Episode Details

In this episode of The Nonprofit Launch Plan Podcast, Matt breaks down a simple, practical, and highly effective three-email year-end fundraising strategy designed specifically for startup, small, and growing nonprofits. Whether you’re behind on your December communications or trying to maximize year-end generosity, this episode gives you a proven roadmap to follow.

Matt shows why email is still the #1 driver of online giving for small nonprofits and how even organizations with modest budgets can see strong results by sending the right messages at the right time.

🔑 What You’ll Learn in This Episode

1. Why Email Still Works for Year-End Giving

• Email continues to outperform social media and ads for small nonprofits.
• Donors expect to hear from you in December, but they can only respond if you show up.

2. The 3 Emails You Must Send in December

Email #1: The Story Setup (Early–Mid December)

This email lays the groundwork. It includes:

• One clear, concise impact story (character → challenge → solution → outcome)
• One specific need donors can meet
• One call to action with a Give Now button

Matt emphasizes keeping the story to 3–4 sentences and writing like a human: warm, relational, mission-centered.

Email #2: The Reminder & Progress Update (Mid–Late December)

Send this about a week before Christmas.
 
This email:

• Updates supporters on progress toward your goal
• Repeats the need with new numbers
• Encourages continued momentum
• Ends with the crucial P.S. repeating the deadline or goal

People love progress. This email lets them feel part of something that’s moving forward.

Email #3: Final Call to Action (December 31)

Short. Direct. Clear.

 This message taps the shoulder of every well-meaning procrastinator who meant to give but didn’t get to it yet.

Include:

• A simple reminder that today is the last day for a tax-deductible gift
• A quick tie-back to impact
• One big, obvious call to action

No pressure. No guilt. Just clarity.

4 Principles That Strengthen Every Email

No matter which of the three emails you're writing, keep these in mind:

1. One message per email - don’t cram in everything.
2. Make the call to action obvious - buttons, not buried links.
3. Stay consistent with your brand voice - warm, relational, mission-focused.
4. Write to one person - not a group. “You” is your power word.

Don’t Forget: Subject Lines & Preview Text

If they never open the email, nothing else matters.
 Matt includes sample subject lines like:

• Your impact this December matters
• One story worth reading today
• Will you help us finish the year strong?

Preview text should support, not repeat the subject line.
Examples:

• A quick update before the year ends
• Here’s how your generosity changes lives

⚙️ Practical Tips for the Overwhelmed Team

• Plain text is perfectly fine - it feels personal.
• Batch all three emails - write them in one sitting.
• Imperfect but sent beats perfect but too late.

You don’t need to be big to communicate well. You just need to be clear, consistent, and human.

Mentioned in This Episode

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