Making Year-End Giving About the Donor: Why You Should Be Writing ‘You’

Year-end giving is upon us and is one of those golden opportunities in nonprofit fundraising. Donors are in the mood to give, and many are looking for ways to make a meaningful impact before the year ends. But here’s the key to unlocking those donations: It’s not about you—it’s about them.

Too often, year-end appeals focus too much on the organization’s needs, goals, or programs. But the truth is, donors want to know how they’re making a difference, not just what your nonprofit needs to survive. That’s where shifting from “we” to “you” makes all the difference.

Why “You” is the Secret to More Effective Appeals

Let’s be honest: Donors are bombarded with requests at year-end. If you want your appeal to stand out, it’s crucial to make it feel personal. And nothing makes it more personal than focusing on the donor’s impact.

Instead of:

• "Our programs rely on donations like yours..."

• "We need your help to continue providing services..."

Try:

• "You can provide a warm meal to a family this winter."

• “Your support will help us reach our $10,000 goal and provide critical care to those in need.”

By focusing on the donor's contribution, you’re making them feel like they’re part of the solution. They’re not just giving money—they’re playing a key role in changing lives.

Writing Year-End Appeals with Donors in Mind

1. Put the Focus on Their Impact

   Skip the general appeals for help and get specific about what their donation will accomplish. It’s not about your goals—it’s about what they can achieve by contributing.

   Example: “Your $50 donation will provide meals for 10 families this holiday season.”

   
   

2. Make It Personal

   Donors want to feel seen and appreciated. Instead of writing about your needs, write about their generosity: “Because of you, we were able to…” or “Thanks to your support, families will…”

   
   

3. Be Specific About the Need (But Keep It Donor-Focused)

   It's easy to get caught up in the numbers, but donors want to know exactly how their contribution makes a difference. Frame it in a way that shows their role: “With your help, we can reach our $10,000 goal and provide 100 families with the resources they need this winter.”

   
   

4. Tell a Story They Can Connect With

   Stories are powerful tools for showing the impact of a donation. Share a real-life example of how a donor’s support has directly benefited someone—then tie it back to their contribution.

   
   

5. Thank Them in Advance

   Acknowledge your donors before you even ask. Gratitude goes a long way. “We’re so grateful for your continued support” shows them that you value their involvement, whether they give or not.

Make Your Ask Personal and Specific

Don’t just end with a generic “donate today” button. Wrap up with a call to action that makes the donor feel like they’re taking part in something meaningful. Use phrases like:

• “Help us reach our goal—together, we can make a difference.”

• “Will you join us in providing critical care this winter?”

Final Thoughts: It’s All About the Donor

When you make your year-end appeals donor-centered, you’re not just asking for a donation—you’re building a relationship. You’re showing your donors how much they matter to your organization and how their gift can change lives. And that’s what makes year-end giving so powerful.

So, as you plan your year-end campaign, ask yourself: How can I make this about the donor? When you do, you’ll see better results, stronger donor relationships, and more support for your mission.

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I'm Liz. I help nonprofits raise more money with less stress—so you can stay focused on the work that matters. You don’t have to figure out fundraising alone. Let’s talk.