What Is A Year-End Giving Letter?
A year-end giving letter, also known as an end-of-year donation letter, is a fundraising appeal sent during the last few months of the year, sometimes called the “season of giving.” Year-end giving letters can be sent through direct mail, email, postcard, video, and other methods of communication.
Nonprofits use end-of-year donation letters to solicit donations from supporters during the holiday season–a time when many people are looking to give to nonprofit organizations. Like any effective fundraising appeal, year-end donation requests should work to reiterate your mission, strengthen the relationship between your organization and the donor, and ultimately increase revenue.
Sample End-of-Year Donation Letters
charity: water uses a simple email as their end-of-year appeal, though it could also easily be printed and sent through direct mail. They keep their mission at the forefront by using a graphic that illustrates their mission of bringing clean water to those in need. They also play on supporters’ desire to give gifts during the holiday season.
Soddo Christian Hospital
Soddo Christian Hospital’s end-of-year donation email expresses a sense of urgency by including a countdown inside. They make it clear who will be receiving the donations and they include a donation button, making contributing as simple as possible for donors.
Oregon Family Support Center
Oregon Family Support Center highlights all the way they serve the people of Oregon in their end-of-year donation email. They also mention their end-of-year fundraising goal, as well as ways supporters can get involved in carrying out their mission.
Donors love contributing to meaningful initiatives–especially around the holidays at the end of the year. Sending a year-end giving letter can encourage them to support your organization.
- Double the Donation post: 13 End-of-Year Appeal Strategies