9 email templates for year-end giving

Giving Tuesday is a global day of giving that starts the year-end fundraising season. For many nonprofits, it’s one of the most important days of the year. Following Black Friday and Cyber Monday, this day of giving presents a huge opportunity for nonprofit organizations to drive donations and connect with supporters. However, your communication shouldn’t stop when the day is over.

The end of the year is the most generous time for giving. In fact, a significant portion of all annual donations happen in the last few days of December. A strong email strategy can help you carry the momentum from a successful Giving Tuesday through the holiday season.

To help you make the most of this critical window, we’ve created 9 email templates for end-of-year giving. You can use these to move from your Giving Tuesday campaign into your year-end fundraising efforts. These templates will help you engage your community and encourage those new Giving Tuesday donors to give again.

Giving Tuesday and year-end email best practices

Your supporters’ inboxes get crowded, especially during the holidays. To stand out, you need a plan. An effective email marketing strategy is about more than asking for money. It’s about building relationships.

Before we get to the templates, here are a few email best practices to keep in mind:

• Segment your email list: Divide your audience into groups based on their past actions. For your year-end appeal, focus on two key segments: donors who gave during your Giving Tuesday campaign and supporters who haven’t yet given.
• Write compelling subject lines: Remember, your subject line is your first impression. Keep it clear, concise, and engaging. Personalizing it with the recipient’s name can also grab their attention.
• Use clear calls to action (CTAs): Tell your supporters exactly what you want them to do. Whether it’s “Donate Now” or “Share Our Campaign,” your CTA should be direct and easy to find. Make sure it links directly to your donation page or donation form.
• Tell your story: Connect with your audience. Share stories about the impact of your work. Talk about your nonprofit’s mission and why it matters. This makes your fundraising campaign about people—not just money. For more tips, check out our guide on writing the perfect fundraising email.
• Show your progress: Use visuals, like a progress bar, to show how close you are to your goal. This creates a sense of urgency and encourages people to help you cross the finish line.

For donors who gave on Giving Tuesday

These donors have already shown their commitment to your cause. Your follow-up communication should acknowledge their contribution and make them feel valued. The goal is to nurture this relationship instead of immediately asking for another donation.

The day after Giving Tuesday

This email is all about celebration and gratitude. Thank your community and share the results of your Giving Tuesday campaign. This makes donors feel like they were part of something successful.

Subject line: We Reached Our Goal, Thanks to You

Body:
Hi [recipient’s name],

Did you hear? We officially surpassed our Giving Tuesday goal and raised $[amount].
Your support for [organization name] and our mission to [briefly state your organization’s mission] made this possible. On behalf of our team, volunteers, and those we serve, thank you for making a real difference.

With gratitude,
[your name/organization name]

4 weeks until December 31

Show donors the impact of their gift. Use this email to share how you’ll use the Giving Tuesday funds, then introduce your year-end campaign. Since they recently donated, use a softer CTA.

Subject line: Your Giving Tuesday Impact

Body:
Hi [recipient’s name],

Thanks again for your incredible support on Giving Tuesday. Because of you, we raised enough to [specific outcome of Giving Tuesday funds].

This means we can [explain the impact]. Your generosity makes a real difference in our community, and we’re so grateful.

Now, as the year closes, we’re looking toward our next goal. Our year-end campaign aims to raise $[year-end goal amount] to [briefly state next big impact].

Want to learn more about what this next milestone can achieve? Take a look at our campaign here [link].

Thanks for being a vital part of our mission.

Sincerely,
[your name/organization name]

2 weeks until December 31

With two weeks left in the year, it’s time to be more direct. Share a compelling story about a beneficiary to demonstrate your nonprofit’s mission in action. This reminds potential donors of the people behind your cause and can drive donations.

Subject line: Meet [beneficiary’s name]: See the Difference You Make

Body:
Hi [recipient’s name],

Our members inspire us every day. We’d love to share [beneficiary name]’s story with you.

[Insert a short, powerful quote or story from a beneficiary here. Example: “Before I joined, I felt lost. Now, I feel a sense of peace and community.” – Kara, 28]

Your support helps us serve more people like [beneficiary’s name]. With two weeks left, we’re proud to say we’ve raised $[amount raised so far]. That puts us at [percentage]% of our year-end goal.

With your help, we can reach $[goal amount] by December 31.

Sincerely,
[your name/organization name]

Morning of December 31

It’s the last day of the year. Don’t be afraid to ask people who have already given to make another gift. Use a powerful statistic or data point about your cause to create a sense of urgency.

Subject line: We’ve Achieved So Much, but There’s More to Do

Body:
Hi [recipient’s name],

This year, we’ve made incredible progress, but there’s still important work ahead. [Insert a compelling statistic related to your cause.]

That’s why our mission to [state your mission] remains as critical as ever.

Will you help us start [upcoming year] strong by helping us reach our year-end fundraising goal? We’re [percentage]% of the way there—and your support can push us over the finish line.

Make a donation today and use the social sharing buttons on our campaign to tell your friends and family.

Thank you for being part of this journey,
[your name/organization name]

Afternoon of December 31

This is your last big push. Send this email later in the day to create excitement and share a final progress update. Make donors feel like their gift can be the one that gets you to your goal. Include a countdown to increase the sense of urgency.

Subject line: Help Us Reach Our Goal Before Midnight

Body:
Hi [recipient’s name],

We’re only $[amount needed] away from our year-end goal.

We’re so close to reaching our goal that’ll [state impact of goal]. You can be the one to take us over the finish line.

There are only a few hours left to make a tax-deductible donation for [current year]. Make your gift now to help us get there.

Thanks for your continued support,
[your name/organization name]

For supporters who haven’t given yet

This segment includes people on your email list who didn’t donate on Giving Tuesday. Your messaging to them can be more direct. The goal is to convert these potential donors into active supporters of your year-end fundraising campaign.

The day after Giving Tuesday

Even though they didn’t donate, you want them to feel like part of your community. Share the success of the big day. This builds social proof and might encourage them to join in. Include a direct CTA to donate.

Subject line: We Reached Our Giving Tuesday Goal

Body:
Hi [recipient’s name],

Great news! We officially surpassed our Giving Tuesday goal and raised $[amount].

Thank you for supporting [organization name] and our mission. If you haven’t had a chance to give yet, you can still join in our success. Make a donation today to continue the impact.

With gratitude,
[your name/organization name]

4 weeks until December 31

Much like the other segment, share the impact of the funds raised. However, for this group, be more direct with your ask. Encourage them to make a donation to the new year-end campaign.

Subject line: Here’s What We Accomplished on Giving Tuesday

Body:
Hi [recipient’s name],

We’re thrilled to share that by surpassing our Giving Tuesday goal, we’ve raised enough to [specific outcome].

This [project name] will help us serve [number] more people, making a real difference in our community. Now, we’re focusing on our next milestone.

Our year-end campaign aims to raise $[goal amount] before the new year, and we’d love your support to help us get there. Thank you for being part of this journey—together, we can accomplish even more.

Sincerely,
[your name/organization name]

3 weeks until December 31

You don’t want every email to be a direct appeal. For this one, try a softer ask. Encourage supporters to share your campaign on their social media channels, like LinkedIn or Facebook. This increases your campaign’s reach without fatiguing your email list.

Subject line: We’re Already at 17% of Our Goal

Body:
Hi [recipient’s name],

Great news—we’ve already raised $[amount raised], putting us at [percentage]% of our year-end goal!

Reaching our $[goal amount] milestone will help us [state impact of reaching goal]. You can help us get there by sharing our campaign with your network.

Thanks for your support,
[your name/organization name]

On December 30

It’s the final day. Remind supporters why your work matters. Share your mission and the impact a single donor makes. A small incentive, like a sticker, can encourage last-minute online donations.

Subject line: You Make Our Mission Possible

Body:
Hi [recipient’s name],

We started [organization name] because we believe in [core belief or mission]. And we can’t do it without you.

You’re the reason we can provide [specific services or impact]. We want to thank you for that.

As a special thank you, we’re giving a free [organization name] sticker to anyone who donates by midnight tomorrow. Remember, tomorrow is also your last chance to make a tax-deductible donation for [current year].

With gratitude,
[your name/organization name]

Take your fundraising to the next level

A strong Giving Tuesday email strategy is your bridge to a successful year-end campaign. By segmenting your audience and tailoring your message, you can keep supporters engaged and drive donations through the entire holiday season. Remember to thank your donors, share your impact, and make clear calls to action.

With these Giving Tuesday email templates, you have a powerful toolkit to connect with your community and finish the year strong.

Copy editor: Ayanna Julien

Photo by: Vitaly Gariev