic as year-end approaches. I am always happy to jump on a quick call! Sally”

That may lead to a year-end gift, but also to a deeper relationship, a future major gift, an endowment gift, or an estate commitment.

Follow up in January.

Your year-end strategy shouldn’t end on December 31. Thank donors promptly and personally, and tell them what their support will help accomplish. Note new donors, donors who increased their giving, and anyone who expressed interest in other ways of supporting your organization. Nothing substitutes for proactive, personal outreach.

The strongest year-end strategy uses a moment when generosity is top of mind to build relationships that can support your mission next year and for generations to come. Use the form below to reach out anytime if we can support your fundraising strategy.

About the author

Diana Coyle, director of nonprofit services and sustainability, is dedicated to helping Central Indiana nonprofits access the tools, knowledge, and relationships they need to thrive. In collaboration with her CICF colleagues, she supports CICF’s nonprofit partners by offering professional development, resources, and technical assistance that strengthen organizations and their leaders. With more than 15 years of experience in leadership and community engagement, she is committed to fostering connections that amplify the missions of nonprofits and create lasting impact across the region.