Read the Signals Raise more this year-end
A practical fundraising guide informed by research with 1,000+ donors.
2026 Edition
The short version
- Make a test gift through your own donation form, on a phone and a computer, before your next send. Watch where a colleague pauses.
- Unexpected fees may cause 79% of donors to reconsider giving. For platform tip prompts, it's 70%.
- Don't just tell donors what their gift will do—tell them what their generosity says about who they are. 92% give because giving is part of who they are.
- Answer two questions in every appeal: what will my gift support, and what shows that your work is effective?
- A short, optional survey after the thank-you tells you what motivated the gift, without adding a step to the donation process.
- Write the thank-you now, and write a different one for first-time and returning donors.
- Put the January update on the calendar before the holidays, and name who is watching donor questions while folks are away.
- Follow through on what you asked donors to support. 58% treat impact data as a signal that a nonprofit is effective.
Read the signals.
Raise more this year-end.
Year-end is here. Your fundraising goals are big, your to-do list is even bigger, and every donor connection counts.
You've put your heart into your appeals. You know the effort behind them, the people involved, and why the funding matters.
But how much of that comes through to the person opening your appeal or email?
It's a useful question to ask before your next send. Your donors have their own priorities and motivations to give. Understanding those can take your invitation from meh to meaningful—and deliver the kind of appeal that inspires action.
A good place to start? Bloomerang's 2026 Giving Signals Report. The Harris Poll surveyed 1,003 U.S. donors and 405 nonprofit fundraising decision-makers on behalf of Bloomerang in March 2026.
And the donors spoke up. They told us giving is part of who they are. They want to see where their money goes, and what it makes possible.
In this guide, we're using the report's findings to share practical ways you can raise more for your nonprofit this year-end—and keep building strong connections once the holiday season is over. Ready to put the 2026 donor insights to work? Read on.
Deliver the kind of appeal that inspires action.
Note: The food pantry examples throughout this guide are fictional illustrations. Adapt the language to your organization and replace any example activities, outcomes, and figures with information you can verify.
Get started
this week
Walk through your year-end campaign as a donor.
First things first, take a quick look at how your campaign is doing. How does your progress compare with your goal and where you were at this point last year? That can help you decide where to focus your time as year-end approaches.
Now, you've probably looked at your campaign materials more times than you can count. But when was the last time you made a gift through your own donation form?
There's a lot to learn there, especially when it comes to the mobile experience. Something that seemed clear when you built the page might be confusing when you actually try to give. A thank-you you carefully crafted might not show up quite as expected.
Someone less familiar with your campaign can be a big help here, too. If a colleague or friend is willing, give them room to work through the process without explaining any steps. Watch for the pauses, listen to the questions they surface, and you'll discover what needs a closer look.
79%
of surveyed donors say unexpected fees may cause them to reconsider giving.
For tip prompts, that figure is 70%.
90%
of donors are motivated to give when shown the impact of their gift.
Here's a short checklist to guide that walkthrough
For any test donation, use your organization's approved process.
- Follow the appeal link. Does it reach the intended page and carry through the appeal's purpose?
- Read the donation page. Is it clear what your gift will support?
- Try the form on your phone and a computer. Is the process smooth and easy on both?
- Check fees and tips. Are processing fees explained upfront and separate platform-tip requests identified?
- Review the confirmation and thank-you. Do they arrive as expected and accurately reflect your gift?
Fees and tips—two different asks—deserve an extra moment here. Donors should know what processing fees cover and what they'll pay before confirming their gift. If your platform also asks for a tip to support its services, it's worth checking whether you can turn that prompt off or set it to zero by default.
You may come away with a handful of things to improve, but you don't have to tackle it all today. Choose one manageable fix as your focus. Then run through it once more to make sure your update's good to go.
Your first fix
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Before
December 31
Write to the person behind the gift.
Think about a cause you support. It's probably personal: a value you hold, an experience that stayed with you, or a community you care about.
Your donors carry those same connections. And that identity often starts close to home: 97% of donors say caring about their community motivates them to give.
That's a powerful cue for your appeals. When you describe supporters as caring neighbors, compassionate advocates, or people who look out for others, you're helping them see their own values reflected in your mission.
In fact, there's a whole field of study behind this: philanthropic psychology. Researchers at the Institute for Sustainable Philanthropy explore how giving connects to identity and wellbeing. To your supporters, it's about so much more than a donation. Their research shows that when fundraising communications reinforce the positive qualities donors see in themselves, it can inspire greater generosity.2
In one case study, fundraising materials that reinforced donors' identities more than doubled response rates compared with the original materials. That's the power of helping supporters see themselves in your mission.2
So, what does this mean for your year-end appeals?
Don't just tell donors what their gift will do. Tell them what their generosity says about who they are.
92%
of donors are motivated to give simply because giving is part of who they are.
87%
of donors are motivated to give when organizations make them feel part of something.
97%
of donors say they are motivated to give because they care about their community.
Use descriptive words like compassionate, caring, generous, kind, or committed to reflect the qualities your supporters value in themselves. Help them recognize the kind of person they're choosing to be when they give.
The reader can understand the service. But what role are you inviting them to play?
A familiar appeal
Please support our year-end campaign. Your donation will help us continue providing food assistance to local families.
See the difference? The second appeal doesn't just describe the impact of a gift. It describes the donor—someone caring, compassionate, and committed to their community. It helps them see how giving brings those qualities to life.
And the more you know about what matters to your supporters, the more meaningful that language can become. A donor who cares deeply about animal welfare might see themselves as a compassionate animal advocate. Someone who supports education might identify as a champion for children's futures.
An invitation that recognizes the person
You're the kind of caring neighbor who believes no family should face an empty table. Your compassion can help keep the shelves stocked at [Pantry Name], so local families can choose the groceries they need this winter. It's neighbors like you who make our community a place where people look out for one another.
Give it a try: Find a passage in your next appeal about what your organization needs. How could you also help the reader recognize a quality they value in themselves, such as compassion, and see how their gift puts it into action?
Show what the gift supports—and why donors can feel confident.
“Your gift makes a difference” leaves the reader with some work to do. What difference? How?
You've got the details. Help them see what you see.
First: What will my gift support?
Explain the purpose of the current ask. If gifts help pay for groceries and the costs of keeping a pantry open, say so. An unrestricted appeal can still give supporters a clear picture of the work they help sustain.
When you have reliable figures, make it tangible: how many households the campaign aims to serve or what a week of groceries costs. Use amounts and outcomes you can substantiate, and make sure the wording reflects how gifts will actually be used.
Then: What shows that your work is effective?
Share evidence connected to the ask. A verified result shows what you've accomplished, while a short story from someone involved helps donors understand what it meant. Make financial and program reports easy to find for anyone who wants a closer look.
94%
are motivated when an organization explains exactly where their money will go.
90%
are motivated when a nonprofit tells them about their donation's impact.
69%
select clear reporting on finances and programs as a signal of effectiveness.
Here's how those pieces could work together:
Be the neighbor a family can count on this winter.
Your gift to [Pantry Name] helps purchase groceries and keep our weekly pantry service running.
This year, local households made [verified number] grocery visits to the pantry. [Add a short, approved account of what access to groceries meant to someone who used the service.]
Help keep the shelves stocked for the winter ahead. Make your year-end gift by December 31.
Looking for a story to include? Ask a program colleague, “What happened this year that shows why this work matters?” Confirm the details and permission to share any personal story or image.
Before you send: Be sure to read the appeal beside its donation page. A donor should encounter the same purpose and promises in both places.
Learn from the donors responding now.
When someone responds to your campaign, it's worth finding out what motivated them to give.
The Giving Signals Report recommends asking new donors what inspired their gift and which work interests them most. A short, optional survey after the thank-you gives supporters a chance to tell you in their own words, without adding another step to the donation process.
A survey you can adapt
Thank you for supporting our winter pantry campaign.
If you have a moment, we'd love to learn what matters to you. These questions are optional.
What inspired you to give?
[Open response]
Which part of our work would you most like to hear about?
[Offer a short list of actual programs, plus “No preference.”]
Is there anything we could do to improve your experience?
[Open response]
Say a donor wants to hear more about grocery delivery. That's something you can build into their next update. If they mention trouble donating, their feedback could help you improve the giving experience before your next appeal.
Look for patterns in the responses, and capture individual interests in your donor records where possible. What you learn can help you make your remaining campaign communications more relevant, while giving you a head start on January follow-up.
Of course, survey responses won't reflect how all your donors feel, but they're a great starting point for better understanding what matters to your supporters.
Taking action: What's one thing you could change in your follow-up based on what donors shared?
Get the thank-you ready now.
A gift has arrived! Someone chose your organization out of all the causes they could support this year-end.
What words would help this donor feel seen and truly appreciated?
Think about what you already know about their relationship with your organization. A first-time donor is beginning that relationship; a returning supporter has a history you can acknowledge. The examples below show how that distinction can shape your thank-you.
Thank you notes might look like this:
For a first-time donor
Thank you for making your first gift to [Pantry Name]! You've joined others across our community in helping local families put food on the table.
We're truly grateful for the care you've shown this season. In January, we'll share an update on the work you're helping make possible.
For a returning donor
Thank you for supporting [Pantry Name] again. Your continued care for this community helps keep our pantry shelves stocked and families fed through the winter.
We'll be back in touch in January with an update on the pantry work you're supporting.
If a donor has supported a particular program for years, that's worth acknowledging. “Thank you for continuing to support our grocery delivery program” says something more personal than a general reference to past generosity—as long as the record supports it.
These examples are message excerpts to use alongside your usual gift details and receipt information.
And about that January promise: it deserves a place on the calendar now, while your team is planning the remaining campaign messages. The same goes for holiday coverage. Knowing who's keeping an eye on donor questions and acknowledgments can avoid a scramble when folks are away.
A quick note for your team
Typed here, these stay in your browser only. Nothing is sent anywhere.
If a donor has supported a particular program for years, that's worth acknowledging.
Follow up
in January
Follow through on what you asked donors to support.
By January, you'll have spent weeks thinking about this campaign. Your donors may have seen an appeal, made a gift, and returned to everything else in their lives.
An update brings them back into the story. It's a chance to show what's happening with the work they cared enough to support.
And donors are paying attention to results: 58% identify impact data from programs or donations as a sign that a nonprofit is effective.
Your January update is a chance to make those results visible. Share a verified outcome, a meaningful milestone, or a snapshot of progress that helps supporters see their generosity at work.
Reporting back doesn't have to mean producing a massive annual report. The report identifies impact data and beneficiary stories as signals of effectiveness. A short progress update, paired with a relevant image, can help donors see what their support has accomplished so far and what's still underway.
58%
of donors identify impact data as a signal of nonprofit effectiveness.
42%
of donors identify beneficiary stories or testimonials as a signal of effectiveness.
For our pantry campaign, that might look like this:
You helped stock the shelves. Here's what's happening at the pantry.
Thank you for being here for your neighbors this winter.
With support from our year-end campaign, we've been able to purchase additional groceries and keep our weekly pantry service running this winter.
Families visiting the pantry have been able to choose fresh produce, pantry staples, and other groceries to take home. We're continuing to stock the shelves each week.
We're grateful you're part of this work, and we'll share another update in [month].
If the full results aren't available yet, that's okay. Share what you know now, be clear about what's happened since the gift, and let donors know when they can expect another update.
If your survey revealed an interest in a particular program, this is a great time to follow up. For someone who asked about grocery delivery, an update on that service shows you paid attention.
Keep learning
from your donors.
We all love some solid stats, but some of the most useful lessons from your year-end campaign will come straight from the people who believe in your mission. A question about where gifts go might reveal something missing from your appeal. Several donors asking about the same program? Maybe that's your next story to highlight.
Keep listening. Your donors have plenty to tell you.
Curious what else donors had to say? Dive into Bloomerang's full 2026 Giving Signals Report.
Download the full Giving Signals Report
Quick answers
What should I check first in my year-end campaign?
Take a quick look at how your campaign is doing: how your progress compares with your goal and where you were at this point last year. That can help you decide where to focus your time as year-end approaches. Then make a test gift through your own donation form, on a phone and a computer, using your organization's approved process.
Do processing fees and tip prompts affect year-end giving?
79% of surveyed donors say unexpected fees may cause them to reconsider giving, and for tip prompts that figure is 70%. Donors should know what processing fees cover and what they will pay before confirming their gift. If your platform also asks for a tip to support its services, check whether you can turn that prompt off or set it to zero by default.
What motivates donors to give at year-end?
92% of donors are motivated to give simply because giving is part of who they are, 97% say they are motivated to give because they care about their community, and 87% are motivated when organizations make them feel part of something. Don't just tell donors what their gift will do. Tell them what their generosity says about who they are.
How specific should a year-end appeal be about where the money goes?
94% of donors are motivated when an organization explains exactly where their money will go, and 90% are motivated when a nonprofit tells them about their donation's impact. Explain the purpose of the current ask. When you have reliable figures, make it tangible: how many households the campaign aims to serve, or what a week of groceries costs. Use amounts and outcomes you can substantiate.
Should I survey donors who give during a year-end campaign?
A short, optional survey after the thank-you gives supporters a chance to tell you in their own words what motivated their gift, without adding another step to the donation process. Ask what inspired them to give, which part of your work they would most like to hear about, and whether there is anything you could do to improve their experience.
How should a thank-you differ for a first-time and a returning donor?
A first-time donor is beginning that relationship; a returning supporter has a history you can acknowledge. Thanking someone for continuing to support a particular program says something more personal than a general reference to past generosity—as long as the record supports it.
What should a January follow-up to year-end donors include?
Share a verified outcome, a meaningful milestone, or a snapshot of progress that helps supporters see their generosity at work. Reporting back doesn't have to mean producing a massive annual report. A short progress update, paired with a relevant image, can help donors see what their support has accomplished so far and what's still underway. If the full results aren't available yet, share what you know now and let donors know when they can expect another update.
What do donors treat as evidence that a nonprofit is effective?
58% of donors identify impact data as a signal of nonprofit effectiveness, 42% identify beneficiary stories or testimonials, and 69% select clear reporting on finances and programs. Make financial and program reports easy to find for anyone who wants a closer look.
About the research
The Harris Poll conducted the survey online in the U.S. March 13–24, 2026, among 1,003 adults who had donated to a charity or nonprofit in the previous 12 months and 405 nonprofit fundraising decision-makers. The survey examined giving generally; the year-end applications here are recommendations.
Selected planning guidance adapted from Alice Ferris of GoalBusters Consulting, “The Year-End Readiness Check,” Bloomerang Fundraiser Focus Week. Philanthropic psychology guidance draws on the Institute for Sustainable Philanthropy framework discussed in Bloomerang's AFP presentations.
Sources
- Bloomerang and The Harris Poll, 2026 Giving Signals Report. Survey of 1,003 U.S. donors and 405 nonprofit fundraising decision-makers, March 13–24, 2026. bloomerang.com/resources/giving-signals-report-2026
- Institute for Sustainable Philanthropy, research on philanthropic psychology and donor identity. philanthropy-institute.org.uk ↩
Every percentage on this page comes from the 2026 Giving Signals Report. Figures are reproduced from the print edition of this guide.