Giva Sverige's Gåvoindex reached a record level in December 2025, while GivingTuesday reported another large participation increase in the United States. Neither result guarantees success for one organisation, but both support treating year-end giving as a planned operating period rather than a single email.
Weeks six and five: choose one problem and one audience
Define the change a gift can support, the evidence behind it and the audience most likely to care. Separate existing donors, lapsed donors, volunteers, corporate contacts and new prospects. Set one primary goal—net income, new donors, recurring conversions or reactivation—so the campaign is not judged by incompatible measures.
Weeks four and three: remove donation friction
Test the full mobile path, payment methods, confirmation message, receipt and recurring option. Prepare an accessible landing page, two email variants, social assets and a staff response guide. Use GivingTuesday only if it gives your audience a meaningful moment to act; do not let the campaign brand replace your own case for support.
Weeks two and one: sequence, do not repeat
Open with the need and plan, follow with a specific example, answer common objections, show progress honestly and make the final deadline clear. Suppress people who have already donated from repetitive asks and move them into thanks and impact updates. Assign someone to watch payment failures, replies and misinformation every day.
January: keep the promise
Report what was raised, what it enables and what remains uncertain. Compare net revenue, donor mix, mobile completion, recurring take-up and unsubscribe or complaint signals by segment. Welcome first-time donors before asking again. A strong December should improve the next relationship, not merely maximise the final transaction.
