How to plan your year-end fundraising campaign

The end of the year is a crucial time for charities to garner the funding needed to make an impact on their cause. On average, two fifths of charity donations are made between October and December due to the growing holiday spirit of generosity and the financial benefits of giving to charity at the end of the year.

 

In 2025, there are over 168,000 registered charities in the UK – and with the widespread knowledge that charity donations rise significantly at the end of the year, many use this time to make themselves known to new supporters and remind existing ones of the importance of their cause.

 

But this means that people become saturated with charity communications, as every organisation tries to stand out to forge and strengthen support. So, given these challenges, how can charities ensure success with end-of-year fundraising?

 

Drawing on insights from hundreds of successful campaigns run on iRaiser’s platforms, the guide ‘9 Steps to Plan Your End of Year Fundraising Campaign’ provides a structured, actionable roadmap to support you through every stage of your year-end fundraising journey.

 

Below, we outline the four key phases to planning your year-end fundraising campaign, as detailed in the guide.

 

 

Phase one: Prepare

 

When it comes to year-end fundraising campaigns, much of the success is in the preparation. That’s why it’s important to get started as early as June or July, giving you plenty of time to review past successes and build on them.

 

Features of a successful campaign that can make all the difference include a simple donation process, a clear and sincere communication style over multiple channels, using the right campaign format, and choosing tailored donation forms. The guide advises that the donation form in particular must be at the heart of your campaign, as the key conversion point that transforms interest into action.

 

Preparation means that you can pull all of this off seamlessly when the end of the year rolls around, as you already have a structured strategy for success.

 

“Beyond the campaign itself, it’s your relationship with donors that makes a difference,” says iRaiser. It’s key to remember this during the pivotal preparation phase.

 

 

Phase two: Launch

 

With effective preparation, you can now launch your fundraising campaign with confidence. This begins by pre-launching the campaign in early to mid-November to ensure your voice will be heard before the festive rush, maximising your chances of receiving donations before supporters are overwhelmed with other appeals.

 

Then, in early December, it’s time to proceed with your official launch. Step up the regularity of your communications to help get the word out, and don’t forget about key moments like Giving Tuesday and the middle of the campaign to help activate your audience.

 

 

Phase three: Optimise

 

This is the last phase of the live campaign, the time in mid-to-late December when charity donations usually peak. To coincide with the rise in donations, iRaiser recommends that you accelerate the campaign at this time by creating a sense of urgency, sharing your progress towards your goal, and maintaining a strong presence with communications.

 

 

Phase four: Follow-up

 

In January, when the campaign is over, it’s time to come full circle and analyse its strengths and weaknesses to help set the foundations for the coming year.

 

This is also the best time to thank the donors who contributed so meaningfully to your mission. Demonstrating the real-world difference the gifts have made shows your gratitude even further. At this stage, you can also give donors another opportunity to stay involved in the cause, for example through a regular giving programme or volunteering.