How nonprofits can turn year-end generosity into lasting donor relationships, stronger community support and sustainable fundraising.
The holiday season is one of the busiest times of year for nonprofit fundraising. GivingTuesday campaigns, year-end appeals, holiday events and donation drives fill our calendars and inboxes.
And for good reason. People are feeling generous, businesses are looking for ways to give back and donors are considering which organizations they want to support before the end of the year.
But there's an opportunity I think nonprofits sometimes overlook.
What happens to those donors after December 31?
We spend so much time encouraging people to give during the holidays, but are we putting the same effort into building relationships that encourage them to stay involved?
It's an important question, especially considering what's happening with charitable giving today.
According to Giving USA 2026, Americans contributed an estimated $617.2 billion to charity in 2025, a 5.7% increase over the previous year.
That's encouraging news.
But the Fundraising Effectiveness Project tells another side of the story. While fundraising dollars increased approximately 5% in 2025, the number of donors declined 3.6%. And preliminary 2026 data shows that trend continuing.
In other words, nonprofits are raising more money from fewer people.
For nonprofit leaders, that creates both a challenge and an opportunity.
We need to continue attracting new supporters, but we also need to do a better job of keeping the donors we already have.
That's where year-round donor engagement becomes so important.
Why Donor Retention Deserves More Attention
Think about the work that goes into acquiring a new donor.
Your organization may invest in advertising, fundraising events, email campaigns, direct mail, social media and community outreach before someone makes that first gift.
And when they finally do, it's worth celebrating.
But a first donation doesn't automatically create a lasting relationship.
The 2026 M+R Benchmarks Study found that only 24% of new online donors in 2024 returned to make another online gift in 2025. Among more established online donors, retention was 66%.
That's a significant difference.
It tells us that the relationship we build after a first gift deserves just as much attention as the campaign that inspired it.
I encourage nonprofits to think about donor engagement in three connected areas: cultivation, stewardship and volunteer engagement.
Each plays a different role in helping people develop a lasting relationship with your mission.
1. Donor Cultivation: Turn Year-End Giving Into New Relationships
Year-end fundraising remains one of the most important opportunities for nonprofits to connect with new and existing donors.
According to the 2026 M+R Benchmarks Study, participating nonprofits received 37% of their annual online fundraising revenue in December 2025. The final week of the year alone accounted for 10% of annual online revenue.
That means a significant portion of online giving happens within a relatively short period.
GivingTuesday is another major opportunity.
In 2025, an estimated 38.1 million Americans participated in GivingTuesday, contributing $4 billion to charitable causes, according to GivingTuesday's 2025 impact report.
This year, GivingTuesday falls on December 1, 2026.
For nonprofits, the goal shouldn't simply be to send an email asking for donations on GivingTuesday and another reminder before December 31.
The goal should be to introduce people to your mission, help them understand the need and give them a compelling reason to become part of the solution.
Make Your Fundraising About the Impact, Not Just the Need
One of the most common challenges I see in nonprofit communications is spending too much time explaining what the organization does and not enough time showing why it matters.
Your donors don't necessarily need to know every program you operate or every challenge your organization faces.
They need to understand the problem, what your organization is doing about it and how their support makes a difference.
For example, rather than simply asking donors to help fund your organization's programs, tell the story of a specific community need and what additional support will make possible.
Show people what they're helping accomplish.
And when possible, give them a meaningful role in that story.
Create a Year-End Campaign With a Clear Plan
A strong year-end fundraising campaign should include:
One clear message. Identify the need you're addressing and why support matters now.
A specific fundraising goal. Explain what you're trying to accomplish and how the funds will be used.
Compelling storytelling. Use real stories, photographs, videos and measurable outcomes to demonstrate impact, with appropriate permissions.
Multiple ways to participate. Encourage donations, volunteerism, peer-to-peer fundraising and sharing your message.
A coordinated communication plan. Connect your website, email, social media, direct mail and personal outreach.
A follow-up plan. Decide how you'll welcome and engage donors after the campaign ends.
Don't forget your donation experience, either.
The 2026 M+R Benchmarks Study found that mobile devices accounted for 52% of nonprofit website traffic in 2025, yet donation-page completion rates were lower on mobile than desktop.
Before launching a campaign, test your donation form on your phone. Make sure it's easy to find, understand and complete.
Something as simple as a frustrating donation form can get in the way of someone who genuinely wants to help.
2. Donor Stewardship: Build Trust After the Gift
Here's something I often remind nonprofit leaders:
Fundraising doesn't end when the donation comes in. That's when the relationship really begins.
Donor stewardship is the work of building relationships with the people who have invested in your mission.
It means thanking donors, showing them the impact of their contributions and making them feel like valued partners in your organization's work.
And trust is more important than ever.
According to BBB Wise Giving Alliance's 2026 Donor Trust Report, 67.7% of Americans say trusting a charity is essential before donating, yet only 18.3% report having high trust in charities.
That's a substantial gap.
For nonprofits, it reinforces the importance of transparency, consistent communication and following through on promises.
Show Donors What Their Support Made Possible
Don't wait until your next fundraising appeal to communicate with donors.
Share the results of the campaign. Tell them what was accomplished. Introduce them to the people doing the work and help them understand how their generosity supports your mission.
If your organization raised money to expand a program, provide an update on the progress.
If donors helped purchase equipment, explain how it's being used.
If the campaign supported people in need, share meaningful outcomes while protecting the privacy and dignity of those receiving services.
Remember, donors want to know that their contribution mattered.
A thank-you email is important. But a thoughtful stewardship plan goes much further.
Consider creating a simple donor communication schedule:
Immediately after a gift: Send a prompt, personal acknowledgment and appropriate donation receipt.
Within the first month: Welcome new donors, introduce your organization's mission and share what their support makes possible.
Within 60–90 days: Provide an impact update, a meaningful story or a personal note from someone involved in the work.
Throughout the year: Share progress, celebrate milestones and offer opportunities to stay connected beyond financial contributions.
And don't overlook the power of personal outreach.
A handwritten note, a brief phone call from a board member or a message from the executive director can make a lasting impression.
Not every communication needs to include another request for money.
Sometimes the most important thing you can say is simply, "Thank you. Here's what you've helped make possible."
Make Recurring Giving Part of Your Strategy
One of the most important developments in nonprofit fundraising is the growing role of monthly giving.
According to the 2026 M+R Benchmarks Study, monthly giving accounted for 27% of online fundraising revenue in 2025 among participating nonprofits.
For smaller organizations, recurring gifts can provide a more predictable source of revenue and reduce dependence on individual fundraising campaigns.
But rather than simply asking donors to make their donation monthly, explain what consistent support means for your mission.
For example, a $25 monthly commitment might help provide ongoing supplies, services or resources that your organization needs throughout the year.
Make recurring giving easy to select on your donation form, explain how it works and provide supporters with regular updates about the difference they're helping make.
And remember to thank monthly donors throughout the year. Their continued generosity shouldn't become something your organization takes for granted.
3. Volunteer Engagement: Help Supporters Become Part of Your Mission
Not everyone is ready or able to make a financial contribution.
But that doesn't mean they can't become an important part of your organization.
Volunteers bring time, skills, relationships and a personal commitment to the work you do.
And interest in volunteering is growing.
According to GivingTuesday, 11.1 million Americans volunteered on GivingTuesday in 2025, a 20% increase over the previous year.
That presents a wonderful opportunity for nonprofits to invite people into their mission in ways that go beyond writing a check.
Give Volunteers Meaningful Ways to Participate
A strong volunteer program should begin by understanding what your organization needs and matching those opportunities with volunteers' interests and abilities.
Some people may enjoy participating in events or helping with hands-on activities.
Others may have professional expertise that could make an even greater difference.
Consider opportunities such as:
Helping deliver programs and services
Supporting events and community outreach
Serving on committees or advisory groups
Providing professional skills such as accounting, marketing or technology
Introducing the organization to potential partners
Sharing the organization's mission with friends and colleagues
The goal isn't simply to fill volunteer shifts.
It's to give people an opportunity to develop a meaningful connection with your work.
Don't Treat Volunteers Like a Fundraising List
Volunteers can become some of your organization's most passionate advocates.
But that relationship needs to be nurtured.
Make sure volunteers understand how their contributions support your mission. Recognize their efforts, invite feedback and help them feel appreciated.
And when appropriate, offer opportunities to become more involved.
Some volunteers may eventually choose to become donors. Others may become ambassadors, committee members or community connectors.
All of those relationships have value.
A thoughtful volunteer engagement strategy recognizes that people contribute in different ways—and that every contribution matters.
Create a Year-Round Donor Engagement Plan
Here's where I believe many nonprofits can make the biggest improvement.
Instead of treating year-end fundraising, donor appreciation and volunteer recruitment as separate activities, bring them together in one coordinated engagement strategy.
Your supporters should experience a consistent relationship with your organization throughout the year.
That doesn't mean sending more emails or asking for money more frequently.
It means being intentional about when and how you communicate, what information you share and the opportunities you provide for people to participate.
A Simple 2027 Donor Engagement Roadmap
January–March: Welcome and Appreciate
Start the year by thanking holiday donors and sharing what their contributions made possible.
Identify new donors, repeat donors, recurring supporters and volunteers. Develop appropriate follow-up communications for each group.
Look for opportunities to personally connect with supporters who may want to learn more about your organization.
April–June: Educate and Connect
Share stories that demonstrate the impact of your work.
Invite donors to visit your organization, attend a small gathering, participate in a volunteer activity or hear directly from your leadership team.
Make it easy for supporters to understand what's happening and where their contributions are making a difference.
July–September: Deepen Relationships
Review donor engagement and retention.
Who has continued giving? Who hasn't heard from your organization recently? Which volunteers and community partners have become more involved?
Reconnect with supporters, share important progress and begin developing your year-end fundraising strategy.
October–December: Invite and Inspire
By the time your year-end campaign begins, your supporters should already know what your organization has accomplished throughout the year.
Share a compelling fundraising message, invite participation and make it easy for donors to contribute.
Then begin planning how those new relationships will continue into the following year.
Measure Relationships, Not Just Revenue
Fundraising totals are important, but they don't tell the whole story.
A nonprofit might reach its year-end fundraising goal while losing a significant number of donors.
Another organization might grow its donor base but struggle to retain those supporters the following year.
That's why I encourage nonprofit leaders to look beyond how much money a campaign raises.
Some important measures include:
Donor retention: How many donors return to give again?
First-time donor retention: How many new donors make a second gift?
Recurring giving: How many donors choose to give monthly?
Volunteer engagement: Are volunteers continuing to participate and finding meaningful ways to contribute?
Donor participation: Are more people becoming involved in your mission?
Communication engagement: Are supporters reading your updates, responding and taking action?
These measures can help your organization understand not only how much support you're receiving, but how strong those relationships are becoming.
Make This Holiday Season the Beginning of Something Bigger
The holidays are a wonderful time to introduce people to your mission and invite them to make a difference.
But the real opportunity goes well beyond a successful GivingTuesday campaign or a strong December fundraising total.
It's the opportunity to turn a first-time donor into a lifelong supporter.
To help a volunteer become a passionate advocate.
To build the kind of trust that encourages someone to share your mission with others.
And to create a community of people who understand, believe in and want to be part of the work you're doing.
That's not something you accomplish with one fundraising appeal.
It requires a clear message, thoughtful communication and a strategy for building relationships throughout the year.
A year-end campaign may inspire someone to give. What you do next determines whether they stay connected.
And for nonprofits working to make a lasting difference, those relationships are among your most valuable resources.
Is Your Nonprofit's Marketing Helping You Build Lasting Support?
You may be doing meaningful work, but are you communicating your impact in a way that inspires people to give, volunteer and stay involved?
At King & Co., I partner with nonprofits and service-based organizations to bring clarity to their brand, messaging and marketing strategy.
My Key Insights Brief is where we begin. Together, we take a close look at your organization, identify what's working and what's getting in the way, and determine where to focus your efforts first.
If you're ready to build stronger relationships with the people who support your mission, let's start with a conversation.
