Crafting the Perfect Year-End Fundraising Email

One of my tasks at the church I used to work at involved helping to craft our end-of-year generosity emails with links to members’ online giving statements. Obviously, for tax purposes. But the amount of time that went into writing this email was oddly surprising. The proofing process went through multiple levels of leadership and dozens of eyeballs. It’s a pretty important piece of communication and possibly your last touch point before everyone “circles back after the new year.”

And I know this doesn’t just apply to churches - nonprofits, schools, YOU are also preparing to send year-end emails out, thanking donors for their generosity and giving them one last chance to make a donation. But how exactly do you properly and authentically thank people for giving their hard-earned money while inspiring them to continue giving at that same level (or more!) in the coming year? Well, I have thoughts.

1. Keep it short and sweet!

I’m talking 2-3 paragraphs MAX. People already know what you’re going to say in your email, so don’t bore them with extra fluff. If there was ever a time to be concise and intentional with your words, this is it.

You are grateful for their generosity, you couldn’t pursue your mission without them, and their dollars are making a difference. Your donors know this. Your church members know this. So say it one time and be done.

2. Include a VIDEO.

Now that you’ve opened your email with a short and sweet (and maybe somewhat generic) thank you, use a video to ACTUALLY say thank you. This is where you can be a bit more wordy and let your personality shine. Prompt your email readers to watch your video and engage with them in a way that feels like you filmed it just for them.

In your video, celebrate milestones or accomplishments from the year. What exactly did their money pay for? Add in b-roll or photos showing completed projects. Show them the tangible impact of their generosity in a way that feels personal and meaningful.

3. Give a clear call to action with a deadline.

You’ve said hello, you’ve thanked them, you’ve really thanked them. Now give them a CLEAR button to click. Make it so easy even a toddler could figure it out. Add some urgency if the CTA is donation-related. For example, “Download your 2024 tax statement HERE”, “Make an impact before it’s too late! Click HERE to make a tax deductible gift.” You get the gist.

4. Provide a free resource.

Maybe your organization could put together a free Advent devotional or end-of-year reflection PDF. Or maybe it’s a resource guide related to your mission. For instance, is your organization’s mission tied to mental health? You could create a list of relevant mental health resources - phone numbers, websites, crisis centers, etc. - that folks can easily access. Another example might be a PDF outlining a simple Bible reading plan for January or a PDF sharing conflict resolution techniques for tricky family gatherings. It’s a small but thoughtful way to show you care beyond the dollars.

5. BONUS: Give a behind-the-scenes look.

What does life look like at your organization? Share photos of volunteers in action or administrative staff working on a project that came together. Donors love seeing not just where their money is going but also the hard work that ensures it gets there. A candid, behind-the-scenes peek can help build trust and connection with your audience.

6. Close with gratitude and vision for the new year.

End your email by painting a picture of what’s next. What are you hoping to accomplish next year? How can your donors or members be a part of that vision?

Year-end emails don’t need to be complicated or intimidating. Authenticity is still KING, so now is not the time to let ChatGPT draft it up for you. Keep your email concise and clear. You’ve got this - it’s going to be great!

Need helping crafting end-of-year communications for your members or donors? Send us a DM!