What is the purpose of year-end giving?

Year-end giving is a burst of generosity that runs from Giving Tuesday through December 31. Its purpose is twofold. For supporters, it’s a chance to reflect on the causes they care about and make gifts before the tax year closes. For nonprofits, it’s one of the biggest opportunities of the year to raise funds, welcome new supporters, and establish momentum heading into January.

Below, we share tried-and-true tips and best practices to make the most of your end-of-year giving campaigns. Before we do that, let’s get on the same page about what year-end giving is and explore why people tend to give in December.

What is year-end giving?

Year-end giving occurs between Giving Tuesday and New Year’s Eve. It’s a narrow window with a big impact, and many nonprofits plan their largest campaigns of the year around it.

On Giving Tuesday 2025 alone, the GoFundMe community raised $76.9M from 333K donors to support nonprofits and individuals. The season can build on itself, too. Dell Children’s Foundation raised 4x more year over year for its end-of-year campaign with GoFundMe Pro and Campaign Studio.

Results like these show why a strong year-end plan is so central to your annual fundraising.

Why do people give at year-end?

Understanding why people wait for year-end appeals helps you shape your campaigns. Once you know what motivates them, you can tailor your messaging to better resonate.

Here are a few common reasons people give at the end of the year:

• They want to thank the nonprofits they love. Most people have nonprofits they know and care about, and these organizations show up more during the final months of the year. Supporters often say thanks with a donation.
• They want to be part of the solution. Supporters want to know their gifts made a difference. When you share a public year-end goal, new and loyal supporters can see themselves as part of your team.
• Giving feels good. It’s natural to wonder why people give. Put simply, it’s fulfilling to help others. Keep that in mind as you write your appeals this holiday season.
• They’re planning for tax benefits. Supporters, especially major donors, know December is their last chance to make gifts they can claim on this year’s tax return.
• They respond to timely needs. People are inspired by a campaign’s sense of urgency. Tie your goals to something affecting your community right now, and show how support today helps.
• They know what they can afford. By the end of the year, supporters have a clearer view of their budget. Once they’ve planned for the holidays, they know how much they have left to give.

How tax timing shapes year-end giving in 2026

Tax timing gives this season extra weight. A gift has to be made by December 31 to count for the current tax year. Starting with tax year 2026, people who don’t itemize can deduct up to $1,000 in cash gifts to qualified charities, or $2,000 for married couples filing jointly, according to the IRS charitable contributions guidance.

That means more of your supporters may get a tax benefit for giving this year, not only those who itemize. Mention the deadline in your December appeals, and encourage supporters to check with a tax advisor about their situation.

What is an end-of-year giving statement?

A year-end giving statement is a donation acknowledgment letter that summarizes each supporter’s gifts throughout the year. It’s a chance to show appreciation and share what you accomplished with their support.

Your supporters also use this statement at tax time. For any single gift of $250 or more, the IRS requires donors to have a written acknowledgment from the charity before they file. They keep it for their records rather than attaching it to their return. Learn what to include in your donation tax receipts.

Since most year-end donations occur during December, it’s smart to wait until January to send out the previous year’s acknowledgment letters. Send them before January 31 to give your supporters time to collect paperwork and prepare their taxes.

6 tips to make the most of your year-end giving campaigns

Here are six simple ways to execute a well-planned fundraising campaign with proactive outreach, strategic stewardship, and meaningful follow-up communications.

1. Set realistic, data-backed goals

Launch your year-end giving campaigns with measurable fundraising goals. How much do you hope to raise by the end of the year? Will you set milestones along the way? What milestone dates will you need to set to ensure you achieve your online donation goal?

While it’s optimistic to set an extraordinarily high number, we recommend using your last year-end giving figures to help project this year’s goal. But don’t forget to consider the context of last year’s situation.

Did you land important press coverage that secured donation-matching gifts or influenced major giving? Do you think you can do the same again? Are you planning on investing more money into your marketing campaigns this year?

If it’s your nonprofit’s first end-of-year giving campaign, set a stretch goal based on realistic metrics. Next year, you’ll have the data you need to set more realistic fundraising goals, so just do your best for now.

2. Organize your team

Don’t wait until the last minute to recruit volunteers and make staff assignments. Organize your fundraising team months before you launch your year-end giving campaigns.

Remember, this season has a lot of potential for your nonprofit. Find and assign volunteers well in advance to help with everything from supporter outreach to marketing your big campaign. Ideally, you’ll also line up backups in case someone drops out at the eleventh hour.

Also, give your staff time to be creative. November isn’t the time to start putting together your marketing messages and content designs. Instead, carve out space in the months leading up to your year-end giving campaign to give your creatives and strategists room to breathe.

3. Plan how your end-of-year campaign will stand out

It’s time to dig into your fundraising campaign strategies and tactics. This will help your campaign stand out from the crowd and encourage supporters to donate to your cause.

• Find your story. Choose your storytelling angle for this year. Do you have a timely goal that’ll attract new supporters while keeping existing ones engaged? How will you stand out in their minds?
• Sharpen your message. Give your campaign unique slogans, taglines, and calls to action. These year-end messaging examples can spark ideas.
• Pick your channels. Choose the nonprofit marketing channels you want to use. If your team has the time and resources, spread your message across several of them. Here are some options to consider:
  • Direct mail
  • Email templates
  • Text
  • Phone call
  • LinkedIn
  • Instagram
  • TikTok
  • Facebook
  • Digital ads
• Plan your schedule. Time your messages so each one lands with impact without overloading inboxes. For example, you might send an email on Monday, a text on Wednesday, and a LinkedIn post on Friday.

4. Diversify ways to give

Every supporter is unique. Some prefer to give directly through the main donate button on your website, while others prefer a branded donation page or a fundraiser started by a friend. Offering several giving methods helps you meet each supporter where they are.

Make giving quick and easy, too. Let supporters click a button, choose their preferred payment method, and get on with their day. Each extra step gives someone another chance to leave before they finish their gift.

Here are a few giving methods to include:

• Donation pages
• Recurring donations
• Peer-to-peer fundraising

Beyond financial gifts, invite supporters to volunteer throughout the season. Some may not be able to donate, but they might still want to give their time.

5. Use fundraising technology

Here are a few ways to optimize your end-of-year campaigns with dedicated technology:

• Follow a donation page checklist to drive conversions
• Offer supporters their preferred payment methods with GoFundMe Pay
• Use reporting tools to monitor your campaign’s performance from one dashboard
• Invite supporters to give over time with recurring giving options

According to GoFundMe research, it typically takes 104 days or 2 gifts for a one-time donor to commit to recurring giving. Plan your January follow-up with that window in mind, and get ideas for turning year-end donors into recurring supporters.

6. Build momentum with your Giving Tuesday campaign

Giving Tuesday is a natural kickoff for welcoming new supporters and re-engaging loyal ones. Use the day for a big launch that builds awareness and excitement. Once it wraps, here are a few ways to unite your Giving Tuesday and year-end campaigns for continued momentum:

• Align your donation page visuals, messaging, and campaign names.
• Update your donation page language from Giving Tuesday to year-end giving once the day passes.
• Show supporters how Giving Tuesday moves you toward your year-end goal, and how continued generosity grows your impact.
• Use the same channels so your year-end messages feel like a continuation of the conversation.

Best practices for year-end giving

Whatever your messaging or channel strategy, these best practices can give your year-end campaign an edge:

• Tell supporters exactly how much you need to raise and why it matters.
• Use powerful visuals and descriptive storytelling to show how year-end gifts strengthen your organization and the cause it supports.
• Rally your community instead of fundraising on your own. Encourage supporters to share your message with friends and family on social media and other channels.
• Add a visual progress bar so supporters can watch their impact grow.
• Monitor your online giving analytics, and if your numbers look off, change course early.
• Thank supporters often with a heartfelt note, conversation, or other form of celebration.

Put your year-end giving plan into action

Year-end giving brings together gratitude, generosity, and the tax deadline in one short season. When you understand why supporters give, set data-backed goals, offer flexible ways to get involved, and carry your Giving Tuesday momentum through December 31, you give your community every opportunity to help you finish the year strong.

Start planning now so your team has room to create, test, and follow up.

Year-end giving FAQs

Why do nonprofits receive so many donations at the end of the year?

Many supporters give in December because the holidays inspire reflection and gratitude, and nonprofits share their biggest appeals of the year. The December 31 tax deadline also motivates gifts people want to claim on this year’s return. Clear goals and urgent community needs give supporters one more reason to act before the year closes.

What is the new $2,000 charitable deduction?

Starting with tax year 2026, people who don’t itemize can deduct up to $1,000 in cash gifts to qualified charities, or $2,000 if married filing jointly. Gifts to donor-advised funds and noncash gifts like stock don’t qualify, according to the IRS overview of the deduction. Supporters should confirm details with a tax advisor.

What’s the difference between year-end giving and annual giving?

Annual giving refers to the ongoing gifts that fund a nonprofit’s day-to-day work throughout the year, often through appeals, recurring gifts, and membership programs. Year-end giving is the concentrated stretch from Giving Tuesday through December 31. Many nonprofits treat it as the final push of their annual giving plan.

How should nonprofits follow up with supporters after year-end gifts?

Start with a prompt, personal thank-you that shows what each gift made possible. Send year-end giving statements in January, then share impact updates through the winter and spring. Invite first-time supporters to give monthly when the timing feels right. Get more ideas to engage donors after the giving season.