What really works during Giving Season? We asked eight fundraising experts to share their best-performing strategies, biggest lessons, and no-nonsense advice.
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Giving Season is the most rewarding time of the year for fundraisers. It’s also the most overwhelming.
That’s why we spoke to eight seasoned fundraisers – consultants, campaign strategists, nonprofit founders, and digital pros – to find out what they’ve learned from years of year-end campaigns.
Here’s what they had to say.
Every expert we spoke to emphasized that the campaigns with the best results are the ones planned and built well before the year-end rush begins.
Vicki Burkhart, founder and CEO of The More Than Giving Co., puts it plainly:
Start early. The last months of the year fill up quickly…The earlier you can create your giving season campaign and get it ‘locked and loaded,’ the more effective you will be in meeting deadlines and taking advantage of special days (holidays, Giving Tuesday, etc.) to share your message.”
Kathleen Costa-Daniels, senior project manager at Whole Whale, echoes that preparation is what sets campaigns up for success:
Giving Season isn’t won in November and December, it’s won in the other 10 months when you’re building relationships and systems.”
When Giving Season is in full swing, it’s tempting to over-explain, add more content, or try to implement too many ideas at once. But the experts agree: keep it simple, clear, and donor-focused.
David Pisarek, founder and CEO of Wow Digital Inc., captures this well. “Clarity beats clever every time. When we trimmed copy, removed distractions, and made the path obvious, conversion rates climbed. Fewer clicks, more gifts.”
Mariana Fili, founder of Palm Consulting, also recommends keeping things simple and genuine. “Your Giving Season campaign doesn’t need to be perfect to make an impact.”
A clear message is essential, but what moves people most is the story behind it. Donors connect most when they can see the real impact of your work.
Kathleen Costa-Daniels reinforces this with some practical advice:
Build a small bank of tangible stories that show the real impact of giving. Whether it’s a person whose life was changed, an animal rescued, or a community strengthened by climate action, human-centered storytelling helps donors see the difference their give makes.”
This focus on stories and people is echoed by Sara Prguda, project manager at Echo Technology Solutions, who reminds us that donors respond to authenticity over polish. She points out that “people give to people,” and that genuine, unfiltered moments resonate most.
A single message won’t resonate with every donor. According to the experts, segmenting your donor list is one of the best ways to make your appeals more relevant.
Kathleen Costa-Daniels highlights how essential segmentation is for cutting through the crowd:
You can’t just blast the same message to everyone. Your lapsed donors need a different message than monthly sustainers, and major donors shouldn’t get the same urgent ‘we’re almost there!’ email as your $25 first-time givers.”
Segmentation isn’t only about refining the ask – it’s also about communicating with intention, adds Katherine Lacefield, founder of Just Be Cause Consulting.
Each of our experts approaches Giving Season outreach quite differently.
Vicki Burkhart acknowledges there’s no “one-size-fits-all approach” for outreach, but recommends adopting channels that are most likely to reach your targeted donor groups.
Mariana Fili notes that even a simple channel mix can be highly effective for some nonprofits:
For many small nonprofits we work with, Salesforce itself can be one of the most effective and affordable channels…one warm-up message before Giving Tuesday and two impact updates during December.”
If you’re looking for a more extensive approach, David Pisarek’s recipe is:
Kathleen Costa-Daniels has a similar attitude.
Katherine Lacefield advises nonprofits to let capacity decide their channel mix, and has some solid advice for newer nonprofits launching their first Giving Season campaign:
If you’re just starting? Focus on email.”
When you communicate during Giving Season is just as important as what you say – especially during a time of year when inboxes fill up fast.
Erica Waasdorp, president of A Direct Solution, recommends a clear, simple schedule that builds momentum early:
Start early. Begin with a thank you message before Thanksgiving. Then send a first email on Black Friday, follow up on Cyber Monday, and then go for Giving Tuesday messaging if you’re participating.”
Samantha Swaim, CEO and strategic director of Swaim Strategies, stresses that sending comms at the same moment as everyone else can bury your message.
When used well, urgency gives donors a clear reason to act now rather than later.
Kathleen Costa-Daniels highlights how time-bound messaging consistently improves response rates:
Updating your messaging to heighten urgency as the season progresses always performs. Real deadlines create action, so those ‘Final Three Days’ to the ‘Final Hours’ messaging pushes donors to give.”
Other experts have also seen donors respond strongly when they can track progress toward a real goal. According to Vicki Burkhart, “showing real-time progress toward a goal (like $20,000 by December 31) taps into urgency and community. Donors love seeing the impact of their contribution immediately.”
A well-timed match can motivate donors at every level, especially those who want to see their gift go further.
The opportunity to double the impact of a gift inspires the community to come together for a cause,” says Vicki Burkhart. “Use graphics to let folks know where you are in the matching campaign and watch for second gifts from donors who want to be sure you reach the goal.”
David Pisarek also recommends pairing a short, focused campaign with a modest match to amplify results.
One message is rarely enough during Giving Season – people are busy and inboxes are full. The experts agree that thoughtful repetition helps keep your campaign alive.
“Ask, ask differently, and ask again,” says Katherine Lacefield.
Erica Waasdorp adds that consistent outreach works, even when you think your donors may be tired of hearing from you.
Kathleen Costa-Daniels reminds fundraisers that asking for money isn’t annoying; it’s inviting people into meaningful work.
Reframe your mindset from ‘bothering people for money’ to ‘offering people a chance to be part of something bigger than themselves.’”
A successful Giving Season doesn’t end on December 31 – the follow-up is just as important. All experts agree: gratitude should be planned and ongoing.
David Pisarek recommends a simple, fast-touch follow-up that shows donors their impact right away:
A ‘results in 7 days’ update. One photo, one stat, one quick-win story. Then give supporters a one-click way to choose how often they hear from you. When people feel informed and in control, they stick around and often upgrade.”
Kathleen Costa-Daniels agrees:
We’ve seen the biggest lift in donor retention when we treat gratitude as a strategy, not just a singular step. Instead of one thank you, we aim to thank donors four or more times throughout the year.”
“Make a thank-you phone call,” advises Erica Waasdorp, reminding nonprofits how powerful personal outreach can be.
Across every expert insight, a few things come up again and again: start early, tell a heartfelt story, segment thoughtfully, and follow up well.
You don’t need a big budget or complex strategy – just a clear plan and the right tools to help you execute it consistently.
Whether you’re building your first Giving Season campaign or refining one that’s run for years, Donorbox has the tools you need to launch, track, and grow your year-end fundraising. From powerful donation forms to in-person fundraising, we’re here to support your most successful season yet.
Get started for free today! And be sure to check out the rest of the Nonprofit Blog for more Giving Season insights.
Fern is a journalist-turned-editor with 8 years of writing experience, now using that skill set to help nonprofits share their stories and connect with donors. Along with her editorial work, Fern volunteers with animal welfare organizations and has spent years fostering and rehabilitating rescue parrots.
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