Year-end fundraising strategy for nonprofits starts long before December. Ben Cooley, CEO of Maxwell & Marie, joins this Global Edition to explain how nonprofits can turn the holiday giving season into a carefully planned revenue opportunity, not a last-minute fundraising scramble.
Ben’s message is wonderfully direct: “Your resources are in your relationships.” That means successful fundraising can’t depend only on an email blast sent when December arrives.
The planning begins with a business question: What exactly are you raising money for? Finance, operations and program teams need to establish the target and purpose before the creative team develops the story and campaign.
The conversation then moves into communication strategy—direct mail, email, text messages, personal calls, small donor gatherings and social media. Ben also urges nonprofits to design their stewardship workflow before the donations arrive: “Plan your thanking strategy.”
And there’s a significant timing issue. Ben cites a figure that 64% of online donations are made in the final two weeks of December, reinforcing why nonprofits need their campaigns ready well before donors reach peak giving mode. For organizations looking for a benchmark, he suggests one possible target of approximately 10–15% of the operating budget, connected to a clear program objective.
The Santa hats may be having some fun, but the business lesson is serious: by December, your fundraising strategy should already be moving.
Key Takeaways
Begin internal year-end campaign planning well before the holiday season.
Tie the fundraising goal to a specific, understandable program outcome.
Build a coordinated campaign across direct mail, email, text, social and personal outreach.
Treat relationships—not technology—as the underlying fundraising asset.
Design the donor thank-you and follow-up journey before gifts begin arriving.
Track outreach volume and conversion rates alongside total dollars raised.