As summer fades and autumn rushes in, the holiday season—and 2025—are just around the corner.
It’s time to gear up for the bustling season of year-end giving campaigns. Now is the perfect moment to assess your marketing plan, review your data, and fine-tune your donor information.
Let’s begin with a critical element: your mailing list.
Get Your Mailing List Ready
The bulk of annual donations often happens in December, so it’s crucial to ensure your appeal reaches donors with enough time for them to respond. To start, send out a simple postcard to your current list of donors during the summer. This will not only remind them of your cause but also help you clean and update your list before the year-end push.
When mailing standard or nonprofit rate, you can add the “Address Service Requested” endorsement to the address panel to get updated addresses or undeliverable items sent to you.
Review and Update
Check your list to make sure all new donors from this year’s campaigns are included. Make sure no last-minute additions are overlooked, as the list must be finalized before processing. Don’t forget to eliminate any duplicates! Consider postal discounts based on list size and mailing method—whether first class, standard or nonprofit.
Mailing Details
Are you using your own indicia or ours? If you’re a nonprofit, be sure you’re registered with the postal service for either option. Collaborate with your direct mail service provider to navigate these details and take advantage of cost-saving opportunities.
Make Your Appeal Personal
Personalization is key. Tailor your message to resonate with your donors. For example, if someone has previously supported athletic programs, highlight those programs’ successes and share stories of the kids who benefited. People are drawn to success and want to contribute to it.
Share Your Vision
Include a “Year in Review” in your mailing. Showcase success stories, completed projects, and the impact on beneficiaries. For organizations working with children or animals, featuring them on the outer envelope can increase open rates.
Targeted Mailings
If you plan to reach out to 1,000 donors, consider personalizing your content. Tailor letters and images to match each donor’s interests, such as featuring children’s sports or other relevant visuals. We can help you create a program that matches content and imagery for a more effective campaign.
The time to start is now. If you need help brainstorming or executing your year-end giving campaign, give us a call. We’re here to assist and ensure your campaign shines.
That’s what we do best!