Email appeals play a critical role in year-end fundraising campaigns. A thoughtfully crafted email is key to achieving your nonprofit's end-of-year goals. With 1 in 4 nonprofit organizations receiving more than 25% of their entire yearly budget at the end of the year, the importance of sending end-of-year emails cannot be overstated. Additionally, did you know that over 30% of annual giving happens in December, with a whopping 10% in the last three days of the year? That’s right! End-of-year campaigns and appeals can have a major impact on your nonprofit’s annual budget.
1 in 4 nonprofit organizations receive more than 25% of their entire yearly budget at the end of the year.
That's where end-of-year email appeal templates come into play. These ready-to-use templates streamline the process, ensuring that your message resonates with your audience, driving support for your cause during this crucial time."
Elevate your year-end campaigns with effective appeals
With such a busy year, you might not have had the opportunity to invite donors to give for the end of the year. Or, maybe you didn’t know how impactful year-end giving campaigns can be. Now that you know how much is donated at the end of the year, let’s look into who to reach out to, when to reach out, and what makes a successful year-end campaign.
Who should you send end-of-year email appeals to?
Ideally, you’ll be reaching out to all of your constituents with an end-of-year appeal. It’s important for your emails to be personalized with a donor's first name, but who has time to send out individual messages to each donor? That’s where a nonprofit CRM with built-in donor outreach comes into play. With easy segmentation and the ability to personalize mass emails, you can reach donors with personalized messaging that resonates.
The importance of segmenting
By dividing your supporter base into distinct groups based on factors like demographics, interests, and engagement level, you can deliver tailored messages that resonate on a personal level. This not only fosters a deeper sense of connection and loyalty among your donors but also allows you to target specific appeals to those most likely to respond positively. Moreover, segmentation makes sure that your efforts have the greatest impact. Essentially, it's a strategic approach that empowers nonprofits to engage their supporters more effectively and ultimately drive greater support for their causes.
When should you send end-of-year email appeals?
Getting the timing right for your year-end appeal is crucial for its success. It's best to send your support email soon after Thanksgiving, usually within the first two weeks of December. The earlier you can get it out in that timeframe, the better. Then, consider sending a follow-up around December 28th to capture potential supporters before the year comes to a close.
If you‘re late to the game and missed the first few weeks of December, then send your appeal right after December 25th. With the holiday season, many emails get overlooked during the third week of December. You’re more likely to capture those last-minute gifts if you send out your emails on December 26th or later.
What makes a successful appeal?
A successful year-end appeal is about more than just requesting a donation. It’s an opportunity to share the stories of your nonprofit and the communities it serves. It's a chance to actively engage your constituents, commemorate the accomplishments of your nonprofit over the past year, and articulate the vision for the year ahead.
Understanding your donor base is fundamental. Consider what motivates them to support your cause. Is it the tangible impact they can make, or perhaps the narratives of individuals you've assisted? These insights should be integrated into your year-end appeal letter. Utilize emotionally resonant storytelling to convey to donors that they are integral to a broader endeavor, not merely for financial support, but true partners in effecting meaningful change.
To help you with this, here are a few end-of-year email templates for you to use.
End-of-year email appeal templates for your nonprofit
These customizable templates provide a convenient way to reach out to your network, allowing you to personalize your message and highlight the impact of their support. With just a few clicks, you can send out invitations and engage your contacts in our year-end initiatives.
*Please note that these templates are meant to be starting points, and you should customize them with specific details about your nonprofit organization and its initiatives. Make sure that all links provided in the templates are functional and lead to the intended pages on your website.
1. Email appeal template for recurring donors
This end-of-year template is great for your recurring donors, who have consistently given over the years. They’ve offered unwavering support, and you’re inviting them to help you finish your year off strong with one final year-end gift.
Subject: 🌟 Your Support Makes a Difference! Help Us End the Year Strong! 🌟
Dear [Donor's Name],
As we approach the end of another remarkable year, we want to take a moment to express our heartfelt gratitude for your unwavering support. Thanks to you, [Nonprofit Name] has been able to [mention specific accomplishments or programs]. Your generosity has touched countless lives and made a lasting impact on our community.
As we look ahead to the coming year, we have ambitious plans to [briefly mention upcoming initiatives or projects]. To bring these visions to life, we need your continued support. Your donation, no matter the size, will play a vital role in helping us achieve our goals.
Would you donate to [support specific action. Example: provide meals for families struggling this holiday season.]?
[Insert link to donation page]
Your support means the world to us, and together, we can continue to make a positive impact on the lives of those we serve. Thank you for being a part of our [Nonprofit Name] family!
Wishing you a joyful holiday season filled with love and warmth.
[Your Name]
[Your Title]
[Nonprofit Name]
[Contact Information]
2. Year-end email appeal template for lapsed donors
This template is great for someone who has given in the past, but hasn’t given recently.
Subject: Celebrate the Season of Giving with [Nonprofit Name]!
Dear [Donor's Name],
As the year comes to a close, we reflect on the incredible journey we've had at [Nonprofit Name]. None of it would have been possible without past support from people like you. This past year we’ve [mention specific achievements or programs], and we are excited to continue this journey in the coming year.
This holiday season, we invite you to be a part of our mission once again. Your donation, no matter the size, will help us [briefly mention upcoming initiatives or projects]. Together, we can make a real and lasting difference in the lives of [mention beneficiaries or community].
Join us in changing lives - Give the gift of hope this holiday season.
[Insert link to donation page]
Your support is the driving force behind our success, and we are deeply grateful for it. Together, we can create a brighter future for all. Wishing you a season filled with love, joy, and meaningful connections.
Warm regards,
[Your Name]
[Your Title]
[Nonprofit Name]
[Contact Information]
3. End-of-year email appeal template for volunteers, members, and recurring donors
This email is great for people who are actively involved in serving and supporting your nonprofit, like volunteers, members, or recurring donors.
Subject: Join Us in Making a Lasting Difference!
Dear [Donor's Name],
As we approach the end of this incredible year, we want to express our deepest gratitude for your steadfast support of [Nonprofit Name]. Together, we've accomplished so much, from [mention specific accomplishments or programs] to [highlight another achievement]. Your dedication to our cause has made all the difference.
Will you help us [ [briefly mention upcoming initiatives or projects]?
[link to donation page]
With your continued support, we can make an even greater impact in the lives of [mention beneficiaries or community].
Thank you for being a crucial part of our journey.
[Your Name]
[Your Title]
[Nonprofit Name]
[Contact Information]
4. Storytelling end-of-year email appeal template:
This email template is focused on storytelling and centering the community you serve. It gives a face to those your donors are helping. This appeal works great as an ask to all of your constituents.
Subject: Together, We've Made a Difference in [insert hero*]
Dear [Donor's Name],
[Insert individual or group that has benefited - the hero of your story*] struggled with [describe the pain point or problem of your hero] until they received [describe the solution or help from your nonprofit]. Because of your generosity, [nonprofit name] is able to help more people just like [hero] in our communities. For that, we are truly grateful.
Will you join us in continuing to [solution your nonprofit offers]?
Donate Now!
[Insert link to donation page]
Your support is invaluable, and together, we can continue to make a positive impact on [mention beneficiaries or community].
Thank you for being a beacon of hope and change.
Warm regards,
[Your Name]
[Your Title]
[Nonprofit Name]
[Contact Information]
5. Email appeal template to send the last week of December
This year-end email appeal template is meant to be sent out the last week of December. It’s an urgent reminder that this is their last chance to give before the year is over.
Subject: Time is almost up - Year-End Giving Opportunity!
Dear [Donor's Name],
As the year draws to a close, we are filled with gratitude for your support in [current year]. Through the generosity of our donors, we have [achievements or impacts].
We're reaching out once more to remind you about our year-end giving opportunity. Your generosity plays a vital role in [achieving a specific goal or initiative], and we truly appreciate you considering [nonprofit name].
You can make your contribution by visiting [insert donation link] or sending your gift to [mailing address].
Thank you for being a crucial part of our mission. Together, we can make a lasting impact in the year ahead.
Wishing you a happy new year,
[Your Name]
[Your Position]
[Your Contact Information]
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