Latest / The Nonprofit Podcast / Ep 187| December Fundraising Essentials You NEED For Year-End Success

Transcript

Ep 187| December Fundraising Essentials You NEED For Year-End Success · The Nonprofit Podcast

• 0:00
  SPEAKER_01: December is one of those rare times when donors are actually watching what comes back to them.
• 0:07
  SPEAKER_01: When someone gives in December, they're offering you a moment of connection.
• 0:11
  SPEAKER_01: What you do next decides whether they feel appreciated or forgotten.
• 0:15
  SPEAKER_01: December is about stewardship as much as it is about asking for money.
• 0:21
  SPEAKER_01: The Nonprofit Podcast, powered by DonorBox.
• 0:25
  SPEAKER_02: Welcome to the Nonprofit Podcast.
• 0:27
  SPEAKER_02: I'm Jenna Lynch, Education and Community Engagement Manager here at DonorBox.
• 0:32
  SPEAKER_02: Each week we share practical information, clear insights, and inspiration to help you raise more, reach further, and drive real results to take your nonprofit to the next level.
• 0:43
  SPEAKER_02: If you've been following our month-by-month series, you know we have taken a very intentional path through year end.
• 0:51
  SPEAKER_02: September helped you reconnect with supporters.
• 0:54
  SPEAKER_02: October helped you tighten your systems and build momentum.
• 0:57
  SPEAKER_02: November was all about launching with confidence.
• 1:00
  SPEAKER_02: And now we are here in December, right in the heart of year end season.
• 1:06
  SPEAKER_02: Giving Tuesday landed on December 2nd this year, so you may still be catching your breath from that a little bit.
• 1:14
  SPEAKER_02: December is its own kind of month.
• 1:16
  SPEAKER_02: Gifts are coming in, your campaign is live, and donors are paying attention.
• 1:21
  SPEAKER_02: So today we're going to talk about how to keep that momentum going and how to follow up in ways that strengthen trust all the way through to the finish line.
• 1:30
  SPEAKER_02: And of course, our on the ground correspondent, Kara Augsburger, is here.
• 1:35
  SPEAKER_02: Kara, I know you're in the thick of it with your own year and efforts.
• 1:39
  SPEAKER_02: So I think this conversation feels very real right now.
• 1:42
  SPEAKER_01: It feels so real.
• 1:44
  SPEAKER_01: Um, I always say December has a pulse.
• 1:47
  SPEAKER_01: It's living, it's breathing.
• 1:49
  SPEAKER_01: You know, you open your inbox and there are real gifts, real comments from donors, real questions.
• 1:55
  SPEAKER_01: It's like everything is just amplified.
• 1:57
  SPEAKER_01: You feel the stakes every day, but you also feel the opportunity.
• 2:02
  SPEAKER_01: Um, it's kind of exciting because people are leaning in more than usual, but it requires a different kind of attention from you as the nonprofit.
• 2:11
  SPEAKER_01: You know, you cannot coast through December, but you also can't power through without intention either.
• 2:17
  SPEAKER_01: So it's this really fine balance.
• 2:19
  SPEAKER_01: And that's where people burn out when you kind of go on one end or the other.
• 2:23
  SPEAKER_01: And so December works best when you follow through on what you planned, and then you follow up in ways that build trust with your supporters.
• 2:32
  SPEAKER_02: Mm-hmm.
• 2:33
  SPEAKER_02: And that is exactly where we want to go today.
• 2:36
  SPEAKER_02: Two things following through and following up.
• 2:39
  SPEAKER_02: These are not glamorous tasks, but they are the ones that decide how strong your final numbers are and how your donors feel about you on January 1st.
• 2:50
  SPEAKER_02: So let's go ahead and dive in, Kara.
• 2:52
  SPEAKER_02: When we say follow through, what does it actually look like in December?
• 2:57
  SPEAKER_01: Well, for me, following through means honoring the plan that I created in October and November.
• 3:03
  SPEAKER_01: You and I have spent a couple months on this.
• 3:06
  SPEAKER_01: We created it.
• 3:07
  SPEAKER_01: December is not the time to reinvent the campaign.
• 3:10
  SPEAKER_01: It's not a time to panic or pivot.
• 3:13
  SPEAKER_01: Supporters are just now stepping into the story you've been building.
• 3:16
  SPEAKER_01: So your job is to be steady.
• 3:19
  SPEAKER_01: If you planned to send two emails a week, send those two emails a week.
• 3:25
  SPEAKER_01: If you planned weekly updates, send the updates.
• 3:28
  SPEAKER_01: If you planned a final push on December 30th and 31st, like you should, commit to those dates and do it.
• 3:34
  SPEAKER_01: You would be shocked at how many organizations panic in December and start throwing out their own plans.
• 3:40
  SPEAKER_01: They get nervous that gifts are not coming in fast enough on maybe December 6th or December 10th.
• 3:45
  SPEAKER_01: And then they panic and they send something off-brand or they shift messaging midstream.
• 3:50
  SPEAKER_01: And that actually is really, really confusing to donors.
• 3:54
  SPEAKER_02: Yeah.
• 3:54
  SPEAKER_02: December does not reward improvising unless something truly urgent happens, right?
• 4:01
  SPEAKER_02: Uh it rewards consistency.
• 4:03
  SPEAKER_02: Donors feel held when the rhythm stays steady.
• 4:07
  SPEAKER_02: So if you were to break December follow-through into a simple framework, what would it look like?
• 4:15
  SPEAKER_01: Okay.
• 4:16
  SPEAKER_01: So for me, follow through in December usually falls into four parts, and none of them are fancy, but together they make a really big difference.
• 4:24
  SPEAKER_01: The first one is a steady cadence.
• 4:26
  SPEAKER_01: December is not the month to reinvent anything.
• 4:29
  SPEAKER_01: Supporters have already have all of that holiday noise all around them.
• 4:32
  SPEAKER_01: So your consistency actually becomes a grounding force.
• 4:36
  SPEAKER_01: You keep that rhythm steady.
• 4:38
  SPEAKER_01: Donors feel like your team is present, your mission is moving with intention.
• 4:42
  SPEAKER_01: And that is super important this time of year.
• 4:45
  SPEAKER_02: Yeah, I love that because it really takes down the pressure.
• 4:49
  SPEAKER_02: You do not need to add more, you just need to do what you already said you're going to do.
• 4:54
  SPEAKER_02: One weekly email is totally fine if that's what you planned, but deliver it on time every time because donors feel that steadiness.
• 5:04
  SPEAKER_01: Yeah.
• 5:04
  SPEAKER_01: And it's good for you too.
• 5:06
  SPEAKER_01: It takes that mental load off because you have it planned and it's in motion.
• 5:11
  SPEAKER_01: If we move to the second part, it's tight messaging.
• 5:14
  SPEAKER_01: December makes everything feel urgent.
• 5:17
  SPEAKER_01: Uh, so every story feels so tempting to include.
• 5:20
  SPEAKER_01: But if you introduce too many angles, your donors are going to lose the thread.
• 5:25
  SPEAKER_01: Tight messaging just means choosing the core idea and repeating it.
• 5:30
  SPEAKER_01: Every email, every caption, every call to action should connect back to that one core message.
• 5:36
  SPEAKER_01: It is the simplest way to make your campaign easy to follow.
• 5:40
  SPEAKER_01: Remember, we've said it before, you are the only one seeing every message.
• 5:45
  SPEAKER_01: Your supporters might be picking up on every one of five or something like that.
• 5:50
  SPEAKER_01: So keep that messaging consistent and constant.
• 5:54
  SPEAKER_02: Yes, I'm I'm feeling a theme here.
• 5:57
  SPEAKER_02: And honestly, I think donors really appreciate that clarity.
• 6:01
  SPEAKER_02: If someone only skimmed your last three pieces of communication, maybe across email, across a mailed letter, across your social, they should still know the main point.
• 6:12
  SPEAKER_02: If they can't say it back to you, the message I think is too scattered.
• 6:17
  SPEAKER_02: And the fix is usually simplifying, not adding more.
• 6:20
  SPEAKER_01: Yeah.
• 6:20
  SPEAKER_01: I always ask myself, is someone read only the subject lines or only the bolded lines, would they still understand what we're trying to do?
• 6:29
  SPEAKER_01: And if the answer is no, I tighten it up.
• 6:32
  SPEAKER_02: Oh, for sure.
• 6:33
  SPEAKER_02: Okay, so what's the third part?
• 6:35
  SPEAKER_01: All right.
• 6:35
  SPEAKER_01: The third part is visible leadership.
• 6:38
  SPEAKER_01: Donors want to know that someone is steering the ship.
• 6:41
  SPEAKER_01: This doesn't have to be polished or formal.
• 6:43
  SPEAKER_01: It could be a short note from your executive director, um, you know, something at the bottom of an email, a quick phone video, even a little story from your team about something that happened that week.
• 6:55
  SPEAKER_01: Those small touches show supporters that there is real momentum behind the mission and there's real people behind the mission too.
• 7:03
  SPEAKER_02: Yeah.
• 7:03
  SPEAKER_02: It humanizes everything.
• 7:06
  SPEAKER_02: And it, yeah, it just reminds donors that there's a real person leading, not just a faceless campaign.
• 7:12
  SPEAKER_02: People connect with people.
• 7:14
  SPEAKER_02: And even the smallest teams can do this, right, Kara?
• 7:17
  SPEAKER_01: Absolutely.
• 7:18
  SPEAKER_01: And speaking from experience here, a quick 30-second video filmed in the hallway, whatever it is, it still builds trust.
• 7:26
  SPEAKER_01: Okay, the last part is what I call last week discipline.
• 7:31
  SPEAKER_01: The final five days of the year are huge.
• 7:34
  SPEAKER_01: Some of the biggest gifts arrive in that window.
• 7:37
  SPEAKER_01: A lot of people think that donors are most generous on Giving Tuesday.
• 7:41
  SPEAKER_01: Giving Tuesday is a big deal, but we know year after year, data shows most donations come in on December 30th and December 31st.
• 7:49
  SPEAKER_01: So you cannot forget them.
• 7:51
  SPEAKER_01: But you cannot rely on donors to remember on their own.
• 7:55
  SPEAKER_01: People are traveling, they're with family, they're closing out their own years.
• 7:58
  SPEAKER_01: They need some simple reminders.
• 8:01
  SPEAKER_01: No pressure, just presence.
• 8:03
  SPEAKER_01: Ask clearly, show up in their inbox on the 28th, the 30th, and the 31st.
• 8:09
  SPEAKER_01: That's what I'm planning to do.
• 8:10
  SPEAKER_01: It's what I do every year.
• 8:11
  SPEAKER_01: And they'll follow through on what already matters to them.
• 8:15
  SPEAKER_01: None of those reminders need to be long.
• 8:17
  SPEAKER_01: A couple warm sentences.
• 8:19
  SPEAKER_01: Actually, this time of year, brief is better.
• 8:21
  SPEAKER_01: A clear link to give, and you're good.
• 8:24
  SPEAKER_01: It's really just about showing up and staying visible without being overwhelming.
• 8:30
  SPEAKER_02: All right.
• 8:31
  SPEAKER_02: Let us shift to the follow-up now because following through is all about a rhythm.
• 8:36
  SPEAKER_02: It's about consistency, but following up, I think, is about care.
• 8:40
  SPEAKER_01: Yes.
• 8:40
  SPEAKER_01: Yes, yes, yes.
• 8:42
  SPEAKER_01: And follow-up is where trust is built.
• 8:45
  SPEAKER_01: December is one of those rare times when donors are actually watching what comes back to them.
• 8:51
  SPEAKER_01: When someone gives in December, they're offering you a moment of connection.
• 8:56
  SPEAKER_01: What you do next decides whether they feel appreciated or forgotten.
• 9:00
  SPEAKER_01: And when I think about following up in December, I never picture it as just a checklist.
• 9:06
  SPEAKER_01: I picture it as three layers of communication that build on each other, not steps, not tasks, just layers that help donors feel connected from the moment they give all the way into the new year.
• 9:19
  SPEAKER_01: So the first layer is that immediate acknowledgement.
• 9:22
  SPEAKER_01: Within 24 hours, if you can, even if the thank you is automated, it should still feel warm and human, like someone actually saw that their gift came in and someone actually cared enough to say thank you.
• 9:35
  SPEAKER_01: That tone sets everything else up.
• 9:38
  SPEAKER_02: Yes, we need that immediate acknowledgement.
• 9:41
  SPEAKER_02: And the nice thing is, donor box makes that part really easy.
• 9:44
  SPEAKER_02: Those receipts and thank you messages go out automatically, but you can still make them feel so personal.
• 9:50
  SPEAKER_02: You can write the message from scratch, you can add your images, add a fun short video, adjust your formatting, match your tone, and even create different versions for different campaigns.
• 10:01
  SPEAKER_02: So your supporters get something that feels thoughtful and you get time back.
• 10:05
  SPEAKER_02: So finding tools that support you in that piece is really important.
• 10:10
  SPEAKER_01: Exactly.
• 10:11
  SPEAKER_01: And then that second layer is what I think of as real-time updates.
• 10:15
  SPEAKER_01: And honestly, this is where a lot of that magic happens.
• 10:19
  SPEAKER_01: Donors want to feel like their gift is part of part of something that's unfolding, something bigger right now.
• 10:25
  SPEAKER_01: These updates do not need to be long or polished.
• 10:28
  SPEAKER_01: It can be a quick progress note, maybe a short line saying, here's what happened on site today.
• 10:33
  SPEAKER_01: We wanted you to see it, or maybe a simple social media snapshot so showing that you are moving towards your goal.
• 10:42
  SPEAKER_01: The point is not to impress, the point is to keep them close to the story they just stepped into.
• 10:47
  SPEAKER_01: I even say keep it as authentic as possible.
• 10:51
  SPEAKER_01: I usually try to send one update for every major milestone in the campaign.
• 10:55
  SPEAKER_01: So this keeps people engaged without overwhelming them.
• 10:58
  SPEAKER_01: It shows supporters their gift actually moved the needle.
• 11:02
  SPEAKER_01: And I get a lot of really good feedback when I do that too.
• 11:05
  SPEAKER_02: And I'll add to this, I think this is also a moment where something tangible can feel really grounding for donors.
• 11:13
  SPEAKER_02: You know, like we've said a bunch already, December inboxes are packed and everyone is a little overstimulated or overscheduled.
• 11:21
  SPEAKER_02: So a simple printed thank you or a short postcard can really, really stand out.
• 11:26
  SPEAKER_02: And this is one of the reasons why I love recommending Appeal Maker this time of year.
• 11:31
  SPEAKER_02: You can design and send a branded postcard or thank you note in just minutes without touching a printer or needing a designer.
• 11:38
  SPEAKER_02: You can sign up for a free account, no credit card required at appealmaker.com.
• 11:43
  SPEAKER_02: Even a small, unexpected physical thank you after Giving Tuesday or mid-December can make supporters feel so seen.
• 11:51
  SPEAKER_02: It is such an easy way to add a thoughtful touch point while everything else is moving very fast this month.
• 11:57
  SPEAKER_01: For sure, for sure.
• 11:59
  SPEAKER_01: All right, let's talk about that third layer.
• 12:02
  SPEAKER_01: And that's the one so many organizations skip.
• 12:06
  SPEAKER_01: And it's the January touch point after the campaign ends.
• 12:10
  SPEAKER_01: You send one meaningful message that says, here's what we're doing next because you gave.
• 12:16
  SPEAKER_01: It closes that loop and it's so, so powerful.
• 12:19
  SPEAKER_01: It makes donors feel like partners, not just responders to an appeal.
• 12:23
  SPEAKER_01: And it sets up the entire new year with a sense of trust and direction.
• 12:28
  SPEAKER_01: Everyone's looking forward at the dawn of a new year.
• 12:32
  SPEAKER_02: Yes, that single January touch point can sometimes make donors feel more connected than anything else you send all year.
• 12:41
  SPEAKER_02: It's such a small thing, but I think it can really change the relationship.
• 12:45
  SPEAKER_02: And I'll add one more small but powerful option here.
• 12:49
  SPEAKER_02: January is actually a really great time to quietly invite people into your monthly giving program.
• 12:55
  SPEAKER_02: Kara, I know that you've been working on building out your monthly giving program.
• 12:59
  SPEAKER_02: You do not need a separate campaign.
• 13:02
  SPEAKER_02: You can simply include a line in your email footer or in your donation page that says something like if you want your impact to continue into the new year, you can make this a monthly gift.
• 13:13
  SPEAKER_02: Donors are already thinking about the new year.
• 13:16
  SPEAKER_02: They're already engaged.
• 13:18
  SPEAKER_02: And inside donor box, the monthly option is right there.
• 13:21
  SPEAKER_02: So it's easy for supporters to choose.
• 13:23
  SPEAKER_02: And honestly, a lot of organizations pick up new recurring givers in December, even without trying, just because the option is visible.
• 13:31
  SPEAKER_01: It is so true from the perspective of an executive director like myself.
• 13:37
  SPEAKER_01: December donors are already leaning in.
• 13:40
  SPEAKER_01: They're feeling connected, their hearts are a little more open this time of year.
• 13:43
  SPEAKER_01: So giving them a simple way to stay involved past the holidays into the new year does not feel pushy at all.
• 13:49
  SPEAKER_01: It actually feels really thoughtful.
• 13:52
  SPEAKER_01: I highly recommend it.
• 13:53
  SPEAKER_01: It just makes sense for every organization.
• 13:56
  SPEAKER_02: Yeah, exactly.
• 13:57
  SPEAKER_02: It's laying the groundwork for a more sustainable 2026.
• 14:01
  SPEAKER_02: And this year, it is even easier because DonorBox is offering our recurring upsell feature for free through January 15th.
• 14:10
  SPEAKER_02: Normally, this is a premium feature or a paid add-on, but every organization can use it during giving season.
• 14:16
  SPEAKER_02: This is our gift to you.
• 14:17
  SPEAKER_02: It works behind the scenes.
• 14:19
  SPEAKER_02: When a one-time donor gives$200 or less, they gently see the option to turn that gift into a monthly gift instead.
• 14:28
  SPEAKER_02: It is nothing salesly, just a soft invitation right there in the donation form, and it works.
• 14:34
  SPEAKER_02: 96% of donors who upgrade end up giving more over the year than they would have with just a single gift.
• 14:42
  SPEAKER_02: It's really amazing.
• 14:44
  SPEAKER_02: And you can turn it on inside any donor box campaign.
• 14:47
  SPEAKER_02: It maybe takes 30 seconds.
• 14:50
  SPEAKER_02: It's one of those small settings that can completely shift your year end result and move you into the new year without adding any work to your plate.
• 14:59
  SPEAKER_01: You know, that is awesome.
• 15:00
  SPEAKER_01: It makes so much sense.
• 15:02
  SPEAKER_01: This is the one time when people are already making decisions about next year.
• 15:07
  SPEAKER_01: So when they see that monthly option, it feels natural, like it's the next right step.
• 15:13
  SPEAKER_01: This is probably my favorite feature in Donor Box overall.
• 15:16
  SPEAKER_01: I love it.
• 15:17
  SPEAKER_02: Mine too.
• 15:18
  SPEAKER_02: Okay, before we wrap up, let's talk about staying grounded.
• 15:23
  SPEAKER_02: December is full and fast and meaningful.
• 15:25
  SPEAKER_02: Kara, you said it has a pulse, and I agree with that.
• 15:29
  SPEAKER_02: And it helps to have a few rails to hold on to.
• 15:32
  SPEAKER_01: I like that.
• 15:33
  SPEAKER_01: A few rails.
• 15:34
  SPEAKER_01: Yeah.
• 15:34
  SPEAKER_01: For me, it comes down to three things.
• 15:36
  SPEAKER_01: I start by choosing one anchor metric.
• 15:39
  SPEAKER_01: So one number to keep me centered, whether it's the number of new recurring gifts, maybe it's overall progress to goal or outbound outreach.
• 15:48
  SPEAKER_01: For me, I love making phone calls.
• 15:50
  SPEAKER_01: It ensures every supporter on my list gets a real touch point.
• 15:54
  SPEAKER_01: And it's what works for my organization, and it works really well every time I do it.
• 15:59
  SPEAKER_01: So just choosing one anchor metric that you might hold on to.
• 16:03
  SPEAKER_01: And then second, I know what is essential.
• 16:07
  SPEAKER_01: If things get busy, I make sure my communication is clear, my donation page is simple to use, and donors are getting acknowledged.
• 16:14
  SPEAKER_01: Those three things move people more than anything else.
• 16:18
  SPEAKER_01: And this time of year, you really just need to stay focused on those to keep your organization moving throughout the month.
• 16:24
  SPEAKER_01: And then third, I build in structure.
• 16:27
  SPEAKER_01: So I time block two outreach windows each day to check in.
• 16:30
  SPEAKER_01: I follow up with people, I respond.
• 16:33
  SPEAKER_01: So I stay focused instead of refreshing my inbox nonstop, instead of getting distracted, mid-task and replying to someone to like dedicated times of the day for that intentional outreach and follow-up is really, really helpful to me.
• 16:49
  SPEAKER_02: Yeah, that's great advice.
• 16:51
  SPEAKER_02: I think it's so easy to get pulled in a million different directions because things are moving fast, but you do not need to do everything all at once to succeed in December.
• 17:02
  SPEAKER_02: You just need to keep the right things consistent.
• 17:04
  SPEAKER_02: That's what it's happening.
• 17:05
  SPEAKER_01: Absolutely.
• 17:05
  SPEAKER_02: Yeah.
• 17:06
  SPEAKER_02: Okay.
• 17:07
  SPEAKER_02: Any final advice for this month?
• 17:09
  SPEAKER_01: Here is my one piece of advice for the month.
• 17:13
  SPEAKER_01: December is about stewardship as much as it is about asking for money.
• 17:18
  SPEAKER_01: It's your job to build consistency and trust.
• 17:21
  SPEAKER_01: You have already laid the foundation, you've done the hard work.
• 17:24
  SPEAKER_01: Now you get to walk donors through the finish line with clarity and care and be authentically you.
• 17:32
  SPEAKER_02: Thank you so much.
• 17:33
  SPEAKER_02: Great advice as always.
• 17:35
  SPEAKER_01: Thank you.
• 17:36
  SPEAKER_02: So to wrap it up today, follow through and follow up.
• 17:41
  SPEAKER_02: That is the whole theme.
• 17:43
  SPEAKER_02: Do what you said you would do and show donors the impact that they have made.
• 17:47
  SPEAKER_02: Show them that you appreciate them.
• 17:49
  SPEAKER_02: That is how you finish the year strong and start the next one with some energy.
• 17:54
  SPEAKER_02: Thank you for being a part of the nonprofit podcast community.
• 17:58
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• 18:00
  SPEAKER_02: If you enjoyed this episode, share it, leave a review, or subscribe to our YouTube channel.
• 18:05
  SPEAKER_02: Until next time, take that first step and stay inspired.
• 18:10
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• 18:15
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• 18:18
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• 18:21
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• 18:24
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• 18:25
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