Year-end appeal letter samples for every channel (free templates!)

When the holiday season is in full swing, gratitude and generosity take center stage—not only for friends and loved ones, but also for nonprofits. With 17–33% of annual giving happening in December, what you say (and how you say it) really matters.

In this guide, you’ll learn how to craft an impactful year-end appeal, personalize it for different donor groups, and adapt one clear message across every channel. You’ll also get free, ready-to-use samples shaped by real nonprofit insights to help you finish the year strong.

Key takeaways 

• Don’t skip the year-end appeal 💸 With 17-33% of annual donations happening in December and nearly half of online year-end revenue coming in the final week, a strategic appeal can make or break your fundraising efforts.
  
• Lead with personalization and segmentation 👥 The most successful fundraising campaigns use donor data to customize messaging, suggest gift amounts, and personalize outreach based on giving history, interests, and engagement level.
  
• Make campaigns multi-channel 💌 Show up everywhere your donors are, including direct mail, email, text, and social. A consistent message across several touchpoints drives much higher conversion than a single send.
  
• Be clear and urgent 💪 Specific, outcome-focused goals (like "Help 200 families stay warm by Dec. 31") paired with deadlines, matching gifts, and countdowns create compelling reasons to give now.
  
• Make donors the stars ⭐ The best appeals position donors as heroes solving real problems, using vivid, concise stories that show impact rather than just describing needs.
  
• Do it all in one place with Givebutter 🧈 Manage donor segmentation, send branded emails, create QR codes, automate thank-yous, and even mail physical letters right inside your Givebutter dashboard for a seamless year-end workflow.

Download your free year-end appeal letter templates 

Use these year-end appeal letter, email, text, and social media templates to lay a strong foundation for your own fundraising appeal campaign and bring in more funds to your mission than ever before.

Freebie alert!

Download your free year-end appeal templates →

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💪 Pro tip: With Givebutter’s free scan-to-donate feature, you can create a QR code to add as an image in your letter that goes right to your Givebutter donation form or fundraising page. Smooth as butter!

How to write the best end-of-year appeal letters to your supporters  

Your year-end giving letter should feel personal and inspiring if you want it to convert. Here’s how to craft a standout end-of-year donation letter that catches donors’ attention and motivates them to give.

1. Know your audience & segment 🔎

To write a letter that works, start by understanding who you’re sending it to and what messages will resonate best. As Nonprofit Email Consultant Katelyn Baughal explains:

Reaching out to people based on their past giving history, behaviors, or interests—and ensuring [your outreach] is relevant—is going to increase your overall campaign performance. 

Use your CRM to:

• Group your donors strategically: Consider segmenting your donors by LYBUNT/SYBUNT status, recency of last gift, average gift amount, stated interests, volunteer involvement, or giving frequency (monthly vs. one-time).
  
• Personalize every touchpoint: Include the donor's name, reference their last gift amount with impact language (e.g., "Your $100 helped…"), and suggest a donation amount that aligns with their giving history.
  
• Match your channel to the donor segment: Major donors might respond best to personal phone calls or letters followed by individualized emails, while small-dollar donors are often more effectively reached through mass email or SMS. 

2. Choose a theme, a clear goal, and your timing 🎯

December is the busiest giving season of the year, so you want to make your campaign stand out. The best way to do this is through your theme, goal, and timing:

• Pick a theme: While not required, a theme can guide your campaign direction and make it more memorable.  But don't worry, it doesn’t have to be complicated or completely unique. If you’re unsure where to start, lean into the giving season itself!‍
• Set a clear goal: Instead of picking a random amount of money to raise, define the why behind your goal. For example, ask supporters to “Help 200 families stay warm by Dec. 31.” This gives supporters a clear picture of the impact they can make. You can also add a donor participation goal (e.g., “500 donors by 12/31”) to rally smaller gifts.‍
• Consider timing: Launch after Giving Tuesday so your year-end appeal doesn't overlap. In mid-December, remind supporters of your goal, and make one final push in the last 24–48 hours.‍
• Create a sense of urgency: Emphasize the tax-deductible deadline (Dec. 31) and include limited-time matching gifts, challenge grants, or countdowns to motivate donors to act now.

3. Lead with one donor-centered story 📖

Your mission and impact should always be part of your fundraising strategy, but your donors should feel like they’re the heroes of the story. Be sure to:

• Open with a vivid, specific moment: Hook readers immediately with a powerful example of your mission in action.
• Note the problem: Explain how the story you shared connects to a greater problem your organization is working to solve. 
• Make donors the solution: Position donors and their gifts as the crucial piece to fixing the issue and making change possible

💪 Pro tip: No matter what story you tell, keep it short, to the point, and easy to read. Use bold words, bullets, and copy at a middle-school readability level to engage readers start to finish.

More to explore

Learn how to craft a nonprofit impact report →

4. Make the ask unmistakable (and easy) 💌

Your supporters could donate at any point in the year, but you want them to act now. Give your fundraising appeal context and urgency to motivate your supporters—and make it simple to take action:

• Only use one CTA: It can be tempting to ask donors to follow you on social media or sign up for your newsletter in addition to giving, but for year-end appeals, stick to one major ask, like “Give by Dec. 31.” 
• Offer suggested amounts: Take the friction out of donating by suggesting amounts tied directly to outcomes (e.g., $50 = 1 month of supplies).
• Give donors multiple ways to give: Include monthly giving as a default or secondary option, highlight matching gifts, and offer multiple payment methods like Apple Pay, Google Pay, Cash App, and PayPal.

Dive deeper

Learn how to ask for donations with tips from real nonprofits →

5. Polish, send, and follow up ✉️

Congrats! Your appeal is ready to go. Before you hit send, triple-check your materials and make sure each detail is optimized for maximum engagement.

• Review everything: Check subject lines, preview text, hero images, and CTA language and placement to be sure they’re donor-focused and designed to convert.
• Create a multi-touch approach: Coordinate a cadence of outreach—direct mail, emails, social updates, and SMS nudges—all connected by a consistent message, without overwhelming your audience.
• Send thank-yous: Ensure every donation immediately triggers an automatic receipt and heartfelt thank-you within 48 hours. 
• Follow up: After the campaign wraps, reach out again in the new year to share a quick impact update and show supporters how their gifts made a difference.

End-of-year appeal letter samples by format 

Use our end-of-year appeal copy samples—including for email, text, letter, and social—so your outreach is ready to go for every channel.

Year-end appeal letter sample 💌

This classic end-of-year appeal example still converts exceptionally well for year-end campaigns and is perfect for telling a fuller story and creating a tangible touchpoint with donors.

⭐ Best for: Major donors, longtime supporters, and audiences 50+

📝 Example:

Dear Jamie,

The new year is almost here, and at Paws & Reflect, we're gearing up for an action-packed 2026. But before the ball drops, we're also taking a moment to reflect on the impact we've made together these past 12 months.

Thanks to your generous donation of $500, we’ve been able to continue our mission of rescuing abandoned animals and finding them loving forever homes. You’ve helped us save 487 dogs and cats from high-kill shelters, and we're incredibly grateful. We couldn’t do this without you!

The holiday season is critical for nonprofits like ours. As we head toward the end of the year, it's our last opportunity to ask for donations to keep our work going in 2026 and beyond. In the spirit of the holiday season, I'm writing to ask a favor:

Can you contribute $100 to our year-end campaign?

You can donate online at givebutter.com/pawsandreflect or mail a check in the enclosed envelope (no stamp needed!). And great news—the Collar Scholars Foundation is matching all gifts up to $25,000 through December 31, so your impact doubles!

Our goal is to raise $50K before the end of the year. Your donation will help us rescue 200 more animals in the first quarter of 2026, provide critical medical care, and cover the cost of spay/neuter surgeries.

Thank you for being part of the Paws & Reflect family. We appreciate all your support throughout our time together.

Wishing you a wonderful rest of the year and a joyful 2026!

Barb Fetch

Barbara "Barb" FetchExecutive Director

Year-end appeal letter email sample 📧

An end-of-year appeal email is one of the quickest, most cost-effective ways to reach supporters and inspire last-minute gifts. Use this format for broad appeals to engage your full donor base.

⭐ Best for: All donors, lapsed donors, and newsletter subscribers

📝 Example:

Subject line: Be a part of the change for 2026

Dear Jamie,

What a year! The past 12 months have been full of growth and impact for Charm Rescue—and it’s all thanks to your support.

In 2025, we were able to:

• Rescue 487 dogs and cats from high-kill shelters
• Facilitate 412 adoptions into loving forever homes
• Provide 1,200+ vet visits, including life-saving surgeries

This season is critical for nonprofits like ours. I'm asking for your financial support once more before the ball drops, so we can keep this momentum going in 2026.

Can you contribute $100 to our year-end campaign?

👉 Donate now → 

Our goal is to raise $50K before the end of the year. Your gift will help us rescue 200 more animals in early 2026 and provide critical medical care.

We’re so grateful that you continue to stand up for animals who can't speak for themselves. We couldn’t do this without you!

Here’s to an action-packed 2026!

Barb Fetch

Executive Director

Year-end appeal social media sample 🤳

This shareable, visual approach helps extend your reach beyond your current donors to their networks. Keep it concise, compelling, and optimized for mobile scrolling!

⭐ Best for: Reaching new audiences, engaging younger donors, and peer-to-peer sharing

📝 Example:

We're taking a moment before the ball drops to reflect on the impact we've made together in 2025. 💛 

Please donate to our end-of-year campaign so we can keep rescuing abandoned animals and finding them loving forever homes in 2026! 

We need to raise $50K by Dec. 31. Thank you for making a difference in the lives of dogs and cats who deserve a second chance! 🐾

Donate today using the link in our bio! 

Year-end appeal text sample 📱

An immediate and personal approach, text should be used sparingly to create urgency and drive quick action from your most engaged supporters.

⭐ Best for: Urgent appeals, deadline reminders, and highly engaged mobile-first donors

📝 Example:

Hi Jamie, 

Thanks to your support in 2025, Charm Rescue saved 487 dogs and cats from high-kill shelters! Now, we need your help to make an even bigger impact in 2026.

Please consider donating to our year-end campaign before the ball drops. Thank you, and Happy New Year! 

Give now 👉 https://givebutter.com/charm-rescue

Year-end appeal website sample 💻

Your website is your campaign's home base—where all channels should drive traffic. It's also where donors complete their gift, so make it clear, compelling, and optimized for conversion.

⭐ Best for: The destination for all your appeals

📝 Example:

Help Paws & Reflect keep our mission growing in 2026!

The past year has been full of growth and impact for Charm Rescue, and it's all thanks to the support of our incredible community (that’s you!).

In 2025, we were able to:

• Rescue 487 dogs and cats from high-kill shelters
• Facilitate 412 adoptions into loving forever homes
• Provide 1,200+ vet visits, including life-saving surgeries

This time of year is critical for nonprofits, and we're asking our community to step up once more so we can build on this momentum in 2026. Will you help us?

You can make a donation of any amount below or mail a check to: 

Charm Rescue
1234 Bark Avenue
Dogwood Springs, OR 97401

Our goal is to raise $50K before the end of the year. Your donation will help us rescue 200 more animals in the first quarter of 2026 and provide critical medical care.

Thank you for standing up for animals who can't speak for themselves!

Dive deeper

Write an annual appeal letter that converts with our free template →

Your year-end appeal timeline 

Here’s when to send your end-of-year appeal letters and emails—and when to start thinking about all the steps that happen before you hit send:

• 6–8 months out: Evaluate past campaigns 📊 Review what worked and what didn’t last year so you can make improvements.
• 4–6 months out: Start planning your campaign 💡 Segment your donor list, talk to direct mail partners, and define your key message.
• 2–3 months out: Finalize your campaign ✏️ Make any final adjustments to your theme and message, and prepare materials.
• One month out: Check in with your team ✔️ Speak to your internal team and external partners to make sure everything is ready.
• Nov. 6: Send your first email ✉️ Schedule your first email to hit your supporters’ inboxes.
• Nov. 13: Mail your year-end appeal letters 📫 Aim to have your direct mail campaign land with your supporters in early to mid-December.
• Nov. 20: Send a second email 📧 Follow up on your first email and direct mail campaign with another angle or reason to give.
• Dec. 4: Run your phone or SMS campaign 📱 Get on the phone and speak to supporters or send your scheduled SMS campaign.
• Dec. 28: Send a reminder email 📩 Remind your supporters why now is the time to give, and promote your online giving options.
• After New Year’s Day: Send thank you letters 🤗 Reach out to your donors with a thank you letter. Include their name and gift amount to make it feel personal.
• Jan. 8: Celebrate your successful campaign 🎉 Get together with your team to celebrate your achievements—whether that’s hitting your fundraising goal or re-engaging donors for the year ahead.

💪 Pro tip: When creating your appeal timeline, make sure not every message includes an ask. As Katelyn says,

I always say to follow the 80/20 rule: 80% of your emails throughout the year should be providing value, like stories or impact reports, and 20% should be asking for a donation.

More to explore

Discover how to supercharge donations with this year-end giving checklist →

Make this your best year-end appeal yet with Givebutter

The final weeks of the year are your moment to shine. With the right plan, message, and tools, your year-end appeal can inspire generosity, strengthen donor relationships, and set your nonprofit up for success in the year ahead. 

With Givebutter, you can do it all in one place, from branded emails and text messages to personalized letters, QR codes, and automated thank-yous. So go ahead and put your plan into motion because your story, your donors, and your impact deserve to end the year on a high note.

And with Givebutter Plus, you can go even further: access advanced email editing tools for eye-catching appeals, custom workflows that automate repetitive work, and direct mail discounts that turn snail mail into scale mail.

Create your free Givebutter account today to unlock best-in-class fundraising features that make giving a more engaging experience for both you and your supporters.

FAQs about end-of-the-year appeals

What’s the best time to send an end-of-year appeal?

The best time to send an end-of-year appeal is in early November, but peak giving happens in mid to late December. In fact, the last three days of the year account for 10–20% of all year-end revenue!

How long should a year-end appeal letter be?

A year-end appeal letter should only be 1–2 pages (or 400–600 words for email). Supporters are busy during the holiday season, and no one wants to get bogged down with too much information.

Who should receive a year-end appeal?

Send your year-end appeal to specific segments like:

• Current donors (both recent and lapsed)
• Recurring donors
• Newsletter subscribers and event attendees 
• Volunteers and board members 
• Donors who gave last December

How does Giving Tuesday impact end-of-year appeals?

Giving Tuesday, the Tuesday after Thanksgiving, kicks off the year-end giving season and primes donors to be charitable. 

While Giving Tuesday and your year-end appeal can share the same theme, think of them as complementary campaigns. Use Giving Tuesday to spark engagement, then build on that momentum through December with a dedicated year-end appeal.

What are some good end-of-year appeal subject lines?

Here are a few strong end-of-year subject line ideas:

• "72 hours left to make your 2025 tax-deductible gift"
• "[Name], your gift could change everything by December 31"
• "Just $50 stands between a family and hunger this winter"
• "Don't miss your last chance to double your impact"
• "Before the ball drops, can we count on you?"

What are the best year-end appeal themes?

Some of the best year-end appeal themes include:

• Reflection and gratitude: Celebrate your nonprofit organization’s accomplishments and thank donors for making them possible.
• Hope and new beginnings: Frame giving as an investment in what's possible in the year ahead.
• Urgent need: Highlight gaps that must be filled before the year ends to continue vital operations.
• Matching gifts: Emphasize that December donations can be doubled or tripled through matching programs.
• Tax deadline: Remind donors of the December 31 cutoff for tax-deductible contributions.