The end-of-year giving season will be here before we know it. It’s a vital period to engage U.S. donors, as more Americans give during the holiday season than any other time of the year, with a fifth of donors giving exclusively in November and December.

Now is the perfect time to begin thinking about what your end-of-year fundraising campaign will look like. During these summer months, you can take small but key steps to begin the early stages of planning your campaign that can make a big difference.

Here are a few things you can do now to begin preparing for the end-of-year giving season:

Evaluate last year’s campaign

Take some time to review past outreach efforts and the results of last year’s campaign to understand what worked, what didn’t, and where there are new opportunities to improve this year. Were your goals and fundraising targets met? What were the strengths and successes of the campaign? Where were the pain points or shortfalls? Did last year’s campaign reach the people you were hoping to target? Who ended up donating and who didn’t? What can you learn about who engaged with your content?

By looking at previous campaigns, you’ll gain a better understanding of your donors and what they respond to.

Outline your campaign goals

The most successful campaigns begin with creating clearly outlined goals.  By defining your goals early, your team can align priorities and get everyone moving in the same direction before the campaign starts. Use data from previous campaigns to inform your new targets, replicate successful strategies, and replace ineffective ones.

Use the SMART format to develop clear, actionable goals:

S – Specific – Clearly define what will be accomplished. What actions will you take and who will take them?

M – Measurable – Name the data points you will measure to assess milestones and achievements.

A – Achievable – Ensure your goal is realistic and within your team’s capacity.

R – Relevant – Connect your goals back to overall organizational priorities.

T- Time-bound – Include timeframes for milestones and achieving your goals.

Clean up your donor data

Consistently updating your donor data and contact lists keeps information current so you can reach donors on the right channels and personalize outreach through the campaign and beyond. Keep your data organized with consistent fields for names, contact information, zip codes, giving history, and contact preferences. Donor trust is important, so be sure to securely store all donor data in one place, implementing systems to protect sensitive information.

Reports and data are important, but stories can be just as powerful – if not even more powerful – when showcasing your impact. Telling real stories of people your organization serves is a great way to engage loyal supporters and attract new donors to your cause, build lasting connections, and turn awareness into purposeful action.

Use this time to find the best stories that highlight the perspective of your organization’s beneficiaries and donors. Find or take photos and short videos to include in your campaign that will strengthen each story’s credibility and emotional connection. Highlight the donor perspective through interviews or testimonials so prospective supporters can see themselves in your work and understand the impact their future contribution could make.

Make online giving easy

The intention to give doesn’t always guarantee that a donation is made. In 2024, 31% of non-donors in the U.S. say they considered donating but didn’t end up doing so. This figure rose to 51% in 2025, making it more important to keep the attention of prospective donors.¹ Even small points of friction during an online giving process can turn supporters away from giving.

Reduce barriers and create a seamless pathway to giving by:

• Ensuring your website is functional and looks polished for mobile users
• Making it easy to find information with simple menu options and a search feature
• Offering automated recurring donation options for donors who want to give on a regular schedule without the extra work

Bringing it all together

Preparing for end-of-year giving shouldn’t wait until fall. From evaluating past campaign performance and setting clear goals to organizing donor data, gathering impactful stories, and optimizing the online giving experience, the steps you take now can help create a smoother, more strategic campaign when giving season arrives.

The end of the year is prime time for generosity, and CAF America is here to help your organization make the most of the upcoming season. Through cross-border grantmaking services and other philanthropic solutions for social purpose organizations, CAF America helps navigate complex giving needs, expand reach, and maximize impact. Combined with thoughtful planning, these tips can help you step into end-of-year giving season with confidence.

¹Based on 2024 and 2025 data from CAF America about Americans and their giving habits