How to structure the perfect year-end message

The season of giving is upon us, and it’s the perfect time to meet — or exceed — your nonprofit’s 2021 fundraising goals. It’s also a moment to think back on what you accomplished, thank your supporters for their help, and set your sights on your goals for 2022.?

Your organization’s year-end message should encompass the season’s spirit of gratitude, celebration, and reflection while also propelling you into a new year and new feats. To help you make the most out of the remaining weeks of 2021, we’ve outlined five key elements for a successful year-end message:

1- Make it personal

Before you start writing, take stock of the different segments in your audience and tailor a different version of your letter to appeal to each one. Adapt your tone and content so that each recipient feels like you are speaking to them as an individual instead of a name on your mailing list.?

2- Tell a story

What was your organization’s highlight this year? Start your letter off on a high note with a compelling account of how you overcame a challenge or how a beneficiary’s life was made better thanks to your donors’ support. A great story will make your year-end message more memorable, showcase your impact, and appeal to your audience’s emotions.

3- Give thanks

Words matter! Don’t wait until the very end to thank your donors for their support. Fill your letter’s text with words and phrases expressing gratitude and appreciation.

4- Say it with pictures

A great image will capture your audience’s attention and drive their emotional connection to your story and organization. Choose content that adds a human element to your text and effectively communicates what your nonprofit is all about.

5- Don’t be afraid to ask

Let your supporters know what your goals are for the coming year and ask for their help in making them a reality. Tailor your call to action to each segment and state it clearly and honestly.

Do you have any tips for a successful year-end message? Join the conversation by using the hashtag #MovingForward or sharing your thoughts in the comment section.

• Diane Wallace Booker, Executive Director and Vice President of US Dream Academy, talked to Lisa Osborne Ross on the power of storytelling for bringing people together around a common goal and what the future looks like for women and BIPOC in nonprofits.?

• Mary Gladstone-Highland, CEO at Spark Consulting Group, shared some advice for nonprofit leaders on the importance of proactivity for a successful 2022.

• Louis Diez, Executive Director of Annual Giving at Muhlenberg College, outlined a list of questions that nonprofit leaders can ask themselves to help simplify complexities for their organizations.??

• Americans donated 2.7 billion on Giving Tuesday: Nonprofits received donations from over 35 million Americans — a 9% increase from 2020 — for Giving Tuesday.?
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