Did you know that some fundraising studies show that up to 30% of annual donations arrive through end-of-year appeals? That’s a huge share of revenue — more than many people expect.

And here’s a clue as to why: in donor surveys, over 90% of people say the impact of their gift is the main reason they give.

That makes this time of year a perfect moment to highlight your impact and invite supporters to help you go even further next year.

While many organizations start their appeals in November, it’s absolutely not too late to begin outreach in December — especially if you focus on stories, outcomes, and future goals.

Below you’ll find a handy year-end appeal email series template and best practices to help you get started.

💡 Pro tip if you’re a New/Mode user:
Every New/Mode campaign already includes a stand-alone donation page you can use for a direct fundraising ask — no extra setup required.

Just add this to the end of any campaign URL:

👉 /?donation-page=true

Drop your campaign url with that added to your year-end appeal email, and you’re ready to start raising support for your critical work.

YEAR-END EMAIL FUNDRAISING APPEAL SERIES TEMPLATE

APPLIED BEST PRACTICES 

✔ Starts with identity-based donor reinforcement
✔ Repeats call-to-action multiple times
✔ Uses urgency, community language, social proof
✔ Uses “you” framing > “we” framing
✔ PS lines reinforce impact + CTA
✔ Moves from inspiration → urgency → countdown → resolution theme
✔ Subject lines are curiosity-driven and relational, not transactional

Send Calendar 

EMAIL 1 — First Appeal (General Launch)

Recommended Send Date: Early-mid December

Subject Line Options:

• You made this possible
  
  
• The change you sparked in 2025
  
  
• Look what you helped build this year
  
  

[Salutation],

This year, your support fueled real change.

Because of people like you, our community was able to [impact statement].

This impact was only possible because generous changemakers like you showed up.

Impact like this doesn’t happen by accident. It happens because a committed group of supporters believes a better future is worth investing in. We’re grateful you’re one of them.

Looking ahead to [upcoming year], we can win even more change — but only if we work together again.

So today, we’re asking:

Will you continue your support and help us amplify our impact next yaer

👉 Donate now to power change into the new year:
[insert button / link]

Thank you for being part of this movement.

With appreciation,
[Name]
[Title]

P.S. Did you know a gift of $[requested amount] can [impact statement]? Your generosity goes further than you think.

EMAIL 2 — Second Appeal (Re-ask for non-responders)

Recommended Send Date: Dec 12–15
Subject Line Options:

• There’s still time to fuel change
  
  
• You’ve helped before — can you again?
  
  
• We haven’t reached the finish line yet
  
  

[Salutation],

As the year closes, we’re reminded of why community matters — there are still big needs around us and a chance to meet them before the year ends.

You’ve stepped up before. Because of your generosity, we were able to [impact statement] — and amazing things followed:

• Result 1
  • Result 2
  • Result 3

But our work isn’t finished. We need you with us to [impact statement] again in [upcoming year].

We’re just $[goal amount] away from hitting our year-end goal. With your help today, we can finish strong and have momentum going into next year.

👉 Make your special year-end gift now to move this work forward:
[click to donate]

Thank you for standing with us — your role in creating change really matters.

In solidarity,
[Name]
[Title]

EMAIL 3 — Third Appeal (Last-minute, urgency + countdown)

Recommended Send Date: Dec 28–31 AM
Subject Line Options:

• We’re this close — can you help?
  
  
• Your last chance to make change this year
  
  

[Salutation],

The year is nearly over — and before midnight strikes, we wanted to share three things:

1. Thank you
   Your support this year helped us [impact statement] — and changed real lives.
2. We’re close — but not there yet
   We are just [progress percentage]% away from reaching our year-end goal.
   $[goal amount] will help us [impact statement] for even more people.
3. Right now is the most powerful moment to give
   A few minutes of your time tonight can spark change that lasts long past 2025.

👉 Donate now to help us reach the finish line:
[insert donation link]

Together, we can do this. Your gift matters more today than any other day of the year.

With gratitude,
[Name]
[Title]

P.S. Have you heard [Impact story]? Your generosity helped ensure they had the support needed to have this impact. 

EMAIL 4 — Final Push / Resolution Appeal (Dec 31 PM)

Recommended Send Date: Dec 31 afternoon/evening
Subject Line Options:

• One last thing before midnight
  
  
• The future we’re building — together
  
  
• Let’s start 2026 strong
  
  

[Salutation],

As we step into the final hours of this year, we’re thinking about resolutions — not just personal ones, but collective ones.

In [upcoming year], we’re committed to going further:

Goal 1
Goal 2
Goal 3

But we can’t get there without you.

Right now, we’re $[goal amount] away from fully resourcing this work before the year closes. Your donation before midnight will make it possible for us to [impact statement] in the new year.

👉 Donate before midnight to fuel change and help us start strong:
[button/link: Donate Now]

Thank you for believing in this work and in what we can achieve together.

With appreciation and resolve,
[Name]
[Title]

P.S. A gift of just $[donation amount] can [impact statement] — it really does go a long way. To give before midnight: click here!