If you’re feeling behind on your year-end planning, take a breath—you’re not alone, and it’s definitely not too late! October is actually the perfect time to lay the groundwork for a successful year-end fundraising campaign. The actions you take this month will directly strengthen your December results, and the good news is that many of these steps are about relationship-building rather than scrambling to create the perfect appeal.
Here’s the truth: donors aren’t moved by last-minute panic. They respond to consistent, genuine touchpoints that make them feel valued and connected to your mission. When you reach out in October with gratitude and impact stories, your December ask becomes a natural continuation of an ongoing conversation—not a desperate plea. The relationships you nurture now and the systems you set up this month create the foundation for generous year-end giving.
October gives you the breathing room to get things right: to clean your data, test your donation forms, coordinate your multi-channel approach, and most importantly, to remind your donors why they fell in love with your work in the first place. So let’s focus on what matters most and make this October count!
1. Review Last Year’s Fundraising Performance
Before diving into your year-end campaign, look back at 2024.
- What messages or appeals resonated with your supporters?
- Which channels drove the most donations?
- Who were your top-performing donors and segments?
- Look at response rates by channel to identify where to focus your outreach.
By reviewing performance, you’ll avoid repeating mistakes and double down on what works best for your audience.
2. Refresh Your Donor List & Segments for Year-End Giving
A well-maintained donor list is the backbone of successful fundraising. Use October to:
- Update contact information.
- Remove duplicates or inactive records.
- Segment donors for personalized year-end outreach based on giving history, channel preference, and engagement level (if possible).
- Identify LYBUNT (Last Year But Unfortunately Not This) and SYBUNT (Some Year But Unfortunately Not This) donors for targeted re-engagement.
Segmentation ensures your donor stewardship efforts are tailored and impactful.
3. Plan & Schedule Communications
Organization and consistency are key in nonprofit fundraising strategy. Use October to map out your multi-channel strategy:
- Draft year-end emails, mailings, and social posts.
- Ensure your messaging ladder builds steadily toward Giving Tuesday and December 31.
- Get your direct mail appeal to the printer by mid-October to ensure delivery before Thanksgiving (aim for early November, when mailboxes aren’t yet saturated).
- Coordinate timing between digital and direct mail so they reinforce each other—for example, mail arrives Monday, email reminder Thursday.
- Test donation forms, mobile giving, and recurring gift setup to make sure everything works seamlessly.
Planning now ensures your campaigns feel intentional and coordinated, not rushed.
4. Cultivate Donor Relationships Early
Before you ask, nurture. October is the time to warm donors with genuine gratitude and reminders of their impact.
- Send personal thank-you notes to mid-level and major donors.
- Share updates on recent impact or outcomes.
- Call or send handwritten notes to LYBUNT/SYBUNT donors to re-engage them before year-end.
- Send impact reports or annual summaries via mail to major donors—these serve double duty as stewardship and cultivation.
These donor engagement strategies ensure supporters feel valued well before you make the December ask.
5. Don’t Forget Donor Stewardship
Stewardship is often overlooked in the rush to launch campaigns, but it’s the fuel for long-term donor loyalty. October is a great time to:
- Recognize volunteers and supporters now with genuine gratitude.
- Share specific stories about how their past support made a difference.
- Remind donors that their gifts have lasting impact.
- Consider a “save the date” postcard for Giving Tuesday if your audience responds well to direct mail.
When supporters feel appreciated, they’re more likely to respond positively to your year-end appeals.
Final Thoughts: October Actions = Stronger December Results
October is the month where preparation, relationship-building, and thoughtful communication pay off. Whether you’re cleaning your donor list, finalizing your year-end fundraising strategy, or simply reaching out to say thank you, the work you do now ensures you’ll close out the year strong.
Remember, it’s never too late to start. By making the most of October, your nonprofit will be ready to inspire generosity and maximize year-end giving.
