For nonprofits, expressing gratitude isn’t just a courtesy. It’s a powerful strategy that transforms one-time support into lasting commitment. As the year winds down, now’s the time to reflect on the past year, thank supporters, and set the stage for a successful new year.
After all, donors are most generous at the end of the year. The 2024 M+R Benchmarks Study found that December giving accounts for 26% of all online revenue for nonprofits, with the final week alone contributing 13% of total online donations.
A thoughtful “thank you” may inspire supporters to give once more, helping you reach your annual revenue goal before the clock strikes midnight on New Year’s. This guide will explore creative appreciation strategies to help your nonprofit show supporters gratitude this holiday season.
1. Send holiday eCards.
Holiday eCards provide a thoughtful, cost-effective way to express your nonprofit’s gratitude, bringing a personal touch to year-end appreciation efforts. Design festive cards and write warm messages that recognize each donor’s contributions.
Start by selecting flexible holiday eCard software with intuitive design tools, templates, and branding capabilities. If your platform enables charity eCards, you can also sell your cards, making them the perfect holiday fundraiser.
Once you select a platform, here’s how to make your holiday eCards meaningful:
- Create a festive design. To capture the holiday spirit, choose a holiday template or create a new design with images like Christmas trees, animated snowflakes, fireworks, or clinking champagne glasses. Include a festive message in the design, such as “Warm Holiday Wishes” or “Happy New Year!”
- Include a personalized message. Add each supporter’s name and a brief message that highlights their impact. For example, include a few words about how many families were served thanks to their contributions.
- Send the eCard from someone at your organization. Your eCard platform may allow you to customize the sender’s email address to reflect someone from your organization. Send the eCards from your donor development officer or your executive director to personalize your messages further.
For an example of holiday eCards, eCardWidget’s guide to charity Christmas eCards highlights One Tail at a Time. These eCards show how to infuse your nonprofit’s brand into your designs:
Puns like “Hoppy Holidays” paired with pictures of One Tail’s rescue animals make the designs unique and heartwarming. Holiday eCards like these are a small gesture with big potential to strengthen connections, spread cheer, and set the tone for continued support.
2. Host a year-end event.
A year-end event brings your community together to celebrate the accomplishments their support made possible.
At the event, acknowledge major donors, dedicated volunteers, or corporate sponsors by name to add a personal touch and inspire others to step up their support. Just make sure to get permission before naming supporters.
To ensure remote supporters can join, offer a virtual option so they also feel connected and appreciated.
Holiday-Themed Appreciation Event Ideas
Here are some ideas to put on a memorable year-end event:
- Gala: Host a New Year’s Eve-inspired gala. Include a sparkling midnight-style toast to celebrate supporters’ impact, and auction off unique items, such as exclusive experiences, memorabilia, or locally donated goods.
- Casual Open House: Invite supporters to tour your facilities, meet the team, and see their impact firsthand in a relaxed open house event. Decorate your space with seasonal decor and offer festive refreshments like holiday cookies and apple cider.
- Holiday Brunch or Luncheon: Keep it festive yet informal with a brunch or lunch gathering for supporters to mingle and your nonprofit to express its thanks. Add seasonal touches, such as small thank-you gifts, and decorate tables with winter or holiday centerpieces.
- Impact Showcase Event: Create a gallery or multimedia showcase of the year’s accomplishments. Use photos, videos, and testimonials to highlight supporters’ impact. As attendees walk through the event space, they can add their pledges for the new year to a “resolutions” board.
Whether it’s an elegant gala or an informal gathering, a holiday-inspired event offers a meaningful opportunity to thank donors, volunteers, and partners in a memorable setting.
3. Center your annual report around impact.
Instead of sending a plain document with financial reports and a list of completed projects, structure your annual report around the impact your supporters helped your organization achieve.
Getting Attention’s nonprofit annual report guide dives into all the essential elements of these documents, including:
- A short opening message. A quick message from your executive director sets the tone of your report. Use it to highlight achievements and express gratitude for supporters’ generosity right at the start of your report.
- Impactful visuals. Use infographics to present key statistics and contributions, maps to illustrate the reach of your work, and photos of beneficiaries, staff, and volunteers central to your mission.
- Highlight contributions. Detail specific milestones each group of supporters made possible. After getting permission, consider listing mid-level and major donors, volunteers, and organizational partners to thank them publicly.
- Achievements. Highlight key milestones with success stories to bring accomplishments to life. For instance, don’t just say that 500 meals were provided to in-need families. Instead, share the story of a single mother whose family received one of those meals.
Toward the end of your report, share your vision for the next year and let supporters know what they can help you accomplish by continuing their support. Then, share your report by publishing it on your website, featuring it in your newsletter, and emailing it to supporters and sponsors.
4. Create a thank-you video.
Charity marketing research emphasizes that viewers who watch a video retain 95% of the information they see, compared to 10% retention when reading that information as only text. While video production takes effort, it can be a memorable way to communicate appreciation.
Your thank-you videos can be as simple as having a beneficiary or volunteer share a testimonial. Or, your executive director can reflect on impactful moments from the year and deliver a sincere “thank you.” Either way, use B-roll, which consists of supporting clips, to bring the narrator’s story to life in between footage of them sharing their story. Then, end with a warm call to action, encouraging supporters to remain involved in the coming year but not asking for another donation at this time.
Aim for a short, engaging video. One or two minutes is ideal to respect viewers’ time while delivering a meaningful message.
Wrapping Up: Show Gratitude Year-Round
Gratitude is the force that quietly fuels donor and volunteer loyalty. Remember, gratitude isn’t a one-time campaign but an ongoing component of your nonprofit’s relationships with supporters.
Use these final weeks of the year to start your gratitude efforts and set the tone for a successful new year full of appreciation.
