Short answer: Send your first year-end appeal on GivingTuesday (December 1, 2026) or in the first week of December, follow up in mid-December, and send a final reminder between December 29 and 31. Plan on three to five emails, plus one printed letter that lands in early December.
Email brings in a big share of year-end giving, and it works best as one part of your donor outreach across email, mail and text. In the M+R Benchmarks 2026 study, nonprofits received 37% of their 2025 online revenue in December, and the last week of the year alone brought in 10%. Those few weeks can shape next year's budget, which is why the emails you send at the end of the year are worth planning now.
Below are five year-end email templates. Each one comes with subject lines to test and a printed letter version for donors who still like getting mail. After the templates you'll find notes for adjusting each appeal by donor segment, plus a send calendar that runs from GivingTuesday to December 31.
Elevate your year-end campaigns with effective appeals
With such a busy year, you might not have had the opportunity to invite donors to give for the end of the year. Or, maybe you didn’t know how impactful year-end giving campaigns can be. Now that you know how much is donated at the end of the year, let’s look into who to reach out to, when to reach out, and what makes a successful year-end campaign.
Who should you send end-of-year email appeals to?
Ideally, you’ll be reaching out to all of your constituents with an end-of-year appeal. It’s important for your emails to be personalized with a donor's first name, but who has time to send out individual messages to each donor? That’s where a nonprofit CRM with built-in donor outreach comes into play. With easy segmentation and the ability to personalize mass emails, you can reach donors with personalized messaging that resonates.
The importance of segmenting
By dividing your supporter base into distinct groups based on factors like demographics, interests, and engagement level, you can deliver tailored messages that resonate on a personal level. This not only fosters a deeper sense of connection and loyalty among your donors but also allows you to target specific appeals to those most likely to respond positively. Moreover, segmentation makes sure that your efforts have the greatest impact. Essentially, it's a strategic approach that empowers nonprofits to engage their supporters more effectively and ultimately drive greater support for their causes.
When should you send end-of-year email appeals?
Start on GivingTuesday, which falls on December 1 in 2026, or in the first week of December. Follow up in mid-December, then send your last-chance email between December 29 and 31, when a lot of year-end gifts come in. The full schedule is in the year-end send calendar below.
Starting late? Don't skip it. An appeal on December 26 or 27, followed by a short reminder on December 31, still reaches the donors who give at the last minute.
What makes a successful appeal?
A successful year-end appeal is about more than just requesting a donation. It’s an opportunity to share the stories of your nonprofit and the communities it serves. It's a chance to actively engage your constituents, commemorate the accomplishments of your nonprofit over the past year, and articulate the vision for the year ahead.
Understanding your donor base is fundamental. Consider what motivates them to support your cause. Is it the tangible impact they can make, or perhaps the narratives of individuals you've assisted? These insights should be integrated into your year-end appeal letter. Utilize emotionally resonant storytelling to convey to donors that they are integral to a broader endeavor, not merely for financial support, but true partners in effecting meaningful change.
For more on writing the ask itself, our guide to fundraising appeals walks through structure, tone and follow-up.
End-of-year email appeal templates for your nonprofit
Each template below has three parts: two or three subject lines to test, the email itself, and a shorter printed letter version. Bracketed text like [First Name] is a merge tag or a spot for your own details.
*Please note that these templates are meant to be starting points, and you should customize them with specific details about your nonprofit organization and its initiatives. Make sure that all links provided in the templates are functional and lead to the intended pages on your website.
1. Email appeal template for recurring donors
This end-of-year template is great for your recurring donors, who have consistently given over the years. They’ve offered unwavering support, and you’re inviting them to help you finish your year off strong with one final year-end gift.
Subject: 🌟 Your Support Makes a Difference! Help Us End the Year Strong! 🌟
Dear [Donor's Name],
As we approach the end of another remarkable year, we want to take a moment to express our heartfelt gratitude for your unwavering support. Thanks to you, [Nonprofit Name] has been able to [mention specific accomplishments or programs]. Your generosity has touched countless lives and made a lasting impact on our community.
As we look ahead to the coming year, we have ambitious plans to [briefly mention upcoming initiatives or projects]. To bring these visions to life, we need your continued support. Your donation, no matter the size, will play a vital role in helping us achieve our goals.
Would you donate to [support specific action. Example: provide meals for families struggling this holiday season.]?
[Insert link to donation page]
Your support means the world to us, and together, we can continue to make a positive impact on the lives of those we serve. Thank you for being a part of our [Nonprofit Name] family!
Wishing you a joyful holiday season filled with love and warmth.
[Your Name]
[Your Title]
[Nonprofit Name]
[Contact Information]
Subject lines to test:
- [First Name], one more thing before the year ends
- What you made possible in 2026
- Will you help us close out 2026?
Printed letter version: Send this to loyal donors who have given for several years.
Dear [First Name],
You've been with us for a while now, and I don't take that for granted. Because of you, [Nonprofit Name] was able to [specific accomplishment] this year.
Next year we want to [upcoming initiative]. Before December 31, would you consider a year-end gift of [suggested amount]? It would [specific, concrete result].
You can use the enclosed reply card and envelope, or give online at [short donation URL].
Thank you for sticking with us all these years.
Warmly,
[Your Name]
[Your Title]
P.S. [One sentence about a person or moment from this year, tied to the ask.]
2. Year-end email appeal template for lapsed donors
This template is great for someone who has given in the past, but hasn’t given recently.
Subject: Celebrate the Season of Giving with [Nonprofit Name]!
Dear [Donor's Name],
As the year comes to a close, we reflect on the incredible journey we've had at [Nonprofit Name]. None of it would have been possible without past support from people like you. This past year we’ve [mention specific achievements or programs], and we are excited to continue this journey in the coming year.
This holiday season, we invite you to be a part of our mission once again. Your donation, no matter the size, will help us [briefly mention upcoming initiatives or projects]. Together, we can make a real and lasting difference in the lives of [mention beneficiaries or community].
Join us in changing lives - Give the gift of hope this holiday season.
[Insert link to donation page]
Your support is the driving force behind our success, and we are deeply grateful for it. Together, we can create a brighter future for all. Wishing you a season filled with love, joy, and meaningful connections.
Warm regards,
[Your Name]
[Your Title]
[Nonprofit Name]
[Contact Information]
Subject lines to test:
- We've missed you, [First Name]
- Here's what happened since your last gift
- Will you be part of this again?
Printed letter version: Mention the year of their last gift so it reads as a personal note.
Dear [First Name],
It's been a little while since we've heard from you, and I wanted to write to you personally. Your gift in [year of last gift] helped [specific result from that year].
A lot has happened since then. This year we [specific accomplishment], and in [next year] we're planning to [upcoming initiative].
I'd love to have you back with us. A gift of [suggested amount, close to their last gift] before December 31 would [concrete result].
There's a reply envelope enclosed, or you can give at [short donation URL].
With gratitude,
[Your Name]
[Your Title]
P.S. If something has changed for you, or if there's something we could have done better, I'd honestly like to hear it. You can reach me directly at [phone or email].
3. End-of-year email appeal template for volunteers, members, and recurring donors
This email is great for people who are actively involved in serving and supporting your nonprofit, like volunteers, members, or recurring donors.
Subject: Join Us in Making a Lasting Difference!
Dear [Donor's Name],
As we approach the end of this incredible year, we want to express our deepest gratitude for your steadfast support of [Nonprofit Name]. Together, we've accomplished so much, from [mention specific accomplishments or programs] to [highlight another achievement]. Your dedication to our cause has made all the difference.
Will you help us [ [briefly mention upcoming initiatives or projects]?
[link to donation page]
With your continued support, we can make an even greater impact in the lives of [mention beneficiaries or community].
Thank you for being a crucial part of our journey.
[Your Name]
[Your Title]
[Nonprofit Name]
[Contact Information]
Subject lines to test:
- Here's what your support added up to this year
- From all of us, thank you, [First Name]
- One more way to help before December 31
Printed letter version: Name the way they are involved in the first line.
Dear [First Name],
You already give so much to [Nonprofit Name], whether that's [volunteering at X, your membership, or your monthly gift]. Before the year closes, I want you to know what that added up to: [specific accomplishment] and [second accomplishment].
In [next year], we want to [upcoming initiative]. If you're able to make an extra year-end gift, it would go straight toward [specific use].
I've enclosed a reply card, and you can also give at [short donation URL]. If a gift isn't possible right now, please know that your time and support already mean a great deal to all of us.
Thank you,
[Your Name]
[Your Title]
4. Storytelling end-of-year email appeal template:
This email template is focused on storytelling and centering the community you serve. It gives a face to those your donors are helping. This appeal works great as an ask to all of your constituents.
Subject: Together, We've Made a Difference in [insert hero*]
Dear [Donor's Name],
[Insert individual or group that has benefited - the hero of your story*] struggled with [describe the pain point or problem of your hero] until they received [describe the solution or help from your nonprofit]. Because of your generosity, [nonprofit name] is able to help more people just like [hero] in our communities. For that, we are truly grateful.
Will you join us in continuing to [solution your nonprofit offers]?
Donate Now!
[Insert link to donation page]
Your support is invaluable, and together, we can continue to make a positive impact on [mention beneficiaries or community].
Thank you for being a beacon of hope and change.
Warm regards,
[Your Name]
[Your Title]
[Nonprofit Name]
[Contact Information]
Subject lines to test:
- [Hero's first name]'s year
- Meet [hero's first name]
- A story I wanted you to hear before the year ends
Printed letter version: The same story works on paper. Add a photo if you have permission to use one.
Dear [First Name],
When [hero's first name] first came to us in [month], [describe the problem in one or two plain sentences].
[Describe what your nonprofit did, in concrete steps.] Today, [hero's first name] [describe where they are now].
That happened because people like you decided to help. Right now there are [number or description of people still waiting] who need the same thing [hero's first name] got.
Will you send a gift of [suggested amount] before December 31 to help the next [person or family] who needs us?
Please use the enclosed envelope, or give at [short donation URL].
With thanks,
[Your Name]
[Your Title]
P.S. [Hero's first name] asked us to pass along a message: "[short quote, used with permission]."
5. Email appeal template to send the last week of December
This year-end email appeal template is meant to be sent out the last week of December. It’s an urgent reminder that this is their last chance to give before the year is over.
Subject: Time is almost up - Year-End Giving Opportunity!
Dear [Donor's Name],
As the year draws to a close, we are filled with gratitude for your support in [current year]. Through the generosity of our donors, we have [achievements or impacts].
We're reaching out once more to remind you about our year-end giving opportunity. Your generosity plays a vital role in [achieving a specific goal or initiative], and we truly appreciate you considering [nonprofit name].
You can make your contribution by visiting [insert donation link] or sending your gift to [mailing address].
Thank you for being a crucial part of our mission. Together, we can make a lasting impact in the year ahead.
Wishing you a happy new year,
[Your Name]
[Your Position]
[Your Contact Information]
Subject lines to test:
- Only [number] days left in 2026
- Last chance for a 2026 gift
- [First Name], before midnight on December 31
Printed letter version: A letter mailed in the last week won't arrive in time, so send this as a short letter or postcard around December 15. It works as the paper partner to your final emails.
Dear [First Name],
Before the year wraps up, I wanted to write to you. This year, [Nonprofit Name] [specific achievement], thanks to donors like you.
We're still [$ amount] short of our year-end goal of [$ goal]. A gift of any size before December 31 helps close that gap and lets us start [next year] ready to [upcoming initiative].
Gifts made online by midnight on December 31, or mailed with a December 31 postmark, count as 2026 gifts. You can give at [short donation URL] or mail a check to [mailing address].
Thank you, and happy new year.
[Your Name]
[Your Title]
Adjust each appeal by donor segment
One appeal sent to everyone is better than nothing. A few small changes by segment usually do better. Here's how to adjust the templates above for four common groups.
- First-time donors: Thank them for that first gift before you ask for another, and tell them what it did. Keep the ask close to what they gave. If their first gift came in the last month or so, send a thank-you and an update instead of an appeal.
- Monthly donors: Don't write to them as if they haven't given. Lead with what their monthly gift added up to this year, then offer one extra year-end gift or a small increase to their monthly amount. Template 3 is a good starting point.
- Lapsed donors: Use template 2. Name the year of their last gift, keep the ask modest, and plan a second touch if they don't respond. For a fuller plan, see our lapsed donor re-engagement playbook.
- Major donors: Leave them off the mass email at first. Call or meet with them in November, then follow up with a personal letter from your executive director or board chair that names a specific amount and project. The email templates work as a follow-up after that conversation.
Year-end appeal send calendar for 2026
Here's a simple schedule that uses all five templates. Shift the dates to fit your own calendar, but keep GivingTuesday, mid-December and December 29 to 31.
- Early November: Pull your segments, finish the printed letter and get it to your mail house so it lands the week after Thanksgiving (November 26).
- Week of November 23: Send a thank-you or impact update with no ask, so your first appeal isn't the first thing donors hear from you this season.
- GivingTuesday, December 1, 2026: Send template 1 to loyal donors and template 4 to everyone else (except major donors and anyone whose first gift came in the last month). Resend to non-openers a day or two later with a different subject line.
- Mid-December (December 14 to 17): Send template 3 to volunteers, members and monthly donors and template 2 to lapsed donors. Mail the short letter from template 5.
- December 29 to 31: Send template 5 on December 29 or 30, then a short final reminder on the morning of December 31 to anyone who hasn't given yet.
- First week of January: Thank every year-end donor within a few days and send their receipts.
Pair the emails with texts. A short text on GivingTuesday and another on December 31 catches people who missed the email, and our text templates include urgency and matching-gift messages you can adapt. If you want the whole campaign in one place, from segments to receipts, see how DonorDock supports year-end fundraising.
Customize and send bulk emails right from your CRM
Are you using a donor development platform that fits your needs and serves up actionable steps to help you cultivate better donor relationships?
With DonorDock you can easily segment donors and create marketing lists so that you’re connecting with your donors in a way that resonates with them. Easily send emails directly from your nonprofit CRM and take tasks off your plate with automatic thank you emails and receipts.
Nurture your donor relationships with DonorDock. An easy-to-use Donor Management Platform built for nonprofits like yours. When you're ready, see DonorDock in action.
