As the end of 2025—and the traditional “giving season”—steadily approaches, many nonprofit organizations are already deep in planning for their year-end campaigns. While every nonprofit’s closing fundraising drive must be centered on the unique needs of those it serves, donor profiles and specific goals, looking to other organizations for inspiration can be a great way to source ideas and try something that’s both fresh and tested.
Below, 12 Forbes Nonprofit Council members detail year-end fundraising strategies they have found to be successful. Read on to learn more about how to build a thoughtful campaign that resonates with donors.
1. Keep It Simple
End-of-year giving and giving around the Thanksgiving season are all about reflection, paying it forward and the gratitude that comes from an abundance of blessings. Not everyone will be as fortunate as others, and those with more may be looking for ways to encourage someone else or pay it forward for a better future for all. Helping others and stewardship are important to us all. – Aaron Alejandro, Texas FFA Foundation
2. Involve The Whole Team
We get everyone involved—from our retail staff to our board of directors—around Giving Tuesday, which is the first Tuesday following Thanksgiving. We create buzz by hosting contests, showcasing videos and sharing posts on what that year’s campaign dollars will be used for. For example, donations could finance a forklift for our training program. – Kimberly Lewis, Goodwill Industries of East Texas, Inc.
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3. Highlight Organizational Actions Through Storytelling
Leverage storytelling. Donors and the community want to see what you are doing, how you are doing it and the real-time impact you are making. Feel-good, heartwarming stories are a must for year-end giving and the holiday feels. – Erin Davison, Davison Consulting
4. Schedule Personal Meetings With Donors
Our end-of-the-year campaign starts September 1. We focus on scheduling as many personal meetings as possible with individual donors or small groups of donors who are united by a specific program they support through our organization. Our team’s individual attention to donors during the giving season encourages them to increase their support of our humanitarian efforts. – Yuriy Boyechko, Hope For Ukraine
5. Provide Donors With Plans And Details
At the end of the year, create a clean and concise narrative of how much money you have raised in 2025 and where it has gone thus far. If you are asking for money for the end of the year, state how much your campaign is off for the year and why. People are more inclined to give if they know details. – Rhonda Vetere, Laureus Sport For Good
6. Launch A ‘Why I Give’ Campaign
We run a “Why I Give” storytelling campaign. We feature real donors sharing what moved them to give. It works because identity drives generosity. When people see their values reflected in others, they’re more likely to act. It’s not just urgency or scarcity that moves them, and it’s definitely not data; it’s seeing themselves as someone who would give or volunteer, too. That’s what makes it stick. – Cherian Koshy, Kindsight
7. Share Authentic Impact Stories
One effective strategy we rely on is heartfelt storytelling—sharing real stories of impact from those we’ve supported. These authentic narratives create emotional connections, inspiring trust and generosity. They remind donors of the tangible difference their support makes, making giving feel deeply personal and meaningful. – Yujia Zhu, FASSLING.AI
8. Partner With Board Leadership
A winning strategy is partnering with board leadership to secure 100% participation by the end of the year. When every board member makes a gift at a meaningful level, it shows donors that your leaders are fully behind the mission. Clear expectations and individualized strategies ensure participation, and most importantly, model a commitment that will inspire others to give. – Karen Cochran, Philanthropy Innovators
9. Implement A Matching Gift Campaign
Create urgency and incentive through a well-designed matching gift campaign. A matching gift campaign allows donors to have their contributions matched, effectively doubling the amount directed toward achieving year-end objectives. Build excitement around the campaign so donors realize the impact their participation will have in fulfilling the match. Everyone loves to be part of the winning team. – Victoria Burkhart, The More Than Giving Company
10. Share Success Stories
As a nonprofit dedicated to supporting students of color and those in need pursuing STEM degrees, we believe sharing the success stories of our scholarship recipients is a powerful way to show donors the life-changing impact of their generosity. – Celeste Warren, Destination STEM, Inc.
11. Record Personalized Thank-You Videos
For year-end giving, our team records personalized, three-minute thank-you videos for our top 100 donors. Donors are surprised that it’s not just me as the executive director but the entire team taking time to connect. They love the small inside jokes and the story our team shares. It shows gratitude and reinforces that we see them as true partners in driving our mission forward, deepening loyalty and fostering continued support. – Lauren Reilly, Gratitude Network
12. Integrate Year-End Giving Into A Year-Round Effort
We’ve found success by treating year-end giving as part of a year-round relationship, not just a single appeal. By regularly thanking donors, sharing impact updates and keeping them engaged throughout the year, the December ask doesn’t feel transactional. It works because trust and a connection have already been built long before the campaign. – Michael Bellavia, HelpGood