A couple years ago, I decided to sign up for my first ever beginner triathlon. Even though I didn’t have a training schedule, I did have an irrational sense of optimism – what else could I possibly need? Without a plan, I showed up on race day to the start line without goggles and one sock. Unprepared but still optimistic. I can manage a short swim, bike ride, and 5k because I had done those exercises in some form before – how hard could it be?
Needless to say, I found myself struggling to make it through. By the run, I was exhausted and would shamelessly run when there were cheerleaders and spectators and would walk when no one was watching.
I finished, but it was messy.
That experience taught me something important: passion and optimism are great, but without a focused plan and intentional execution, you’ll spend more energy scrambling than succeeding.
The same is true in fundraising…especially at year-end.
Focus Your Plan
Early in my career, I created the most beautiful annual campaign calendar. I loved everything about it, from the formatting to the bullet point choices. The problem? It said everything…and nothing.
One example: under the months of September and October there was a simple bullet point about “reaching out to donors to get a meeting scheduled prior to year-end.” That sounds wonderful, except it lacks precision.
This is where focus changes everything.
Who should we meet with first? What are we sharing? What is the goal of our time together?
Recently, we learned from my colleague Robyn Furness-Fallin about the upcoming changes in the tax law that could affect our major gift donors. (Read the blog here). A key take-away is that “high net worth donors may choose to accelerate major gifts this year to take advantage of current, more favorable rules.”
Using Robyn’s insight we can help direct our actions and create clarity amongst our major donor list. It means prioritizing conversations with donors who may be most affected by the 2026 changes. Use the data to sharpen the pencil and create focus for your next actionable step.
Beyond tax law changes, look at your past donor behavior. Who has given consistently at year-end? Who has capacity for multi-year gifts? Combining this data with qualitative knowledge, like personal connections or shared interests, you create a laser-focused plan.
It’s not just about reaching out; it’s about reaching the right people at the right time, with the right ask. This level of intentionality makes every meeting, email, and call more meaningful and increases the likelihood of achieving measurable impact by December 31.
Over the next two months, focus your year-end plan on:
Execute with Intention
The final stretch of the year is arguably one of the most important moments on the fundraising calendar. When the pace picks up, it’s tempting to take a “throw it against the wall and see what sticks” approach. Send a few emails, post on social media, cross your fingers and hope something lands. With nearly 40% of all annual giving happening in the last quarter of the year (December alone accounting of about 30% of annual donations), approaching year-end fundraising with intention isn’t just smart – it’s essential.
Intentional execution means making deliberate choices about how and when you communicate along with what story you tell. It’s about ensuring that every email, social post or appeal letter ties back to your mission and makes the donor feel like an indispensable part of the work. Most importantly, it means when you sit in front of a donor, you know your plan and that your activity equals results.
Cut Through the Noise
Donors are inundated with messages at year-end. From Giving Tuesday to holiday sales, our donors are overwhelmed with information between October and December.
Cutting through the noise requires clarity!
Be clear with your message. Ensure your message is simple, direct, and tied to real impact. Instead of trying to say everything great your organization does, focus on one or two powerful themes that remind donors why their gift matters right now.
Being clear is important but so is being memorable. Share a story of a donor’s impact, highlight a program milestone, or use simple visuals that make results tangible. Impact stories or short videos can bring your mission to life in ways a text-heavy email cannot. Even small touches, like a handwritten note or a personalized email, signal that you see your donors as partners, not just sources of gifts. The more thoughtful your communication, the more likely it will rise above the seasonal clutter.
Use Your Team
Teamwork makes the dream work. Yes, I can feel your eyes roll, but it’s true! A large piece of intentional execution means aligning internally.
When everyone understands the strategy and works together, your efforts carry more weight and consistency.
Messy to Monumental
Quarter 4 can feel like a triathlon, but your monumental finish doesn’t have to cause muscle spasms or extreme exhaustion! By focusing your plan, prioritizing the right donors, and executing with intention, you leave a lasting impact for your organization, your donors and the mission you serve.
The bottom line: Year-end fundraising success doesn’t come from doing more – it comes from doing the right things with focus and purpose. When you focus your plan and intentionally execute, you not only raise more funds, you build deeper, lasting connections with the people who make your mission possible.
Do you need help invigorating your fundraising efforts? Learn more about DBD’s coaching and consulting for nonprofit leaders.
Do you have a story about year-end fundraising… or completing a triathlon? We’d love to hear it in the comments below.