There’s one move that can turn your ho-hum year-end appeal into a home run: notify first!

Before you send a single email or stuff a single envelope, reach out to donors—by phone or email—and announce your campaign is coming.

This one act can boost your response rate up to five times higher. If you actually reach a donor and they feel connected to your cause, half of them will give. Do it well, and that number can soar to 70%. Incredible.

But skip the notification and rely only on a generic appeal letter or email? Expect a limp response rate of just 1–3%. Maybe 5% if you’re lucky. (It’s like brewing coffee without heating the water—you’ll still get something brown, but nobody’s drinking it.)

Why notification works

When you call first, you’re doing two things: making it personal and creating anticipation. You’re saying, “Hey, watch for something from me soon.” That simple pre-touch makes donors more likely to respond because it sets a social cue. People rarely ignore someone who took the time to reach out personally—especially when it’s for something they care about.

Stack the odds in your favor

If your appeal involves a letter, turn it into a little piece of theater:

• Outside the envelope: Write “Open Me! Tom and Sara” in blue ink.
• Inside: Add a personal line, “So glad to hear your kids are home for the holidays.”
• Response card: Circle a suggested amount and jot, “Thank you for making a difference!”

These micro-touches humanize your message and double your chances of it landing in a pile marked “To Do” instead of “To Recycle.”

Who should make the calls?

If you’re thinking: We have 2,000 donors—we’ll never get this done, relax. Segment your donor lists. Call your top 200 donors and send a short, upbeat email to everyone else. But the more calls you make, and the more people you have to make calls, the better… play the odds, but quality always trumps quantity.

Board members are perfect for this task. They don’t have to make a financial ask, just announce the campaign. It’s a light lift and feels good. You can even make it fun: Host a “Call Night” during a board meeting, serve dinner, play some holiday music, and keep it casual.

If you want to loosen up the nerves, have a “practice round” where everyone calls two fellow callers for practice before reaching out to donors. Provide simple scripts. Just two calls in, they’ll be ready to charm donors like pros. (And if someone still panics at the thought of calling, hand them cocoa, not a phone.)

What to say

If a donor answers, stay upbeat and warm. Let them know how much their ongoing support means to the mission (and you). Then briefly let them know that you’re kicking off (or in the middle of) a year-end campaign, or any campaign, and that they’ll soon get a letter in the mail, or an email, with all the details.

Sometimes they’ll offer to give right then. Perfect. Point them to your website, say you’ll send a link, or take a pledge on the spot. If they make a verbal pledge, gladly accept it and say someone will follow up with a call or email to process it.

If the donor doesn’t answer the call, leave a voicemail. A short, friendly message works nearly as well as a live conversation. The magic is in the notification, not the two-way chat.

The second call that seals the deal

Near the end of your campaign—say December 22–28—call your biggest donors again if they haven’t given yet.

Update them on progress (“We’re just $10,000 from our goal!”), and remind them how their gift would help the kids, veterans, or families you serve and help close out the goal. This last burst can tip your campaign over the finish line.

When you go digital

If your notifications are by email, send a “heads-up” message first, then send campaign updates with clever calls to action every five days until year’s end.

Each email should have:

1. A friendly greeting and quick thank-you.
2. A line saying they’ll soon get your year-end appeal (only the first email).
3. A heartfelt reason to give (keep it human, not corporate).
4. One close-up photo showing emotion and impact.
5. A callout that you’re close to closing out the goal (use this in the ladder emails).
6. A callout that you now have a match (use this in the ladder emails to increase enticement).

Keep each email short! Seriously—no more than four sentences. Maybe five if you’re feeling rebellious. People read short fundraising emails 73 percent more than long ones.

Already started? Still works.

Even if your campaign is already rolling, adding a notification—by call or email—still boosts results. It’s never too late to warm up the connection before the ask.

One cleanup rule

Once a donor gives, remove them from your call and email lists immediately. Nothing says “robot fundraiser” like asking someone for money after they’ve already given—and it’s tacky.

Phone script example

1. Hi, [Donor’s first name]!
2. <If they don’t answer, start with:> “Sorry I missed you…”
3. “My name is [Your Name], and I serve on the board of ACME Nonprofit. I’m calling to thank you for being such an amazing volunteer and loyal supporter for the last nine years.
4. You’re probably thinking I’m calling to ask for money (chuckle), but I’m not.
5. I am, however, calling to announce that we will be launching our year-end campaign in a few days, so you can expect a letter in your mailbox that will be asking for a gift (chuckle again).
6. And before I jump off the line, I want you to know that we’ll serve more than 4,000 children in need next year, and our waitlist is at an all-time high—250 kids. You can read more about what we plan to do to serve these children in the letter you’ll be receiving in a few days.
7. So, keep an eye out for the letter, and thank you again for being a loyal supporter. The children in Dane County would not have access to a program like ours without people like you. Thank you!”

Warm, short, and hopeful. No pressure. Just connection.

The bottom line

Want better results this December? Notify first before you ask!

A quick phone call or short email announcing your appeal can be the difference between “a decent campaign” and “our best ever.”

Donors respond when they feel seen. Therefore, before you hit send or lick that envelope, pick up the phone and call your donors. It’s one of the simplest and most effective tactics in fundraising—and one of the most ignored. Heck, who knows? You might even enjoy it! Stranger things have happened in December.

The post The year-end fundraising secret nobody uses appeared first on Bloomerang.

Dear Charity Clairity,

My boss is totally on my case to make our end-of-year appeal our best ever. I am tearing out my hair, because I’ve no idea what to do to make it better. I already follow all the rules I’ve learned from reading fundraising books and attending webinars. I feel I’m pretty on top of best practices. Do you have any special tips, based on real-life experience, that might help us tip the scales?

— Flummoxed Fundraiser

Dear Flummoxed Fundraiser,

I congratulate you on your openness to considering tactics you may not have previously contemplated. It’s important to be able to think both inside and outside the box. So, allow me to suggest a few outside things – based on my experience working in this field for four decades – that really pack a punch.

These winning tactics I’m recommending are not the letter itself. It’s possible your letter is already perfect. In fact, by fiddling with it you may just make it worse!

Let’s look at four magic tricks you can do.

I say these tactics are magic because I’ve never seen them fail. And… the bonus is they’re relatively simple to do!

NOTE: Want to be sure, after the fact, these strategies were, indeed, the magic that really lifted your response rate and/or average donation? If you have a statistically significant sampling (enough people in your test to be confident the results couldn’t have occurred by chance), you can, and should, do a randomized A/B test. This way, every campaign can be a learning opportunity – which makes you look smart!

1. Change the outer envelope.

This takes almost no work at all.

And it’s a critical step too many organizations overlook. Think about it. Your letter is no good if the would-be reader never sees it! Boring envelopes get tossed before they’re opened (as do emails with boring subject lines, by the way). So, try one of these magic tricks to make all the hard work you put into crafting the appeal’s content doesn’t go to waste:

• Plain envelope.  No logo. Not even your name. Just a return address (and a place where a volunteer who is adding personal notes can hand write their own name).  The mystery is hard for folks to resist. Use for renewals and warm prospects for whom you’re mailing first class. Note: the post office won’t allow this unless you’re using a first-class stamp, so it’s for renewal and warm prospecting letters more than for direct mail acquisition.

• Colored envelope. This is something to test. I’ve had great success with brightly colored envelopes that don’t even match the design of the enclosed appeal.  They simply stand out in the mail box and do their job of getting opened.

• Oversized envelope. This is another trick to get folks to take notice. An oversized envelope stands out in the mail. Of course, it requires extra postage and this can backfire, making folks think you’re using money for the wrong purposes. It works best for event invitations rather than annual appeals.

• Envelope teaser. Direct mail fundraising guru Mal Warwick describes a range of needs that can be accomplished with a teaser, ranging from describing what’s inside to asking a question to starting a story. He also says “Often the best teaser is no teaser at all. Fundraising letters are almost always crafted to mimic personal letters, so teasers may well cheapen or undermine the effect the writer wants to achieve.” Use some judgment. And ask folks outside your office if the teaser would turn them on or off. Begin your own collection at home, noting which teasers get you to open the envelopes and which you’d be inclined to toss.

• Subject line teaser. The subject line of an email is much like the outer envelope for direct mail. It’s the window into your message – inviting you to open it, or not. Make it intriguing, urgent, exciting, compelling, emotional, shocking or funny. The more useful and specific it is the better. Read more on some great year-end email subject lines. And these days you can easily engage AI to help you craft these (there’s the free version of ChatGPT, or just use your browser to search — you’ll find plenty of free products)!

2. Add a personal, hand-written note.

This takes some coordination, but it’s well worth the effort.

I’m talking about a note written directly on the appeal letter itself, or a little sticky note you affix to the top (visible when the recipient opens the appeal). You likely won’t have the bandwidth to write notes on every appeal, but you can definitely do so where it’s likely to give you the biggest bang for your buck.  There are two places where I’d suggest you focus:

• Donors who’ve made above-average gifts to you in the past. First, figure out what the average gift was to your organization. Second, run a report of everyone who gave more than this amount. Might you be able to add notes to these folks’ appeals? You can have a volunteer or staff person do this. Just something simple like: “Thanks for your support. It means a lot!” “You make all the difference!” “Your generosity means the world to those who rely on our support.” What’s important is you begin with you and you put it in handwriting, so the donor feels special. Because you took the time to single them out.

• Donors who have connections to your board and committee members, other donors and volunteers. People give to people, not organizations. So, if someone the recipient knows adds a personal note, they’ll automatically pay more attention. It’s a form of social proof, one of the key principles of influence espoused by Robert Cialdini. If someone else thinks your organization is worth supporting, then the recipient is likely to agree. For them, the note acts as a decision-making shortcut.

3. Segment your mailing list using donor identity importance.

This makes your appeal more personal.

Sure, you can segment by donor/non-donor or small/mid-level/major. Or even by personas (e.g., “Suzy Soccer Mom,” “Wanda Widow,” “Busby Businessman,” etc.) you apply somewhat arbitrarily. Of course, any segmentation is better than nothing, because it’s difficult to write an appeal that seems personal (at least from the donor’s perspective) if you write to a huge, amorphous mass. The more you can show your donors you know about them, the better.

However, the real magic trick in segmentation is to segment by donor identity importance. For example, I may fall into the general “Suzy Soccer Mom” category by virtue of having a kid who plays soccer. But that may be just a teensy part of my identity. The tip of my iceberg. One teeny tree in my forest. Something I do, not someone I am. Maybe I identify with the “mom” part, but perhaps I connect more with being a “working,” or “gardening,” or “creative” or “activist” mom.

Get some tips on brainstorming donor identities here, and on mailing list segmentation here.

4. Send a thank you letter or email before your appeal.

This strategy incorporates more of Cialdini’s psychology of influence and persuasion. When you do something nice for others, they’re inclined to reciprocate. Plus, a thank you before an ask puts people in a satisfied, generous frame of mind. They’re essentially pre-suaded to respond positively to your appeal. In fact, the Centre for Sustainable Philanthropy researched this, and found in an A/B test that a group of Planned Parenthood donors who received the extra thank you touch outperformed a similar group who did not – resulting in a 67% increase in giving! The numbers renewing didn’t change much at all, but the average gift soared.

Try out these four outside the box magic tricks to get unflummoxed!  And just in case you’d like to double-check whether you’re engaging in all “the rules” (as you put it), I cover all the critical elements to consider in my Anatomy of a Fundraising Appeal Letter.

Good luck,

— Charity Clairity (Please use a pseudonym if you prefer to be anonymous when you submit your own question, like “Flummonxed Fundraiser” did.)

How does your organization navigate stock donations? Let us know in the comments.

The post When your fundraising appeal is already good, what else can you do to increase response? appeared first on Bloomerang.

50% of nonprofits receive the majority of donations from October through December, so it’s the prime time to develop a plan to maximize your fundraising efforts.

In this guide, we’ll review the importance of year-end giving and the best strategies to plan a successful campaign. Here’s what to expect:

• Year-end giving FAQs
• Steps to plan a successful year-end giving campaign
• How Bloomerang can help you host the best year-end giving campaign yet

The sooner you can start your year-end campaign planning, the more time your team will have to prepare and align on strategy and timelines.

Wrapping up

The year-end giving season isn’t just a time to reach out to supporters and gather last-minute donations. It’s also a time to reflect on the progress made throughout the entire year and celebrate your organization’s achievements.

By planning early, creating a strong case for support, and personalizing your donor outreach efforts, you can reach your year-end giving goals and lay the foundation for better supporter relationships next year.

Looking for more information on nonprofit strategic planning and how to improve your fundraising campaigns? Start with these additional resources:

• Nonprofit strategic planning: your path to impactful growth. Your year-end giving strategy is one component of your overall nonprofit strategic plan. Use this guide to approach strategic planning more effectively.
• Best fundraising software tools to boost results. You’ll need the support of powerful software solutions, such as a donor management system and an online giving platform, to make your year-end fundraising successful. This guide reviews the top solutions on the market.
• Donor stewardship: key tips to build relationships. Effective donor stewardship is required for every fundraising campaign, including your year-end giving campaign. Use the tips in this guide to improve your stewardship approach.

The post 15 Essential Steps to Plan for Successful Year-end Giving appeared first on Bloomerang.

For nonprofit fundraising professionals like you, GivingTuesday is a prime opportunity to amplify your mission, rally your community, and finish the year strong.

Not sure if your organization is ready to seize the moment? This guide will walk you through everything you need to confidently plan, promote, and profit from GivingTuesday. Here’s what we’ll cover:

• GivingTuesday: Your FAQs answered
• Expert tips to make the most of your GivingTuesday campaign
• 15 fundraising ideas to engage supporters on GivingTuesday

Real GivingTuesday campaigns from Bloomerang customers that inspire

GivingTuesday has a certain magic to it: the kind that reminds us just how much good nonprofits unleash when their communities rally behind them. And this year, Bloomerang customers are showing up with campaigns that are not just creative and compelling, but deeply connected to the heart of their missions. Their work proves what we already know to be true: when nonprofits are empowered with purpose-built tools and fueled by meaningful supporter relationships, generosity grows and impact skyrockets. 

In this roundup, we’re spotlighting a handful of organizations that are turning GivingTuesday into a catalyst for connection, inspiration, and next-level impact. You’ll see standout strategies, joyful storytelling, and smart, insight-driven execution—all grounded in the realities nonprofits navigate every day. And because purpose thrives when we learn from one another, we’ve included practical takeaways you can carry into your next campaign. Let their 2025 GivingTuesday strategies spark your next big idea!

Tikkun Olam Makers

Networking with global connections and timing with product launches

Tikkun Olam Makers’s GivingTuesday donation page focuses on the unique impact that a supporter can make with each level of donation, including photos of their new 3D-printable Toddler Mobility Trainer (TMT) and a quote from one of their client’s parents. “We timed the campaign to coincide with the public launch of TOM’s TMT device—a lightweight, low-cost mobility device for young children with physical disabilities who are not yet able to walk independently,” shared Mikhala Kotlyar, Grant Management & Development Operations Director. 

They’re spotlighting the campaign through TOM’s social media and newsletter, as well as connecting with their international network of supporters to spread awareness. “TOM is amplifying our GivingTuesday campaign through our global alumni network of former TOM Fellows—college and university students who completed our year-long Fellowship program—and our current TOM Fellows and faculty partners are also helping promote the campaign across their campuses and communities,” said Kotlyar. 

GivingTuesday Takeaway: To boost your campaign’s success across multiple channels, connect with your network of supporters to spread the message and emphasize the direct impact a donor can make, which helps humanize your campaign and makes generosity feel tangible. Impact is contagious; give people something meaningful to share, and they’ll help your mission travel even farther.

Beauty For Ashes Africa

Using a multichannel approach to reach donors wherever they may be

With their 2025 campaign to Sponsor A Girl’s Journey To Freedom, Beauty For Ashes Africa (BFA) is highlighting specific needs like food, education, and counseling that supporters can fulfill, along with using a Bloomerang Fundraising thermometer to track progress to their goal of $27,600. They also took a multichannel approach that started weeks ago to prepare donors for year-end giving. 

“Our campaign this year started with a thank-you campaign to our current donors early this fall with phone calls and thank-you letters,” explained Chrissy Duke, BFA’s U.S. Director. “This month, we are doing some targeted emails and social media posts leading up to GivingTuesday. The day of GivingTuesday, we will do social media, emails, and some live posts. We also have sent out a mailer this month with tri-fold info and a letter.”

GivingTuesday Takeaway: Donor readiness starts long before GivingTuesday. By leading with gratitude, naming the specific needs each gift fulfills, and keeping supporters engaged across channels—mail, email, social, and even live updates—you can build a steady flow of connection that turns awareness into action. When donors feel seen, prepared, and clear on their impact, generosity grows. 

FamilieSCN2A Foundation

Using an anniversary or other milestone to garner fundraising support

This year marks the FamilieSCN2A Foundation’s 10th anniversary, so they are driving GivingTuesday and year-end giving by celebrating a decade of growth, scientific milestones, and advocacy wins. “Ten years ago, families receiving an SCN2A diagnosis were often told they were the only one—no community, no research, no answers. Today, thousands are connected, research is advancing, and hope is multiplying,” explained Angie Weaver, Director of Philanthropy & Development. 

“We’re running a full multichannel approach from October 1-December 31, including direct mail, email series, social media storytelling, text messaging, and volunteer engagement.” Their donation page and materials are fully branded “From One to Many,” with a clear call-to-action and GivingTuesday push. “We’re using Bloomerang Fundraising, Bloomerang CRM, and Bloomerang Volunteer to run every piece,” said Weaver. “It truly allows our very small staff to operate at a high professional level.”

GivingTuesday Takeaway: Turn milestones into momentum for generosity. By using their 10th anniversary as a rallying cry, FamilieSCN2A gives supporters a powerful reason to engage. Pair a celebratory or emotional moment with a fully branded, multichannel strategy (and the right tools to run it smoothly) and even the smallest teams can show up with big-league professionalism. When you honor your history and invite donors into the next chapter, you inspire generosity that carries well beyond GivingTuesday.

Rejoice School of Ballet

A creative theme that casts donors as heroes and thanks them for their generosity

One way that Rejoice School of Ballet removes the financial burden from dancers’ families is by providing every dancer with a free, high-quality uniform, regardless of economic status. This year’s GivingTuesday campaign uses the theme “Real Superheroes Know Children Need Tights” to drive home the message. “Since we are raising money for leotards, shoes, and tights, the idea popped into my head that superheroes wear tights and superhero language is a great way to honor donors,” said Sharyn Mahoney, Executive Director. “I sent our graphic designer this idea with other superhero language and a few photos to use. She changed the images into a comic book style, and the campaign fell into place.”

Rejoice’s campaign is run through social media and emails, with teasers sent out in the weeks and days leading up to GivingTuesday. This year, postcards were added as a direct mail piece, and on the day of, the Director of School Operations will host three Facebook Live sessions to show students in action and provide updates. Mahoney also calls donors who have made significant contributions, starting with $500 and up, and expanding to calls for donations over $250 and even $100 as time permits. “Plus, I always call first-time donors,” said Mahoney. “Even if those calls happen over a day or two later, just leaving a message makes a big impact.”

GivingTuesday Takeaway: A playful, mission-rooted theme can make your campaign unforgettable—but pairing creativity with personal connection is where the real magic happens. Rejoice shows how a fun, visually vibrant concept can draw supporters in, while thoughtful donor phone calls deepen relationships and spark lasting loyalty. When you mix joyful storytelling with genuine gratitude, generosity leaps into action.

Allegheny RiverTrail Park

Using Bloomerang CRM and Fundraising to make data-informed decisions

Allegheny RiverTrail Park (ARP) is tracking GivingTuesday appeal success rates by making seven identical forms that each map back to a different appeal in the Bloomerang CRM. “We will see different responses for email blasts, social media links, direct mail, paid ads, and park signage,” explained Katie Steines, Marketing and Development Coordinator. “This will direct our decision making and fund allocation for next year!”

ARP is also using one FundHub in Bloomerang Fundraising so that their embedded Annual Appeal thermometer will be accurately updated regardless of which form is viewed. “GivingTuesday’s goal is separate, so the thermometer on that form will be for a different goal, but it will still feed the main Annual Appeal thermometer once GivingTuesday is over,” said Steines. “And based on last year’s GivingTuesday data, we added a $60 giving level. $50 was the most frequent gift last year, so a $10 increase should boost our revenue a little bit!”

GivingTuesday Takeaway: Use data as your strategist! By tracking response rates across multiple channels and tying every gift back to clear appeals, you can see exactly what’s working—and invest smarter next year. Pairing that with thoughtful tweaks like updating giving levels based on previous patterns turns insight into impact. When your data tells the story, your fundraising gets sharper, stronger, and more effective.

Hands of Hope

Making a donation match encourages donors to act now

For GivingTuesday 2025, every dollar donated to Hands of Hope Adoption and Orphan Care Ministry will be matched until they hit their goal of $10,000, turning the impact into $20,000. In addition to a Bloomerang Fundraising goal thermometer, their giving page also includes photos of the families being supported by their nonprofit. Plus, throughout the month of November, “we will be sharing personal videos and impact stories and stats on social media,” shared Chey Hernandez, Director of Development. 

GivingTuesday Takeaway: Matching gifts for GivingTuesday, or any campaign, double the impact and give supporters an irresistible reason to act now. Pair that urgency with heart-centered storytelling and real client photos, making your mission feel personal and the purpose unmistakable. 

The UP Center

Generosity comes naturally with a cohesive story and donor matching gifts

The UP Center’s well-branded GivingTuesday donation page is themed this year to encourage donors to “add a stitch” to the community’s quilt of hope. “For the campaign, we leveraged the ‘add a stitch’ theme through a multistep email campaign, mailing, and social media ads on Facebook and Nextdoor and by highlighting GivingTuesday on our website and in our quarterly newsletter,” said Abby Peterkin, Chief Development Officer. And what’s even better than a double donation match? A triple match! The UP Center has secured a special $30,000 match that will triple the impact of their supporters’ compassion and kindness now through December 2. 

GivingTuesday Takeaway: A strong theme can tie your whole campaign together, but a powerful match can take it to the next level. By weaving a creative GivingTuesday theme—and pairing it with a high-value matching gift—you can make giving feel both meaningful and irresistible. 

Children’s Association for Maximum Potential (CAMP)

Making your GivingTuesday moment shine within a larger year-end campaign

Children’s Association for Maximum Potential (CAMP) focuses on two major days of giving each year: The Big Give, a San Antonio-wide day of giving held each September, and GivingTuesday. “While GivingTuesday falls within our year-end campaign, we always create a separate, dedicated campaign for the day,” explained Lauren Weiss, Chief Development Officer. 

Their theme for GivingTuesday 2025 is “One Day of Giving… A Year of CAMP!” In addition to email blasts leading up to the event, CAMP also reaches out to past donors to offer a matching gift opportunity, posting announcements like “If we raise $XXX during this match hour, a donor will match it up to $XXX” throughout the day. “Our GivingTuesday social media efforts go beyond asking for gifts. We also focus on showing impact,” said Weiss. “We share video testimonials from parents and volunteers who describe what CAMP means to them and the difference it makes in their lives.”

GivingTuesday Takeaway: Create a GivingTuesday moment that stands on its own—even within a larger year-end push—by giving supporters a clear theme, a focused message, and multiple ways to engage. Layer in match-hour challenges to spark urgency, and balance your asks with impact-filled content like testimonials and videos. When donors can see the joy their gift creates, they’re far more likely to jump in and give!

March Fourth

Partnering with influencers and offering branded merch giveaways

March Fourth’s 2025 GivingTuesday donation page is offering a branded tumbler and exclusive stickers for all donations of $100 or more. They’re also partnering with influencers and volunteers to spread the word about the campaign: “We have a group of influencers who are going to help promote our GivingTuesday campaign, as well as an extremely excited group of March Fourth volunteers,” said Laura Baker, Senior Vice President. “We are asking both groups to share on their social media accounts why our mission of Ending Mass Shootings is important to them.”

“We have asked the team to be authentic and even fun and creative to bring some ease to a very heavy, yet real, topic! Everyone has their own personal reason for why they dedicate their time to volunteering at March Fourth, and we want to empower them to share it. Guns are the #1 killer of children. The majority of Americans want shootings to end, and we want to use this campaign to get donations, raise awareness, and educate how everyone can participate.”

GivingTuesday Takeaway: If your mission tackles heavy issues, lean into authenticity and empower real voices to lead the conversation. By encouraging influencers and volunteers to share personal stories and adding a joyful merch moment to spark participation, your campaign can turn heartfelt honesty into powerful awareness and generous support. When real people lead the message, engagement grows, and your impact goes further.

Easterseals DuPage and the Fox Valley Region

Community engagement and peer-to-peer fundraising enables greater participation

Easterseals DuPage & Fox Valley has participated in GivingTuesday since 2014, with their efforts driven by 100% participation from the Board of Directors, generous matching donors, and families who share their experience. “Some of the Board teams up with children from Easterseals to help raise funds that day and we connect with families to share their ES experience to their friends and family. We also spread good energy and gratitude on GivingTuesday by encouraging people to submit ‘Bursts of Gratitude’ to people in their lives that we will post in our clinics and share in our communications,” said Erin Skaggs, Marketing Director. “The integration between a peer-to-peer campaign and social channels has been helpful to expand our reach.” 

Their 2025 GivingTuesday campaign, “Connect The Dots,” is taking advantage of Bloomerang Fundraising features like leaderboards, peer-to-peer pages, and a goal thermometer. “Our theme speaks to the comprehensive pediatric therapies we provide and the impact our donors have by connecting children who are uninsured to the services they need,” explained Skaggs. Staff participate by amplifying the nonprofit’s message, and the event is made extra fun with t-shirts, a photobooth, and a coffee bar. Mobilizing the community is a big part of their campaign, with fundraisers receiving exclusive incentives like branded gear, gift baskets, and other prizes, while two local shops are donating 20% of the day’s proceeds to Easterseals’ GivingTuesday effort.

GivingTuesday Takeaway: When your community becomes the engine of your campaign, your impact multiplies. Combining peer-to-peer fundraising, social storytelling, and a mission-rooted theme creates a sense of shared purpose that inspires people to show up—and bring others with them. Layer in Board participation, matching gifts, and playful incentives for donors and staff alike to turn GivingTuesday into a celebration that lifts both awareness and generosity higher.

Friends of Hopewell Valley Open Space

Turning donations into a friendly competition increases generosity

Friends of Hopewell Valley Open Space (FoHVOS) is an accredited nonprofit land trust offering supporters a unique option to vote for their favorite local trail with each gift of $20 on this year’s GivingTuesday donation page. Plus, those who vote for the winning trail will win a brand new FoHVOS shirt and that trail will be featured in next year’s guided hikes led by FoHVOS Land Stewards.

The nonprofit is using social media to share the benefits of trail-walking and provide updates on highest ranking trails leading up to GivingTuesday. They are also using email to spread awareness of the campaign—and already seeing results. “We received a $100 donation for our GivingTuesday campaign from a local community member who has been signed up to receive FoHVOS e-newsletters since 2016,” shared Jennifer Rogers, Executive Director. “This contribution was their first ever to our organization, even though we’ve been reaching them for nine years!” 

GivingTuesday Takeaway: Patience and thoughtful donor stewardship pay off—especially when paired with a creative, community-centered campaign. By giving supporters a fun way to vote with their gift and spotlight community features they love, you can turn long-time followers into first-time donors. When you make participation engaging, local, and meaningful, even quiet supporters are inspired to step forward and spread the generosity. 

Conclusion 

GivingTuesday may only last 24 hours, but the impact nonprofits create on this day of generosity stretches far beyond the calendar. As these Bloomerang customers show, there’s no single path to a successful campaign—there are countless ways to spark connections, uplift your community, and inspire people to give boldly. Let their creativity remind you of what’s possible when you lead with authenticity, lean into your strengths, and give supporters a clear way to make an impact. With the right tools, a built-for-purpose strategy, and a little joy, you can elevate your GivingTuesday efforts and ignite generosity that lasts all year. 

Wrapping up

With an impactful plan, your nonprofit will be ready to rock GivingTuesday this year. Equipped with these expert tips and creative GivingTuesday ideas, you’re off to a great start.

Check out our additional fundraising resources to optimize all aspects of your campaign:

• Email Marketing for Nonprofits: The Ultimate How-To Guide. Craft engaging and inspiring GivingTuesday emails with the help of this comprehensive guide.
• The Essential Nonprofit Fundraiser’s Guide to Mobile Giving. Learn everything you need to know about optimizing your mobile giving efforts ahead of GivingTuesday.
• What is Peer-to-Peer Fundraising? The Ultimate Guide. Plan a fun and effective peer-to-peer fundraiser for your audience by following our expert tips.

The post GivingTuesday 2025: The Ultimate Guide for Nonprofits appeared first on Bloomerang.

1. Consistent messaging

December sees 30% of annual donations, with nearly half arriving in the final week. Align your messaging across all channels—email, direct mail, phone calls, and social media.

Inconsistent messaging can confuse prospective donors. Reinforce your key message repeatedly to ensure it resonates, regardless of how or where supporters engage with your organization.

2. Create urgency in final appeals

Send a final appeal—or even a few—during the last week of the year. Emphasize the giving deadline and create urgency in your messaging. Nearly 47% of nonprofits’ online revenue is generated during this critical period (source: DonorBox).

Mention that this is the last chance to make a tax-deductible donation to your organization in 2024. Including a countdown or deadline reminder in your subject lines can help to drive action.

3. Segment by audience

Tailor your appeals to different generations and donor types. For example, remind older donors about Qualified Charitable Distributions (QCDs). Not sure what QCDs are? Learn more from Fidelity Charitable.

By segmenting your audience and highlighting different giving vehicles, your messaging will resonate more effectively, increasing the likelihood of receiving non-cash asset donations. Personalized appeals make donors feel seen, increasing their emotional connection to your mission.

4. Optimize for mobile

Before sending your appeal, open it on a mobile device. With 55% of emails being opened on mobile (source: eMarketer), a mobile-friendly design is essential for engagement.

Most CRMs and email platforms offer a mobile preview option. Ensure your calls to action are easy to click, and that your donation page loads quickly to minimize barriers to giving.

5. Use a personal sender name

Boost email engagement by using a personal sender name instead of your organization’s name. A study by NextAfter found this simple change increased open rates by 21%.

A personal name helps build trust and familiarity, making supporters feel they’re being reached out to by a person rather than an anonymous sender.

6. Show gratitude

Thank your board, committees, and volunteers early and often! Don’t be afraid to get creative with your expressions of appreciation.

Consider personalized, handwritten thank-you messages or spotlighting their efforts publicly on social media or in newsletters. Showing appreciation helps them feel valued and inspires their continued support.

Conclusion

We hope these tips help you fine-tune your end-of-year appeals and boost donations for your important mission. Wishing you and your team a strong finish to the year and a successful season of generosity!

The post 6 tips for end-of-year fundraising appeals appeared first on Bloomerang.

Most of this money comes from donors who give less than $10,000. This should give hope to everyone raising money who has been feeling anxious that their donor’s wallets are in “lockdown.”

The Rule of 5

The Rule of 5 is a winning follow-up strategy that will improve your response rates no matter when you use it. It’s helped me raise millions of dollars and I know it will help you too.

As we gear up for end-of-year appeals, or any email campaign for that matter, follow these basic follow-up tactics to increase your response rates and percentage of gifts. In fact, if you follow these tactics precisely, you’ll find that your response rates can DOUBLE!

1. Send a solid appeal letter with all the basics:

• Use short paragraphs.
• People read headers first. Always use a bolded header for each paragraph.
• Ask for a gift at least three times in the letter, either directly or indirectly.
• Sell the need and impact, not your programs. You don’t have room to pitch your programs. Always send the details of your programs as an attachment.
• Use a pull quote to pitch the ask somewhere. It will be one of the first things a donor will read.
• Don’t talk about “you” or oversell what you do. Focus on connecting the donor’s gift to the impact you’re making.

2. Once you send out an initial solicitation email, wait five days. If you don’t hear back, send it again on the fifth day. However, use a different subject line than the one you used the first time.

3. If you don’t hear back in five days, send another email on the fifth day. Again, use a different subject line. At the top of this email, before solicitation text, add something to this effect:

John, when you have a moment, read the email and the attached PDF.

Demand for infant formula has tripled since COVID. Your gift will make a difference.

I’ll call you early next week to hear your thoughts and answer your questions.

All the best,

Tom~

4. Then, within five days, call the prospect. If they don’t answer, leave a message for them to call you back. Do NOT ask for a donation when leaving a voicemail.

5. If you haven’t heard back within five days, call again on the fifth day (or the sixth or seventh). If you don’t reach the donor, leave another message, but this time, tell them that you will send a reminder email in the next five days.

Note: If this is an end-of-year appeal, time the entire process so the last email goes out on the 27th of December.

6. When you send your last email for your end-of-year campaign, change the subject line again and write something to this effect at the top of the email, before the solicitation text:

John, now is the time to ensure infants have enough formula during the holidays and the start of the new year.

Pick a sponsorship level from the attached PDF and then make your gift online at: www.[ORG NAME].com

You have XX days left to make a tax-deductible gift for 2020.

Your gift will make a difference in the lives of dozens of infants in our county.

Thank you, and Happy Holidays!

Tom~

Persistence will pay off if you’re passionate and kind, and you don’t come off as pushy. People are super busy at this time of year— just like yourself—but it is the season of “giving back.” Some folks just need a little nudge.

How are you preparing your end-of-year appeals? Let us know in the comments. 

The post Follow-up tactics for your end-of-year appeals appeared first on Bloomerang.

We’re heading into the busiest, most lucrative time of the year for nonprofits—end-of-year fundraising. A time when many nonprofits raise 25-50% of their entire budget.

But I’m guessing your inbox was flooded with emails last year for Black Friday, Cyber Monday, and GivingTuesday (me too).

Do you remember any emails that stood out? The ones that intrigued you enough to click them?

I do, and I’ve shared five of my favorite GivingTuesday subject lines below:

You’ve got that GivingTuesday Glow!

My friends at Magic Wheelchair are total pros at building show-stopping costumes for kids in wheelchairs—and they get it: a little flattery goes a long way to getting those fundraising emails opened.

If you were waiting for the most impactful moment to donate, this is it

Look at this from Save the Children! They included a countdown to reach their match goal, along with a powerful image of a child looking straight at the camera. It’s direct, it’s moving, and it pulls you right in. Well done!

We’re $690 away from crossing the finish line

There’s nothing quite like that last push—the excitement of supporters coming together to help you cross the finish line. That’s what happened for my friends at Love Not Lost. They were just within reach of their $30,000 goal and sent an update email Wednesday morning, inviting everyone to help get them there. They didn’t just hit the target—they soared past it, raising $31,150!

s  t  r  e  t  c  h  goal for koalas!

My fundraising bestie, copywriting dynamo Julie Cooper, shared this little gem. The goal’s tied to koalas—not the organization’s name—making it much more personal. And let’s talk about spelling out s t r e t c h like that! Plus the emojis! They’re a fun way to break through the clutter in a crowded, ho-hum inbox.

GivingTuesday is Here and Queer!

My friend Jim Anderson shared this subject line winner from This Way Out LGBTQ, and it made us both want to stand up and cheer!

If donors aren’t opening your emails, you have one thing to blame: your subject line. A bad subject line will tank your appeal. Even the greatest appeal can’t overcome a weak subject line.

I’m here to help you stand out in a crowded inbox and write click-worthy subject lines for fundraising emails just in time for GivingTuesday and end-of-year fundraising.

Five takeaways, tips & tools to get noticed at end-of-year fundraising

1. To make your email pop in a busy email inbox, try leaving GivingTuesday out of the subject line. Of the 79 emails I got last year on GivingTuesday, 50 used GivingTuesday in the subject line. You’ll stand out much better if you don’t.
2. Pro-tip: Save this blog and use these top-performing subject lines for fundraising emails in your next campaign. Even better? Start a “Subject lines” Google doc with them and add your highest performing subject lines (psst, I do this too and have 384 subject lines in mine). Trust me, future you will be writing emails in record time!
3. Test your email subject lines with a free tool like Send Check It (add the link to your bookmarks toolbar). It’ll rate your email based on grade level, scannability, length, and spammy words—and even give you tips to improve it!
4. Increase your email open rates by sending more frequently. Your donor does not read every fundraising email you send. So, send more.

Real talk: The average nonprofit has a 26% open rate, which means 74% of your donors aren’t reading your email. (If it helps you feel better, commercial open rates are only about 6%.) Maybe you feel like you’re bombarding your donors with multiple emails. I’ve been there. By the time you’re on your 3rd, 5th, or 11th email appeal, you start wondering, “Is everyone on my list ready to throw rocks at me?”

They don’t. If they did, they’d unsubscribe, and that’s okay, too!

Still sweating sending multiple email appeals? Here’s a stat to ease your mind, dear fundraiser: the average nonprofit sends around eight emails in December alone.

Look, donors will only open emails with a subject line that interests them. They’ll only give to asks that compel them to take action. Your donors are busy and you need to overcommunicate with them during this busy season. I guarantee the nonprofits raising 50% of their annual operating budget at the end of the year are sending more than a few emails!

5. Experiment with personalization in your subject line to increase open rates.

Personalized emails tend to have 29% higher open rates than others. That’s obvious since everyone loves it when you address them personally. Remember that personalization requires you to know your constituent’s first name so be thoughtful with what you use as a custom text field if their first name is blank.

Need a hand with your fundraising, subject lines, emails, and appeals? Join my monthly membership, The League of Extraordinary Fundraisers, for insider tips on end-of-year fundraising success.

If you have tips or tools that you love to use for end-of-year fundraising email subject lines, drop them in the comments below! Bonus points for any winning email subject lines you want to share.

The post Tips To Get Noticed During End-of-Year Fundraising appeared first on Bloomerang.

To help you ride this massive wave of generosity, I’m answering your burning questions

Q: How much email is too much email?

A: The #1 thing I see that makes fundraisers feel cringey is the fear that they’re oversaturating their list with email. That fear is based on a mistaken belief that everyone on your list is actually READING your emails. They aren’t! Don’t believe me? Open your email platform and tell me what your open rate is. If you’re like most nonprofits, it’s around 30-40%. That means for every email you send, as many as 70% of your readers never see it. The solution?

1. Send more emails.
2. Write great subject lines.
3. Email your list frequently with compelling and helpful content.
4. Clean your list frequently by unsubscribing (not deleting) subscribers who aren’t opening your emails, because sending to them hurts your deliverability.

Q: How do I overcome writer’s block?

A: We all find ourselves staring at that blinking cursor with no idea what to write.

Here’s some stellar advice on what to think about before you start writing your appeal from fundraising expert Claire Axelrad:

1. A compelling story.
2. A photo that reinforces your story. Ideally, this is a close-up of one person (or animal) looking straight at the camera. Use a caption under your photo.
3. A narrator. This could be a current or former client, a graduate, a parent, your founder, or an inanimate object, such as a can of food at the food bank, a sick kidney, or an animal you are trying to protect.
4. A compelling opening line. You have 2 seconds to get their attention and get them to read on, so use it wisely by opening with something powerful, surprising, or starting in the middle of the action or story.
5. Your ask. This is the problem your donors can solve. What are you asking donors to support? Is it believable? (If you suggest that my $100 gift will end hunger, I won’t believe you. If you tell me it will buy 300 meals for a hungry person, that’s something I can comprehend.) How will it make a difference? Why is their support needed now?

Q: What is a reasonable response rate?

A: Response rates differ by channel, for example, direct mail vs. email. Despite what you might hear, direct mail still reigns over email, but results will always vary by audience, for example, current donors vs. a cold list and audience size.

Generally speaking, a reasonable response rate for a direct mail appeal to a warm list could be 3-6%. Why the range? Generally speaking, smaller lists will outperform larger lists. The average response rate on cold acquisitional direct mail is 0.6%, and a record-setting success would be a 1% response rate.

Q: How can I stand out in a sea of solicitations?

A: For email:

You need a subject line that stands out. You can use personalization, flattery, curiosity, humor, or brevity. My favorite tool for testing email subject lines is sendcheckit.com because, on top of rating your subject line, it gives you advice on how to improve it.

For direct mail:

Direct mail is all about your outer envelope. Think about what makes you open the mail you get. A blank outer envelope with no branding, so you tear it open to see who it’s from? Lots of stamps, or was it sent by priority mail? A cute, curious, or compelling image you can’t resist?

Q: I know I need a tangible offer in my appeal, but does that limit my ability to use it for our general fund?”

A: Not if you clarify it. Here are several examples to help you:

1. Add this phrase somewhere in your appeal: “Your gift will not only help this project, but all our work at X.”
2. Somewhere in your reply device affirmation statement, add the phrase “and other places” or “and other projects” or “and other work.” For example, “Please use my gift to help endangered polar bears in Antarctica and other endangered wildlife” or “Please rush my gift below to save Arctic foxes and other endangered species.”
3. Create a policy around the use of funds, for example: “In the case that funds exceed the project described, we’ll redirect the funds where they’re needed most,” and add that policy as a footnote in your reply device.

Q: What is segmenting, and why should I do it?

A: It might seem like a hassle to build segments for appeals, but the numbers show that organizations that take the time to segment receive more gifts, bigger gifts, and more frequent gifts. Segmenting enables you to tailor your messaging, ask amounts, and communication strategies to increase your donors’ interest in and support for your organization. Segmenting is especially critical during the busy rush of year-end fundraising because we don’t want to bombard a donor who gives a gift to us in the early hours of GivingTuesday with a flurry of more emails asking them to give.

Why does all this matter? One of the greatest gifts we can give our donors is the gift of being known by us. Most donors won’t make a second gift (87%). But a donor who gives two gifts is over twice as likely to remain loyal to you. Bump it up to three or more, and the likelihood of retaining that donor can go as high as 60%!

Q: How do I personalize?

A: Personalizing your communications—whether email or direct mail—has a huge impact on your donors’ feeling known, seen, and appreciated by you. If a direct mail piece arrives at my home—and it’s addressed to me—I should not open it and read the salutation, “Dear friend.” You know my name, use it. Using your recipient’s first name in the subject line, pre-text, or body of your email appeal can dramatically boost your open and click-through rates, as well as donations.

Q: My boss keeps trying to edit my appeal and turn it into a snooze fest ‘report card’ of all the great things the organization has done this year. What do I do?

A: If you have a boss who thinks they can do a better job writing their own appeal or rewriting your appeal, I invite you to do a split A/B test to see whose appeal performs best. The results will speak for themselves! I love this approach because it shows your bravery to stand for your principles and willingness to take risks. If you hit it out of the park, you could get the respect and latitude to move ahead freely.

Turning donors into lifelong champions

Year-end fundraising is about more than just meeting a goal. It’s about making donors feel like they’re part of something bigger—something they want to support. Every interaction, from a well-timed email to a thoughtful message, helps build trust and loyalty. When donors know that they’re appreciated, they’re not just giving—they’re joining a movement. This season, the real win isn’t just in dollars raised, but in creating champions who will stick with you for the long haul. That’s where the magic happens.

What end-of-year fundraising problems are you dealing with? Let us know in the comments.

The post End-of-Year Fundraising Problems (And How To Solve Them) appeared first on Bloomerang.