10 EOY Appeal Considerations for 2025

As summer winds down, it’s  time to get serious about your end-of-year (EOY) fundraising appeal. An estimated 30% of giving to nonprofits takes place in December– with 10% in the last three days of December. For many nonprofits, it’s the single largest revenue opportunity of the year- but success doesn’t happen by accident. It takes early planning, clear strategy, and an honest assessment of your team’s capacity.

Before you dive in, here are ten considerations to guide a strong and sustainable EOY campaign:

1. Assess Your Capacity

With staffing shifts and leaner teams across the sector, it’s essential to be realistic about what you can take on. Start by evaluating your bandwidth so you don’t overcommit.

2. Set Clear Goals

Look back at previous EOY campaigns. Did you meet or exceed your goals? If you’re running your first, start with a modest target. You can always raise the bar if momentum builds.

3. Choose a Cohesive Theme

A theme gives your campaign a narrative thread that ties messaging together and makes it more memorable for donors. Remember, yours is likely not the only appeal they are receiving. Tell a good story in a way that will catch their attention!

4. Engage Board Members and Volunteers

Even if you are a small team, you don’t need to shoulder the campaign alone. Ask board members, volunteers, and even key funders to help extend your reach and lighten the lift. Thank you phone calls are a great job for board members, and a wonderful way to deepen connections with your donors.

5. Leverage Matching Opportunities

Matching gifts can be a game-changer. Invite a major donor or board member to provide a match—this strategy consistently boosts both participation rates and average gift size.

6. Weigh the Political Climate

2025 has been a year of upheaval for many nonprofits. Give careful thought to the place of politics in your messaging, and have a serious conversation with the other decision makers in your organization before you commit. You may choose to remain neutral, acknowledge it in context, or, depending on your mission, take a stand.

7. Tap Into Giving Circles

Giving circles are powerful– and growing– vehicles for collective philanthropy. Research giving circles that align with your mission and reach out with compelling impact stories to spark collective action.

8. Collaborate with Creators

Partnering with creators or influencers on platforms like Instagram, TikTok, or LinkedIn can introduce your cause to new audiences. A trusted voice adds both credibility and reach. Before seeking out new influencers, start by checking whether any are already following or engaging with your organization on social media- those existing connections can be the easiest and most authentic to activate.

9. Engage Corporate Partners

Existing corporate partners, or board members with corporate ties, can help expand your reach. Ask if they’ll circulate your campaign internally to employees, who may become new donors. Some corporations offer additional matching incentives on Giving Tuesday; be sure your donors are set up to participate.

10. Plan Your Channels

Email, phone calls, direct mail, or text messaging- pick the channels that align with your audience and your capacity. Then, build your communications calendar around them.

The strongest EOY campaigns aren’t just about raising money- they’re about building deeper relationships and positioning your organization for the year ahead. Start early, plan intentionally, and make sure every message ties back to impact.