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Imagine this: It's mid-November, your inbox is overflowing, your year-end campaign is ramping up, and somewhere in the back of your mind, you know you should be thinking more intentionally about thanking your donors. But between grant deadlines, board meetings, and program demands, "meaningful donor stewardship" feels like another item on an already long to-do list.

I get it. And here's what I've learned from working with nonprofit leaders who've cracked this code: the organizations that make their donors feel genuinely appreciated aren't necessarily the ones with the biggest development teams or the fanciest CRM systems. They're the ones who've figured out how to scale gratitude and authenticity and they're doing it in ways that might surprise you.

Have you ever experienced the excitement of securing that first donation from a supporter, only to feel the connection slowly fade away? It’s a common frustration among nonprofit leaders—like trying to hold water in your hands; no matter how tightly you grasp, it slips through your fingers.

This isn’t just a feeling. It’s backed by data. The 2025 Virtuous Benchmark Report reveals that the average gross donor retention rate across nonprofits sits at just 50.4%. That means nearly half of donors disappear each year. First-time donors? The numbers are even bleaker—up to 70% never give again.

As fundraisers or nonprofit leaders, we express gratitude in a million ways. We appreciate the volunteers and donors who show up to events or support our cause. We are grateful to the corporations and the people within the companies who sponsor our events and the supporters who remember our organizations in their wills. We honor the small gifts that are so heartfelt and the big gifts that represent transformation.

The pool of donor-advised fund (DAF) assets is projected to exceed $2 trillion by 2026. It often flows through channels that can conceal the actual donors behind the gifts. While this can be a challenge, it also represents an enormous opportunity for leaders who know how to make the invisible visible.

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.

December is a busy time in the life of a nonprofit fund raiser. It starts with Giving Tuesday and continues with year-end appeals and gentle reminders for open 2024 pledges. Nonprofit leaders with fundraising responsibilities have a number in their heads: what do I need to raise to meet my year-end goal?

Written By: Kali Righter and Sarah Breece 

With nearly 31% of annual donations coming in December, crafting a strong appeal is essential for your nonprofit organization.

1. Step one is identifying the right story and writing impactful copy.
2. Step two is determining who you will be soliciting and how they will be asked.

Here are strategies to maximize the use of your donor database and wealth screening tools for this process.

The time between Thanksgiving and year-end offers a prime window for fundraising, as people often feel a heightened sense of generosity and motivation to support causes they care about. This season can be a tremendous opportunity to engage donors, share your mission’s impact, and inspire end-of-year contributions. Here are some practical fundraising strategies and tactics to maximize your campaign success during this season:

While December is prime time for donor stewardship (pro tip: the #1 reason a donor will renew or upgrade their giving is that they were thanked AND told how their gift has impact) it is also a very fruitful time to invite support for your great cause. According to NPSource: 30% of annual giving occurs in December and 10% occurs in the last 3 days of the year.