%20(2).png)
Book before my schedule fills!
Ready-To-Send Year-End
Your biggest year-end starts now
Year-end is where most of your annual revenue is won or lost. And now you can have an expert with nearly 20 years of experience build the whole campaign for you — written for your nonprofit and ready to send.
An email and a prayer isn't a strategy
Year-end sneaks up. By late November there's no time left to do it right, so you send one appeal — maybe a letter — and hope. Then the number comes in flat, and you wonder what happened.
Here's what happened: a single, rushed ask can't do the work of a real campaign. The nonprofits that grow their year-end revenue don't write a better last-minute email. They start early and show up more than once — a planned series, the right message to the right donors, across email and mail.
You can't build that in December. The time to start is now.
What a real fundraising campaign can do
A human services agency in Los Angeles — one that helps people get back on their feet — came into the summer of 2025 in trouble. Their spring appeal normally raised $30,000–$40,000. That year it collided with the Southern California fires and brought in a few thousand dollars. Layoffs were on the table.
So in July — off-season, when no one's "supposed" to be fundraising — I built them a real campaign. A seven-email series, segmented by donor type and re-sent to everyone who didn't open. A direct-mail letter that didn't hide the truth: we need help, now. Social to match. And a push on DAF and QCD giving that turned a donor who'd given only $400 over several years into a single $10,000 gift.
I had to fight for it. I laid out all the reasons to do a multi-channel efforts - digital and print - despite the CEO telling me that mail no longer works. The results speak for themselves.
$110K+
raised — nearly triple their regular spring revenue, in their hardest season
75%
of gifts came in through mail — and 100% of 4- and 5-figure gift were received by mail, too
$400 to $10K
an incredible increase from one donor after the DAF/QCD push ... because giving options matter
Through my expertly planned strategy, the layoffs didn't happen.
What a full year-end campaign can include
Every campaign starts with a core email series; from there we build out a strategy that works within your budget and capacity level. You only pay for the components you can use.
-
A Giving Tuesday mini-campaign — a multi-week lead-up sequence through Giving Tuesday
-
An impact story email — one real story, no ask, sent before the campaign so the ask lands warmer
-
A Thanksgiving gratitude card — print-ready, arrives before the asking starts
-
Segmentation — your monthly donors, members, and volunteers get messaging written for the relationship they actually have with you, and I sort out the hierarchy when someone falls into more than one group
-
Campaign-specific gift acknowledgment letter and donation page text
-
Social posts to carry the message across channels, with Canva templates for the images
-
A print appeal — a direct-mail letter
-
A best-practices guide, built around the pieces you ordered
What a done-for-you year-end campaign costs
Most campaigns land in one of three shapes. Each one is still built for your organization — these are starting points, not boxes, and you never pay for a piece you won't use.
Want something that isn't on this list? Extra emails, another segment, a piece on its own — I'll quote it. These three are the common shapes, not the only ones.
Digital Essentials - $1,500
One campaign, done properly, in the month that matters most. With the Digital Essentials package, you get:
-
Seven year-end emails, built to escalate — with the last of them landing December 29, 30 and 31, the days that consistently out-raise everything else on the calendar
-
A best-practices guide telling you who from your organization each email should come from, and what day and time to send it — because the right appeal from the wrong sender at the wrong hour underperforms
-
A/B test-ready subject lines — two included with every email, so you finish December knowing something about your donors you didn't know in November
If you're running a formal year-end campaign for the first time, this is likely the package for you.
Digital Complete - $3,500
For the organization ready to go big this year — the whole giving season, not just December. You'll get everything in Digital Essentials, plus:
-
A six-email Giving Tuesday campaign — including the closing-hours email on the day itself, reliably one of the strongest sends of the year and the one most organizations never send
-
An impact story email between the two campaigns — a feel-good stewardship piece that clears the palate between asks, and can encourage an additional gift before year-end, especially with the urgency your December copy carries
-
Donation page copy that continues the appeal instead of interrupting it — the same voice and feel your emails are carrying, so nothing breaks at the moment someone decides to give
-
A gift acknowledgment built on gratitude, with the tax-compliant language in the footer where it belongs — because how you thank someone for one gift goes a long way toward determining whether there's a second one
If you're running Giving Tuesday and year-end, this is the package that makes them work together instead of competing.
Multi-Channel Full Season - $5,250
Email, mail, and social, working together through the entire season. You'll get everything in Digital Complete, plus:
-
A direct-mail appeal — written the way mail actually works, which isn't how email works. In one recent campaign I built, mail brought in 75% of all gifts and every single four- and five-figure gift
-
A Thanksgiving card that arrives before anyone has asked for anything, and sits on a counter for weeks while people decide where their year-end giving goes
-
Social posts timed to your email series, with Canva templates so nobody's hunting for something to post at 8pm
-
A segmented series for your monthly donors or other important segment — shorter on purpose, written for people who are already giving every month and shouldn't be asked like they aren't
Print costs and mailing are handled on your end. If you've done a mail appeal before, you know the drill. If not, Digital Complete gets you most of the way there.
Let's make sure it's a fit
This works best for organizations that:
-
Raise $30,000 or more in a typical year-end campaign
-
Send email regularly, with 1,000+ people on the list
-
Have at least one client story you can hand me — written down, or in a staff member's head
If that's not you yet, say so on the call. I'll tell you straight whether this is worth your money right now.
Start now, before the year-end season hits
I build these before the season, not during it — and I take only a handful of year-end campaigns each year so each gets my full attention. To have yours ready in plenty of time, we start asap.
Reserve by September 15 and I'll also build your Bonus January Donor Stewardship Plan — tailored thank-you copy, handwritten-card language, and call scripts to keep the donors your campaign brings in.
How your year-end campaign comes together
01
Book a free call
We make sure it's a fit and talk through your mission and goals.
02
I map your campaign
Calendar, donor segments, and messaging across your end-of-year push.
03
I write everything in your voice
Once you approve your campaign map, I get to writing and deliver your first draft for review.
04
You get a ready-to-send campaign
Once edits are complete, you load and schedule your campaign.
Make this your most profitable year-end yet
Year-end is when your donors give most — the single biggest revenue window on your calendar. It's too important to meet with a rushed email and crossed fingers.
Let's build yours.
Meet Liz
Hi — I'm Liz Morton, founder of The Objective Good. For nearly 20 years I built fundraising programs from the inside, at respected organizations like Braille Institute and Meals on Wheels Orange County. I know what it's like to run year-end on a small team with too much on your plate — because I've done it.
I'm not a consultant who hands you a strategy and walks away. I do the work myself: the appeals, the segmentation, the campaign that actually goes out the door. Individual giving is my specialty, and as a Certified Specialist in Planned Giving, I help you capture the gifts most nonprofits leave on the table.
When we work together, you get me — senior-level experience, writing every word, built around your mission.
Learn more on LinkedIn.