It’s that time of year. As the year closes, you have a unique opportunity to reconnect with donors in ways that inspire generosity, strengthen trust, and set the tone for next year. I was reminded of this recently when a friend told me she meant to give to a nonprofit she loves—but simply forgot. Out of sight, out of mind. Your year-end communication helps prevent that from happening.

Why Year-End Communication Matters

Show gratitude. A timely “thank you” still matters. Handwritten notes, a quick phone call, or even a short voice memo can make a donor feel seen. (Yes, a 30–60 second voice note is personal, fast, and memorable.)

Highlight impact. Donors want to see what their giving made possible. Keep it simple and specific—one story that shows real change is better than a wall of statistics.

Encourage last-minute generosity. Some donors give in late December for tradition or tax timing. Clear, kind reminders help them follow through.

Best practices you can implement this month

1. Personalize your messages.
   Use names, reference past involvement, and, when appropriate, add a sentence about why their gift mattered. A handwritten card or a brief voice memo from a staff leader goes a long way.
2. Use multiple channels.
   Donors notice different things in different places. Pair email with a follow-up note or call for key segments. A one-minute “thank you” video recorded on your phone can be included in email and posted privately for donors.
3. Share one strong story.
   Lead with a person or program moment your donors helped make possible. Photos or a short video clip are great—but keep it focused on outcomes, not your to-do list.
4. Make giving simple and clear.
   If you include a year-end ask, make the next step obvious: one primary button, a mobile-friendly page, and quick options (one-time, recurring, designations). Eliminate extra clicks.
5. Follow up promptly.
   When a donor gives, acknowledge quickly. Confirm you received the gift, say thank you, and—if you can—include a one-sentence impact preview. Even better: send a quick voice memo from a program lead or executive director saying, “We’re grateful for you.”
6. Set expectations for the new year.
   Offer a short look ahead: “Here’s what your support will help us tackle next.” Invite them to stay engaged through an event, prayer list, volunteer opportunity, or a brief site visit.
7. Invite two-way conversation.
   Don’t let your communication be one-way. Ask a simple, answerable question in your email:

• “What inspired your gift this year?”
• “Which part of our mission means the most to you?”
• “Would you share a quick story about why you care?”

Make replies easy: encourage donors to hit “reply,” or include a short form link. You can use your email platform’s survey/poll feature, a simple form (Google/Microsoft), or a quick “record a message” link so donors can share a short audio note. Tag these responses in your CRM so you can reference them in future touchpoints.

Acknowledgments and Clarity

For events and other “benefit” gifts, clearly state the fair market value of anything received (like dinner at your gala), and show the deductible portion of the gift. For larger gifts, provide a contemporaneous written acknowledgment donors can keep with their records. Clear acknowledgments protect donors and build trust.

Sample year-end timeline (adapt as needed)

• Late November / Early December: Gratitude email with one compelling story. Handwritten notes or voice memos to mid/major donors.
• Early to Mid-December: Targeted campaign with a clear, simple call to action.
• Final Week of December: Gentle reminder about year-end giving and how to give (postmark by 12/31 or online by midnight).
• Early January: Prompt acknowledgments and a short impact update. Invite two-way responses (“Hit reply and tell us why you gave”).

The bottom line

Donor relationships are strengthened by timely gratitude, clear impact, and opportunities to talk back. Keep it personal. Keep it simple. And keep the door open for conversation.

If your leadership team could use additional guidance, download 5 Steps for Nonprofit Leaders to Thrive. It’s free and gives you practical tools to build clarity, protect your team, and lead with confidence.

And if your church or nonprofit is weighing bigger decisions—like building a year-round donor rhythm that aligns development with finance—these are exactly the kinds of forward-looking decisions our team specializes in. As Fractional CFOs, we help churches and nonprofits:

• Create more resources to do more good
• Translate vision into attainable financial reality
• Make strategic decisions based on actionable, real-time financial data

To share your mission with us and start the conversation, visit terisaclark.com/you.