When Should Your Nonprofit Start Planning for Year-End Giving?

When is the best time to start planning your year-end campaign? Before year-end. But if you’re reading this later than you intended, don’t panic.

Start where you are. Here’s what to prioritize depending on how much time you have.

If You’re Starting in August

You’re in great shape.

Use August and September to build the foundation.

Focus on:

• Reviewing last year’s results
• Setting fundraising goals
• Identifying audiences
• Finding client or donor stories
• Conducting interviews
• Gathering photos and video
• Reviewing your donation process
• Planning campaign themes
• Identifying advertising needs
• Creating a campaign calendar

You have time to be strategic instead of reactive.

If You’re Starting in October

You still have plenty of time, but prioritize.

Focus first on:

1. Your fundraising goal.
2. Your primary story and message.
3. Your donation page.
4. Your email plan.
5. Your most important marketing channels.
6. Giving Tuesday and December timing.

Don’t add complicated tactics simply because they’re on someone else’s year-end checklist.

If You’re Starting in November

Simplify.

You probably don’t have time to build an elaborate multichannel campaign from scratch.

Prioritize:

• Your existing donors.
• Your email list.
• Your strongest story.
• Your donation page.
• Your Giving Tuesday message.
• Your December appeals.

If you advertise, use channels and audiences you can execute confidently rather than experimenting with everything at once.

If It’s December

You haven’t missed year-end giving.

But stop trying to create the campaign you wish you’d started in August.

Create the best campaign you can execute now.

Choose:

• One goal.
• One story.
• One clear ask.

Reach the people most likely to care.

• Email previous donors.
• Use your existing social channels.
• Ask board members and supporters to help.
• Make sure your donation page works.
• Communicate clearly throughout the final weeks of December.

If It’s December 26

Yes, you should still communicate.

The final days of the year can be important for charitable giving.

Keep your message straightforward.

Remind supporters:

• What you’re working to accomplish
• Why their gift matters
• How they can help
• When the year-end deadline is

You don’t need a brand-new campaign. Reinforce the strongest message you’ve already been using.

January Matters, Too

After December 31, don’t immediately disappear.

Thank donors.

Share preliminary results when appropriate.

Tell supporters what happens next.

Then make notes while everything is fresh:

• What worked?
• What didn’t?
• What took longer than expected?
• What should we start earlier next year?

Your 2027 campaign planning can begin with what you learn from 2026.

Start With What You Have

Starting late isn’t ideal. But spending another two weeks feeling behind doesn’t help.

If you have eight weeks, build an eight-week strategy.

If you have three weeks, build a three-week strategy.

If you have five days, identify the five things most likely to matter.

A simple campaign that actually launches is more valuable than an elaborate campaign that never gets out the door.