Six Essential Marketing Efforts for End-of-Year Fundraising Campaigns

Six Essential Marketing Efforts for End-of-Year Fundraising Campaigns

(and Other Print Tips) 

As the end of the year approaches, non-profit organizations are preparing for their most impactful fundraising efforts. This is certainly the time of year we see our non-profit clients kick into overdrive with end-of-year campaign materials, inspiring us to compile best practices for printed collateral.  

Historically, Q4 represents up to 30% of annual donations for non-profits; some obtaining organization-sustaining donations totaling far more than 30%, and some falling slightly behind that average. Regardless, this is a vital quarter for both for-profit and non-profits alike. Right in line with Black Friday and Cyber Monday is Giving Tuesday, an international day of “giving back” and “giving to” local charities and non-profit organizations. It’s the season of giving! 

Over the past few years, there has been a digital shift in fundraising efforts. However, it’s important to consider the effectiveness of direct mail as it continues to drive a higher ROI than digital marketing efforts alone. Print collateral is still a vital element for building trust, creating memorable experiences, and engaging donors in year-end fundraising strategies.  

In this blog post, we’ll explore why print collateral is still a game-changer and outline the essential pieces your organization needs to make the most of the year-end giving season. 

Why Print Still Matters in Q4 Fundraising 

Print materials help establish credibility, deepen emotional connections, and break through the digital noise that donors may experience during the holiday season. Here’s why print collateral should still be a cornerstone of your Q4 fundraising strategy: 

1. Tangibility Builds Trust 
   Studies show that tangible media, like direct mail and marketing collateral, offers a more memorable experience compared to digital alternatives. Physical pieces are retained longer and are easier to recall.  

2. Emotional Connection and Personalization 
   Sending a heartfelt letter or a beautifully designed postcard to potential donors conveys a more personal touch. These materials can be tailored to specific donor segments, allowing your organization to create deeper emotional connections. As a result, donors feel more valued, appreciated, and, ultimately, more inclined to give. 

3. Multichannel Approach Reinforces Your Message 
   A multichannel fundraising campaign is more effective than relying on digital alone—especially for fundraising. Print materials not only complement digital efforts by providing physical reminders and a consistent message, they offer peace of mind for those weary of sharing credit information online. Direct mail can also be an entry point, driving potential donors to your website or follow up on an email appeal they’ve seen. 

Essential Print Collateral for Year-End Fundraising 

1. Direct Mail Appeals 

Direct mail is often the centerpiece of year-end fundraising efforts. It’s personal, direct, and commonly more effective than digital efforts when executed correctly.  

• Personalization: Address donors by their first names and use relevant, emotional storytelling that speaks directly to their past support. 

• Urgency: Emphasize the importance of giving before the year ends (or before the end of your campaign). Highlight deadlines for donations to be tax-deductible and reinforce why their gift matters right now. 

• Easy Ways to Give: Include multiple options for how donors can make contributions—whether it’s through a postage-paid return envelope, a QR code, or a link to your website. 

Pro Tip: Using a clear call to action and repeating it multiple times in your direct mail can significantly boost responses. 

2. Postcards and Flyers 

Postcards and flyers are less expensive to send than full-blown mail appeals but can still be very effective in getting your message across. These pieces should be visually striking and quickly communicate your organization’s goals for the year-end drive. Here’s what helps make them effective: 

• Brevity: Keep the message short and focused, highlighting the key impact of donations. 

• Design: Use large, bold fonts and strong visuals to catch attention immediately. Adding illustrated elements such as donor charts, goal bars, etc. can also help build urgency and enthusiasm for your drive.  

• Calls to Action: Like with direct mail, ensure that your call to action is clear and prominent. 

Pro Tip: Consider sending a postcard or flyer as a follow-up to your direct mail appeal to reinforce your message. 

3. Brochures 

In a character count capped digital world, brochures can feel like a relic from our past. Who has time to dive into long format content anymore, right? Not so fast. Brochures continue to serve several purposes in fundraising. Not only can they help narrate the mission and impact of your organization to date, but they also offer an opportunity to showcase donor success stories. Some ideas for year-end-fundraising brochure elements are:  

• Impact Stories: Showcase stories of how donations have changed lives or communities throughout the year. Highlight specific outcomes with infographics or diagrams to help donors visualize where their money is going. 

• Donation Information: Provide clear information about how donors can give as well as how donors are giving, along with the potential tax benefits of making a year-end gift. Reinforce your organization’s appreciation for its donor community. Make each tier of giving equally important to entice people of all economic situations.  

• Visual Appeal: Use compelling photos that evoke an emotional response, reinforcing the cause your organization supports. 

Pro Tip: Brochures can be designed to be handed out during events or to be mailed directly to potential donors. 

4. Event Invitations 

Hosting fundraising events during the holiday season—or anytime throughout the year—such as galas or giving events is a popular way to (over)achieve donor goals while uniting your supporters. Printed invitations are still a classic way to set the tone.  

• Premium Design: Use high-quality paper with a professionally branded design to create an elegant look that sets the tone of your event and encourages attendance. 

• Event Details: Make sure to include all relevant event information—date, time, location, RSVP deadlines, and dress code, if applicable. Include a QR code or web address for your event as well, so donors can digitally engage with the event by sharing, commenting, tagging, donating online, and keeping up to date with any event news.    

• Donation Opportunities: Include information about how attendees can make donations at or before the event. 

Pro Tip: The quality of the invitation matters! It sends a message about the importance of the event—and sets the tone for what they can expect when attending. Remember, invitations often have a higher open rate than email invites—especially when appealing to major donors.  

5. Annual Reports 

Annual reports are another classic way to keep your donors engaged with your mission. We see these typically mailed out at the end of the calendar year, making them an important piece of print collateral setting the tone for fundraising in the year ahead. When accompanied with other marketing materials such as donor cards, online resources, key personnel contact info, and the like, these mailings can see a higher engagement and conversion rate.   

• Accomplishments: Break down how the funds raised have been used in recent years, showcasing the impact donors’ gifts have had, and giving insight to goals ahead. 

• Variable Transparency: Include an overview of your organization’s financials, emphasizing responsible stewardship of donor funds. Take advantage of personalized and variable mailings to send your key donors more detailed information and the majority of your donor base high-level summarized data.     

• Vision for the Future: Outline goals for the coming year and encourage donors to continue supporting your cause.  

Pro Tip: Annual reports serve as both a thank-you to existing donors and an appeal for future support.  

6. Thank You Cards 

Gratitude goes a long way in fostering donor loyalty, and printed thank-you cards are a perfect way to show appreciation. While digital thank-you emails are quick and convenient, nothing compares to a heartfelt, handwritten note. 

• Personalization: Address each donor by name and reference their specific contribution to make the thank-you feel personal. 

• Handwritten Notes: If possible, have a team member or volunteer handwrite notes, especially for major donors. This adds a personal touch that cannot be matched by digital communications. 

• Future Engagement: Use the thank-you card as an opportunity to preview future fundraising efforts and how their contributions will continue to make an impact. 

Pro Tip: Just like your invitations, the paper quality of your Thank You cards matters! It sends a message that your donor contributions are going towards the betterment of the organization.  

Best of All Platforms: Integrating Print with Digital 

As we’ve mentioned throughout this article, while print plays a key role in your Q4 fundraising efforts, integrating printed materials with digital communications can maximize results. Successful marketers utilize all available channels to optimize reach, engagement, and conversions. Here are some tips to merge both mediums effectively: 

1. Use QR Codes: Add QR codes to your printed materials that lead directly to your donation page. This makes it easy for recipients to give with a quick scan. 

2. Retargeting Campaigns: When you mail out your printed appeals, launch digital retargeting ads that correspond to the recipients of your direct mail. This consistent messaging can nudge potential donors toward action.

3. Social Media Tie-ins: Promote your print materials on social media by sharing the stories, visuals, and impact your print collateral highlights. 

Pro Tip: The average Direct Mail BOOST campaign delivers a 23-46% lift over traditional direct mail campaign results.    

In Conclusion: Setting Up Your Year-End Fundraising for Success 

In summary of everything we’ve talked about throughout this article, print collateral remains an essential tool in the modern fundraising toolkit, especially as organizations face the competitive year-end giving season. From direct mail to thank-you cards, print materials help build trust, strengthen emotional connections, and complement your digital outreach. By implementing these key pieces of collateral, your non-profit can create a memorable, impactful campaign that stands out and drives results. 

As you prepare for your Q4 push, remember that a well-rounded approach—one that leverages both digital and print media—can help you reach your fundraising goals and build lasting relationships with donors.