5 Ways to Engage Donors Before Year-End Appeals

You're in the thick of year-end campaign prep, right?

Emails drafted. Social posts scheduled. Printed appeal letters at the printer.

Check.

But the most important piece — the one that's often forgotten? The pre-solicitation strategy. The warm-up.

Ideally, regular donor updates, conversations, and engagement opportunities have been happening all year. But if not? You're not alone.

And there's still time.

Why the Warm-Up Matters

When you do the work before the ask, donors aren't surprised when they hear from you. They're reminded why they gave in the first place. They're ready to give again.

Below are five ideas for reconnecting with donors before the first appeal hits their mailboxes.

These are designed to work at scale for your full base of current supporters. But if you have capacity to do extra, I've included a "high touch" option to deepen connection with specific segments — your high-level donors, long-time supporters, whoever makes sense for your organization.

1. Host a Mini-Gathering

On-site coffee hour where donors meet the team. A volunteer time slot saved just for donors. A virtual or in-person roundtable discussion. A behind-the-scenes tour.

Whatever you choose, the key is this: keep it simple (this is not the time for fancy or expensive), make it meaningful (tie it to your mission or the team or both), and be clear on why they're invited (because they're donors).

Even if a donor doesn't come, the invitation will be noticed and remembered.

High touch: Personally forward the e-invite or pick up the phone to encourage a donor to attend.

2. Turn Up the Storytelling

Break up your monthly newsletter into smaller pieces and shift to sharing short-form content ASAP.

Weekly emails with a photo and two paragraphs. A 30-second video clip of a "mission moment." A staff member sharing why they do this work.

You don't need professional photography or videography — just a phone. Underproduced content actually resonates more (just look at your social feed).

Bite-sized. Authentic. Consistent.

High touch: If you share a specific story or article that you know will resonate with a donor, forward it along with a personal note: "Wanted to make sure you saw this!"

3. Engage Volunteers to Make Calls

This one is powerful, and an easy way to stand out.

Recruit a handful of board members and volunteers for a session of thank-you calls.

"Hi [Name], I'm calling on behalf of [Organization]. I'm a volunteer/board member, and I wanted to personally thank you for your support this year. Together we've been able to [specific impact]..."

Voicemail or live conversation, they're both effective. And it's an excellent way to engage board members in fundraising.

P.S. If you decide to host a mini-gathering (see #1), these calls are a great opportunity to extend a personal invitation.

4. Send a "We Did This Together" Update

Create a simple, visual impact report — not your annual report, something lighter.

One page. Infographic-style. Pull-out quotes paired with photos and real numbers.

"With your support, here's what happened this year..."

High touch: Print a copy and send it in the mail with a handwritten sticky note on top.

Bonus: These one-pager style pieces are great to leave behind on donor visits or send as e-attachments to prospects (by staff or board).

5. Share the "State of the Organization"

A video message from your CEO or executive director. A live virtual gathering. A thoughtful email.

Share where things stand: what's working, what's challenging, what's coming next.

Donors want to know. When you do this, you're not just sharing information — you're reinforcing their partnership in the work.

High touch: Invite select donors for a one-on-one or small group meeting with the CEO or ED. Let them hear from leadership directly and ask the questions that are on their mind.

More Good News

These strategies aren't just for year-end. You can use them all year long.

Have you used any of these and seen them work? Other ideas I missed? I'd love to hear about it.

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Need help building a better donor experience? I work with a handful of small to mid-size organizations each year as an interim director of development (during leadership transitions) and short-term fractional fundraiser.

If you're ready to re-think your fundraising strategy and raise more, specifically from individuals, let's chat!

Learn more about me and my work at ​builttoraise.com and you can subscribe to my bi-weekly donor experience email ​here​.