How not to drop the ball in your year-end fundraising emails

The pressure is on. The biggest online fundraising day of the year (at least in the US) is December 31.

Here are some hints from the Classy Blog on ways to make sure your emails between now and then (and after) don’t fail: 6 Year-End Appeals that are Sure to Flop.


  1. The Stand-Alone Email Appeal
  2. The One-for-All, All-for-One Appeal (the appeal that tries to accomplish everything instead of just one thing)
  3. The Appeal that Links to a Generic Donation Form
  4. The Appeal that Isn’t Mobile-Responsive
  5. The Appeal that Isn’t Urgent
  6. The Appeal that Ignores Donors


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.