By Danielle Gentry-Barth
3 minute read
As Labor Day approaches, many of us are squeezing in the last bit of summer. But for fundraisers, this season marks the unofficial starting line for year-end giving. September through December is when the majority of individual gifts are made, and your organization’s readiness now can make all the difference.
Strengthen The Bottom Line
Before you shift into year-end appeals, take an honest look at where you stand. Are there funding gaps between your projected revenue and what’s actually been secured so far? Break it down by program, campaign, or initiative. Knowing your shortfalls now allows you to be proactive instead of reactive.
Some key questions to consider:
- Which areas of the budget still need support?
- Are there critical programs at risk if funding doesn’t come through?
- What opportunities exist to fill those gaps creatively, maybe through a challenge match, a special appeal, or a targeted major gift ask?
Measure What Matters
Metrics tell a story, and right now you should be paying even more attention to the data. What’s working, and what isn’t? Maybe your donor retention rate is lagging. Maybe your monthly giving program is growing faster than expected. Let the numbers guide your next moves instead of relying on assumptions.
Some key questions to consider:
- Are your appeals converting at the rate you need?
- Are donors upgrading to higher levels of giving?
- Is one channel, email, mail, events, performing better than others?
- Have you spent enough time thanking and informing your donors? If not, NOW is the time!
The data is clear: nearly 30 percent of all charitable giving happens in December, with 10 percent coming in during just the last three days of the year. That means every adjustment you make now to sharpen your strategy has the potential to pay off significantly in the final weeks.
Engage Your Inner Circle
September is the perfect time to check in with your closest donors and champions. Not to make an ask, but to connect. Call them. Send a handwritten note. Invite them for coffee. Ask what excites them most about your mission this year.
These conversations build trust and remind your donors they are true partners in your work. One third of annual donors make their contributions in November and December, so these touch points come at exactly the right moment.
Love On Them Loudly and Often
At the heart of all fundraising is relationships. As you prepare for year-end giving, don’t just focus on the dollars; focus on the people. Celebrate the donors who have already given. Thank them publicly and privately. Share stories of impact. Let them know they matter, not just when you need something, but always.
And don’t overlook those who haven’t yet given this year. They, too, deserve to feel valued and connected. Reach out with gratitude for their past support, remind them of the difference they’ve made, and invite them back into the story. Sometimes all it takes is a personal touch to rekindle their commitment and inspire them to give again.
Final Thought
Labor Day is a marker on the calendar, but in fundraising it’s also a signal. The sprint to year-end giving begins now. With a clear look at your funding successes and gaps, close attention to your metrics, and genuine care for your closest supporters, you can position your organization for a strong finish in 2025. There’s no better time to prepare for what’s ahead!