How do I plan an end-of-year fundraising campaign?

Plan your year-end campaign in six steps: goal, calendar, donation page, messages, thank-you and tracking. Start in September or October.

You plan an end-of-year campaign by settling five things: one concrete goal, a calendar from October to January, one clear donation page, a short series of messages and a plan for saying thank you. Start in September or October if you can, so your team is not doing everything in the same week of December.

Why plan a year-end campaign at all?

Many charities ask more in the autumn than at any other time of year, and donors tend to be open to giving in December. You do not need a big operation. A simple plan with fixed dates is enough. Without one, the campaign becomes a few rushed emails in the last week, which is exactly when your donors' inboxes are fullest.

Step 1: pick one goal and one story

Do not start with a number, start with a sentence: what changes if the campaign works? For example, "hot meals for 40 families this winter" (an invented example). Then attach an amount you can explain. Choose one story and one photo and use them everywhere. Repeating yourself is not boring, it makes you recognisable.

A goal in one sentence, with an amount and an end date.
One person or situation as the face of the campaign (with permission).
One clear answer to "what does my gift do?".

Step 2: build a calendar

Here is an example schedule. It is a rule of thumb we suggest, not a research result, so adapt it to your own rhythm.

September: fix the goal, the story and the budget. Prepare the donation page, the email template and the thank-you email.
October: clean your list, send a first story email and ask volunteers or ambassadors to share it.
November: the main appeal, with a progress update.
Early December: a second appeal with a new detail from the story.
Last week of December: a short reminder that the year is nearly over. This is also the moment to say until when a gift still falls in this calendar year.
January: thank donors, share the result and prepare tax certificates.

Step 3: make giving easy

The best appeal fails if the payment page is hard to use. Your donation page should work on a phone, show the amount clearly and ask for little. On a WeGlow donation page the donor goes through three steps: amount, personal details (first name and email address are required) and a summary. You can give one-off and monthly gifts their own amounts, with a label per amount, such as "a hot meal" (example).

Put the monthly option there on purpose. Someone who gives for the first time in December can choose straight away to keep supporting you next year.

Step 4: keep messages short and varied

A good series is three to five messages that each say something new: the story, the progress, a testimonial, the final days. Mix channels too: email, social media, your website and a personal note to your biggest supporters.

In WeGlow Mail you go through four steps: write, choose who gets it, check and send. You can send yourself a test email and schedule the mail for a chosen day and time. Glowie can write a first draft from your idea; you read it and edit it before it goes out. The {{first_name}} tag lets you greet people by first name.

Step 5: plan the thank-you before the campaign starts

Thanking is the part most often forgotten, yet it decides whether a donor comes back next year. Write your thank-you email now. WeGlow can send a thank-you email automatically after a gift, but only if your organisation has filled in a thank-you text, so check that. See also our article on thanking year-end donors and sending tax certificates.

Step 6: track what works

Choose three numbers in advance: total raised, number of new donors and number of monthly donors. Write them down the same way every year. In WeGlow CRM your donors, lists and tasks sit in one place, so you can, for instance, write separately to people who gave last year but not yet this year.

What does it cost?

Every WeGlow plan includes WeGlow Mail free for up to 250 contacts. With the Pro platform plan (€40 per month or €400 per year, excl. VAT), mailing is included up to 2,500 contacts. WeGlow CRM is a separate add-on that starts from €29 per month (excl. VAT) for up to 1,000 contacts. Always check the current prices in your dashboard.

How early should I start?

As a rule of thumb, have your plan and page ready in September or October. That leaves time to test and adjust.

How often can I email?

A few emails that each add something new beat many repeats. Honour every unsubscribe straight away.

Do I need to offer a tax certificate?

Only if your organisation is recognised. In Belgium that is the condition for the donor's 30% tax reduction, from €40 per year per institution. See the sources.

Ready to begin? Set up your campaign in your WeGlow dashboard and let Glowie make a first draft that you can still change.

Sources

Giften (FOD Financiën): 30% reduction, at least €40 per year per institution, certificates usually sent in March or April
WeGlow: product details; check current prices in your dashboard

(checked on 2 October 2026)