Hello,

Do you pour energy into attracting donors—on Google Ads, social media, DAF databases,  and events —yet you are unable to consistently engage them in your newsletter?

Does your newsletter rhythm look something like this?

If yes, hear me out. While it is a fact that donors give more in Q4 than any other time of year—I have often wondered if it's solely because it is the end of the year or partly because we communicate a lot more in Q4. 

In any case, the “email drought followed by a flood” leaves money on the table throughout the year and risks exhausting your supporters right when you need them most at year end.

Here’s the good news: you can fix it before December 31.

Email marketing experts say nonprofits that perform well in year-end fundraising send about 12 emails between Giving Tuesday and December 31. That’s nearly one every three days.

Now, I’m not saying you should jump from quarterly emails to 12 in December if you have not been consistent throughout the year but this stat proves a point: donors are not scared off by more frequent communication—if it’s consistent, valuable, and well-timed.

Here is your roadmap for Q4

If you fall in this category, here’s a simple roadmap to ramp up your emails without overwhelming your readers. Adapt it and make it your own.

1. September: Reset the relationship - 1 email

a) Late September: If you normally send quarterly, add a short end of September message right now. Instead of waiting for the “big annual report,” share a small win. A milestone reached, a family served, a project completed. 

Think simple: a quick update, one strong photo, or a heartfelt thank-you. This reopens the door before year-end.

Let your readers know why they’ll hear from you more often: “Over the next few weeks, we’ll share more stories and updates so you can see the impact you’re making possible.” When you frame it this way, more communication feels like added value—not spam.

2. October: Build Engagement & Preview Year-End - 2 emails

a) Early October: Share a behind-the-scenes moment showing the real, unpolished work happening day-to-day. A snapshot from the field or a quick volunteer story makes donors feel connected.

b) Late October: Give a preview of planned events for the season. Example: “Here’s what’s ahead this holiday season—and how you can be part of it.” Include a sneak peek of Giving Tuesday, special campaigns, or upcoming galas/celebrations.

3. November: Launch Fundraising Campaign: 3 emails

a) Early November: Share a recap a recent gala/event with photos, highlights, and donor thanks. Include more information about upcoming events to keep excitement high.

b) Thanksgiving Week: Send a gratitude-focused message with no ask—thank donors for their support and make them feel valued.

c) Giving Tuesday: Launch your big fundraising appeal with urgency. Include a strong impact story, a clear goal, and a deadline to inspire action.

4. December: Peak Fundraising Season: 6 emails

a) Dec 1-3: Final push for Giving Tuesday follow-ups.

b) Early December : Donor spotlight or “season of giving” story—highlight the impact of their support.

c) Mid-December: Progress update—share how close you are to your year-end goal and what each gift accomplishes.

d) Christmas Week: Heartfelt holiday message with a soft reminder. Celebrate your community and express gratitude.

e) Dec 29: Urgent appeal: “3 days left for 2025 tax-deductible gifts.” Include milestones or progress to motivate last-minute gifts.

f) Dec 31: Final appeal—last chance for donors to give before year-end.

One Last Thought

You don’t have to wait until next year to improve your email strategy. With 90 days left in 2025, you can begin shifting from “quarterly and crammed” to steady and effective.

Start small, stay consistent, and you’ll head into Q4 stronger than ever.

Cheers to your impact

Carol

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